Don’t Turn Into A Public Relations Pariah

10 things PR people need to STOP DOING RIGHT NOW on social media

by Jacob Lemus

Image via Pixabay

Social media has given public relations practitioners the ability to reach audiences instantly at little to no cost. But simply creating accounts and spamming your followers with endless posts isn’t going to get you (or the organization you’re working for) anywhere. So, without further ado, here are 10 things PR people need to stop doing right now on social media.

1. Posting Without a Strategy
Social media is a tactic, so know why you’re using it. Tactics serve a strategy in order to complete objectives. Posting without a strategy in mind is for amateurs, not PR pros. Here’s a blog on social media strategy to help you get started.  

2. Talking at Your Audience
One-way communication on social media is almost dead. But as long as there’s a single practitioner out there that doesn’t understand social media should be a conversation between an organization and its audience, it deserves its place on this list. You should be observing people’s behaviors and addressing their needs. Make sure you are talking with your audience, not at them.

3. Posting too Frequently (or Infrequently)
This gets tricky due to the difference between social media platforms.  If it’s a Twitter account, you can to post multiple times a day. On Instagram, stick to a daily post with some engaging content on your story throughout the day. But don’t get carried away.

4. Neglecting to Research Influencer Efficiency
Just because an influencer has followers doesn’t mean they have an audience, and vice versa.  Research the interaction they have with their followers. If you do decide to utilize the influencer, make sure there’s a way to see how much his or her audience is being directed back to you (or your client).

5. Failing to Track Analytics
If you haven’t heard of analytics; learning what they are, what they do and what you can do with them is the first thing you should do AFTER you finish this article. If you don’t believe how important they are, I dare you to see how much the social media analytics market is expected to grow.

6. Synchronizing Posts Across Various Platforms
Posting the exact same post on every social account you have can muddle or discredit your brand’s message. Especially when the message isn’t tailored to the channel on which it’s being distributed. Besides, synchronization often makes a brand seem unnatural and insincere.

7. Hating on Hashtags
Listen, I’ll be the first to admit that I’ve done my fair share of bad mouthing the hashtag #iStillDontRememberWhenItStoppedBeingThePoundSign. But the truth is, when done well, that little symbol has the ability to instantly connect people and ideas. Do everyone a favor and learn the hashtag dos and don’ts so you’re not annoying about them.

8. Following Every Trend
It’s just like high school, we know you want your brand to be popular; but be yourself.  Following every social trend can confuse your audience and create backlash. Just ask Pepsi how taking on police brutality went when armed with Kendall Jenner and a soda can.

9. Forgetting to Direct Followers Back to Your Website
Driving traffic back to your website not only moves your site up in search engines, it directs people back to media you own. And good PR pros know that owned media is where you can beset tell your brand’s story.

10. Relying on Organic Traffic
Social media is often touted as a free way to connect with your audience. That is 100% accurate; but you need to pay if you want to make the most out of the millions of people at your fingertips. Don’t be cheap; invest in promoting your posts.

Keep these rules in mind and you will succeed in the ever-evolving landscape that is social media. But since it is always changing, be sure to stay on top of new tools and rules.  ln a profession built on storytelling and networking, the last thing you want to do is become a pariah.