Developing Your Digital Media Strategy

by Dulce Carrillo

We live in a world largely connected by digital media. Public relations professionals can reach publics immediately through online mediums. As a communicator, this technology gives you ample power to promote your brand. Here are six tips you can follow to develop your own digital media strategy.

1. Define the objective of your platform: Your brand’s social media and web pages should serve specific purposes. Are you in need of a medium for media relations? Maybe you need a tool for product marketing or investor relations. Where will you consolidate your company backgrounders and media kits? You will need some things and not others, but always know why your digital property exists.
2. Know your audience and communicate accordingly: If you are reaching out to teenagers, make sure to follow social media trends that engage them. If you are more concerned with their parents, then use something that particular demographic will interact with. Offer substance and content that is meaningful.
3. Use simple but strong graphics: Most of any online audience will continue scrolling if there is too much text and numbers on an image. Keep it easy to read and aim for key information only.
4. Update constantly: With the power of today’s technology, people are used to being updated in a timely manner. Your social media and web pages cannot be posting updates behind schedule, especially during crisis.
5. Promote interaction: Let the people viewing your content take actions. When appropriate, try to provide links, polls and other actionable features. Give people a reason to remain on your page and a reason to return.
6. Invite feedback: For many brands there is always a need for improvement. By encouraging your audience to give their genuine thoughts, you will earn a better picture what content is relevant and what is unnecessary.

The capabilities of digital media are constantly improving and this leaves great opportunities for PR pros. To be successful, first understand the rules of what you are working with and the benefits will follow!