FTW (For The Win) | Page 12

The Only Thing that is Constant is ch When you look back at the last decade, nothing has changed the public relations profession more than technology and the advent of social media. Businesses can no longer thrive with static newsrooms and one-way communication. The demand for fresh, relevant content and always-on relationships are driving consumer choice and perceived level of service. Not only do professionals have to ebb and flow with the latest emerging platforms, but they have to be savvy enough to know when—and if—to jump on board, while never losing sight of the tried and true tactics that are the foundation of our industry. So, how do communications professionals keep up? And, can the skills this ever-changing world demands be taught? Can you, for instance, learn the art of nuance? After all, discovering your voice and applying it to a particular medium is an art in itself. Following just a few key approaches can turn a Luddite into a leader: 1. Be Able to Answer the “Why?” If you’re advising a client to join a social network—whether it’s a long-established one or an emerging platform— be sure you can identify the benefits. Twitter, for instance, is especially helpful for real-time engagement, whereas Facebook and Instagram are better for building a community. 2. Understand that All Networks are Different. Sure, there are some similarities across platforms, but much like understanding why you’d join one versus the other, you have to understand the subtle differences that apply to each. The hashtag is a great example of this. Hashtags originated on Twitter as a way to aggregate and search tweets, but nothing makes you look more like a rookie than a tweet littered with them. In fact, best practices suggest no more than two per tweet. Conversely, studies show that Instagram posts with almost a dozen hashtags or more get the most interaction. Facebook joined the hashtag revolution in 2013 to little fanfare and not much has changed since then. 3. Observation and Immersion Works. Immersion has long been seen as a superior method for learning a language. So, why not apply that same tactic to learning a new social networking platform? As communicators, this should be a personal learning expedition. Don’t even think of using a client or organization as a guinea pig. Create your own accounts and observe first. Once you have a handle on the basics, start engaging. Luckily, social media isn’t rocket science, but it does take time. 10 | thestrategicfirm.com