While there are brands that step outside the box and find unique ways to boost their social media campaigns, most are still making the same common mistakes. Trial and error can yield mistakes, but it can also yield results. As social media evolves, there are more and more platforms gaining traction and making consistent feature updates. Additionally, there are more diverse demographics to tap into and become engaged with a company or brand.
A brand may be hesitant to try something new, like TikTok for example, or think its product or service doesn’t fit. However, it is usually worth the risk to dive in and accept the challenge of adding a new platform to the social media strategy mix. As top PR agencies know, a great example of harnessing a new platform is to find a way to incorporate a brand’s mission to expand this message.
What are some mistakes that could be made along this journey? How can they be avoided?
At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, our 22 years in the industry give us valuable insight and working knowledge of how a PR agency builds a winning social media strategy. The Durée & Company Dynamos are here to share some mistakes brands are making that could be holding back their performance on social media platforms.
Disregarding Influencers
There are influencers for every industry and brand. Finding one that fits is the latest method of social media advertising. With the guidance of a public relations agency, a brand can reach its target audience directly and authentically with the right influencer. It’s worth the research to find this perfect match, reach out to them and set up a mutually beneficial deal. Once a brand has one influencer relationship, it can build upon this relationship to embark on new ones.
Not Using a Hashtag Strategy
Each social media platform, from TikTok and Instagram to Twitter, all have different hashtag strategies—as the best PR firms can attest. Each hashtag should be used purposefully, and after monitoring them, should be changed if they are not working. It’s a good idea to use a combination of broad and niche hashtags to pinpoint an audience. A public relations firm helps find the optimal blend of hashtags that can reach a wide and targeted audience. It’s important to avoid any banned hashtags, and each platform has them, especially for emerging industries such as cannabis and psychedelics.
Falling Behind on New Features
Keeping up with changes and new enhancements on various social media platforms, and entrusting top PR firms’ proven methods for performance is essential to staying ahead on social media. As new technology emerges, new features are added. Examples like a new Instagram feed order, contests on Instagram, or TikTok stories, are a couple to keep track of, but how can a brand keep up to date with all the latest developments? The Dynamo Diary is a go-to resource for keeping up with the most effective strategies.
Neglecting Account Security
As social media platforms update features and services, the security for each update as well. This mistake is one that can be easily made and just as easily remedied. Keeping the login credentials secure, perhaps changing them with regularity, or taking advantage of two-factor authentication is ideal. A PR company can aid brands with this process as well.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
