https://www.techinasia.com/2013-china-top-10-social-sites-infographic ADVERTISING & PR SPONSORED BY: CERIS BURNS INTERNATIONAL
How to be a social climber
Managing Director, Ceris Burns, looks at the importance of social media to the cleaning industry and how PR agency, Ceris Burns International, can help your company raise its
profile. As well as trade press relations, companies in the cleaning and FM sectors
looking to raise their profile also need to know how social media can work for them. Platforms like Twitter and LinkedIn provide opportunities to communicate interesting, informative content, and to expand your network of contacts.
In many respects this is a good thing – access to information has never been easier, and companies can share their views on global platforms. However, it’s important to see the full picture when it comes to social media. Having incredible international reach at the push of a button means a company must have a clear strategy and have considered what they want to achieve, and who they want to engage with.
Set clear goals
The biggest challenge often involves maintaining a coherent and consistent brand identity over a wide range of channels, including the company website, online videos, blogs and social media. Confuse your audience and you will lose your audience.
Campaigns should mirror any strategic element of PR and marketing communications. Key areas for consideration include setting objectives, aligning your aims against long- and short-term business goals, understanding your audience and making sure your content is relevant and engaging. By having clear goals from the start, you reduce the risk of sending out mixed messages.
Be engaging
So how can we engage with people online in meaningful and interesting ways? Engagement involves ongoing communication over a lengthy period. This is achieved through authentic interactions, discussions and reaching out to people when they have specific questions or feedback.
Don’t underestimate the time involved to make social media activity a success. It’s important that organisations can provide ongoing resources to their activity as well as undertaking measurement and evaluation.
Hashtags help to categorise your content and to make it discoverable to users, but an excessive amount dilutes your message and can be off-putting. Focus on being clear and specific and stick to two or three to make the right impact. Incorporating images, videos and infographics in your posts, which align with your brand’s social media persona, are also great ways to increase social media engagement.
Tailor the message
While it’s crucial to be consistent with messaging, it’s also essential that each digital platform is used in the way that followers will respond best to. Different platforms lend themselves to particular tones of voice. In a multi-channel campaign, it can be tempting to copy and paste content from one place to another. Don’t! Some people subscribe to more than one channel, and they’ll lose interest if all your content is the same.
Going international
Although social networking has no borders, not every country’s most popular platform is Twitter or Facebook.
http://www.cbipr.com/sectors/ 20 | TOMORROW’S CLEANING PRODUCTS & SERVICES GUIDE 2020
twitter.com/TomoCleaning
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