By Laura Powers
Many companies today are active on Facebook, LinkedIn and Twitter. These essential social media profiles have become professionally acceptable ways of engaging with target audiences.
When firms work with a marketing agency, such as Furia Rubel Communications, the agency often is asked to write and post content on the organization’s behalf. This can be done in various ways depending on the client’s in-house resources and their contract with the agency.
Typically, agency engagement involves Furia Rubel posting the following types of content on the firm’s social media profiles on an ongoing basis. Each post typically consists of a paragraph of teaser content with a link to the relevant page of content on the firm’s website:
1. Accomplishments, awards and honors for the firm or individual professionals
2. Magazine stories such as feature articles
3. News articles in which the company is named or professionals are quoted
4. Blog posts
5. Firm news, such as new hires
6. Speaking engagement news
Tips for Individual Professional Engagement
The following types of social media post content are recommended for individuals to post on their own social media profiles. Content should be posted on a consistent basis at whatever frequency works with their schedule. Each post should include a paragraph of teaser content (original thought) with a link to the relevant page of content from the source:
1. On individual Facebook, LinkedIn and Twitter profiles, share the same public relations content that is posted on the company’s official profiles (see above).
2. Share newsworthy articles related to and affecting the company’s work from industry organization sources.
3. Share articles of interest to the public that relate to the firm’s core business services from consumer resources such as The New York Times.
4. Create posts relevant to days of the year that relate in some way to the organization’s target audiences; for example, a back-to-school post, a Thanksgiving season post, or a Father’s Day post.
5. Share photos and/or video from activities that you participate in outside of work; for example, 5K races, volunteer work, or attendance at a special event.
Many professionals who previously have not been active on social media want to be engaging on those platforms, but they aren’t sure how. These tips should help get you started.