There are many factors to contend with when developing an online presence, whether personally, professionally or on a client’s behalf. Basic PR 101 prompts us to revisit the good ‘ole MAC Triad … MESSAGE, AUDIENCE and CHANNEL. The first step in your social media strategy should be to determine your MESSAGE Essentially, this is the WHAT and WHY of your page. What is your page about? What is your call-to-action or desired outcome? Why would a visitor be interested in your content? Next, you determine your AUDIENCE. This represents WHO and HOW of targeted company messages. Who are you trying to connect with? How would they benefit from your product of service? Last you have the channel, which represents WHERE and WHEN of message dissemination. Where are you posting? Twitter? Instagram? Facebook? When are you posting? Research should be conducted to determine optimal time for engagement and post frequency for each platform.
As many of you know, I manage the socials for BibbyFame Digital, LLC. However, aside from my personal and professional usage, I was also elected to the e-Board for the Theta Mu Chapter of Sigma Gamma Rho Sorority, Inc. As Epistoleus, I serve as the Chapter Historian, as well as the Social Media and Public Relations Chair. I manage our social media accounts, with large premium placed on our Instagram and Rowan University ProfLink. I write captions, design flyers, take photographs, produce social video etc. In addition, I monitor engagement, use appropriate hashtags and respond to inquiries. Since assuming the role in July 2018, I developed and implemented a strategy to foster organic growth. Content is centered on the following objectives:
- To promote events and programs
- To visually document our sisterhood and the overall experience of being a Soror in Sigma Gamma Rho Sorority, Inc.
- To highlight chapter member achievements
- To demonstrate chapter participation in volunteer and community-serving activities
- To raise awareness for select causes
As the saying goes, “If you fail to plan, you plan to fail.” All Theta Mu posts are planned in accordance with the Chapter events calendar. Some of the accounts followed include @SGRhoUpdates @SGRhoNER for our organization headquarters and region. Last summer, when working as a Photo & Video Intern for Jill Lotenberg, I filmed and edited an interview with Ryan Serhant from Bravo’s Million Dollar Listing. During the interview, he summarized their social media strategy and explained the importance planning out company posts in advance for each week. He also shared how he uses analytics to steer activity. For instance, based on statistics for his company and industry, posts are primed for the most impressions and engagement during the workday. He mentioned aiming to post around 2pm EST.
An important takeaway from my Epistoleus work and internship experiences which include socials / digital / interactive is to maintain professionalism in the online space. Something as simple as a spelling error can negatively impact company credibility. If the company uses specific styling, colors and fonts, it is imperative that consistency is maintained without deviation. The logo, crest and artwork must have the correct sizing and proportion. We’ve all observed images that are stretched and can agree that isn’t the company impression you’d like to leave. Social media revolutionized the way we share and distribute information; proper usage can provide tremendous value.