Social media, the modern means of communication that has brought cultures and worlds together, is also quite integral to PR. But most PR professionals are already aware of this fact. But alas, all social media platforms aren’t equal. So while PR experts already know that social media is crucial to their roles, the question that remains is which social media platforms are most impactful in a PR strategy?Read Now
What makes Facebook such a Powerhouse for PR? Well it’s sheer popularity for one. Additionally Facebook has evolved over time, shaping itself into a platform that users and ecommerce experts alike love. Features like Facebook ads allow businesses to promote their services and products while live streaming options allow both users and entities to reach out to millions in real time.
Most social media platforms are primarily geared towards social interactions, which left the corporate world out of the loop. Thankfully, LinkedIn came on the scene. This social media platform is specifically designed to facilitate professional networking. LinkedIn is therefore perfect for B2B brand promotion and PR experts operating in this niche are miles ahead of their competition when they incorporate this platform into their PR strategy. With over 700 million users as of 2020, LinkedIn offers a very expansive network pool to its members. The platform is expected by experts to grow even more before the end of 2021.
With over one billion active users each month as of May 2021, Instagram is another of the powerhouses in social media platforms. The platform, which was bought by Facebook in 2012, has a demography of mostly US, Brazilian and Indian citizens.
If you are a modern PR professional who has turned a blind eye to this social media platform. Be warned- ignore TikTok at your own peril. On the face of it the platform seems like all it has to offer is frivolous entertainment through its short videos, but it has evolved into a very powerful PR tool especially for those who aim to capture the demography that has become fascinated by the platform. Brands that are targeting the Gen Z demography cannot afford to overlook TikTok as it offers excellent opportunities to deliver promotional messages. This may include the posting of sponsored content as well as driving traffic from this content to other digital spaces belonging to the brand. TikTok can also act as a testing tool for brands to assess the impact of their PR strategy. One way to gauge the impact of an ongoing or recently completed marketing campaign, for instance is to look out for related TikTok videos or challenges.
The microblogging and social networking platform Twitter still has a pretty strong pull when it comes to social media users. The 2021 data reveals that the site has 192 million active users each day and a demography dominated by 35-65 year olds and more males than females. The site’s 353 million strong advertising audience also makes it a sweet treat for anyone in the promotions and marketing business.
As social media platforms continue to grow and evolve to meet the demands of the evolving world, their potential as communication tools for marketers and promoters is set to increase exponentially. A PR strategy that seeks to truly maximize target market engagement must incorporate a combination of these powerful social media platforms.
Your business is like a computer in one way- sometimes you need to reboot. And one of the best ways to reboot is to rebrand. Rebranding refreshes and upgrades the image of the brand in the eyes of the target market and includes elements such as a new logo, slogan or name as well as a redesigned website and fresh content. But how do you know when it is time to rebrand? Below are three of the signs that should prompt you to consider augmenting your brand through a rebranding project.Read Now
Your Brand Fails to ‘Connect’ With Your Target Audience
If you have lost the attention of your target market, this is a major reason for rebranding. All demographics evolve over time which means their needs and tastes will change as well. A brand that is still targeting old tastes and needs is ultimately outdated. Reaching your target market is crucial to business success and therefore if your brand is failing or underperforming in this area, it is time to consider rebranding. You can tell that you either have already lost or are on the road to losing your target audience if they no longer engage with your social media pages, if there is a reduction in responses to periodic promotions (like promotional competitions and giveaways) and if they reduce their patronage of your brand. Sometimes you can get the message straight from the horse’s mouth. In other words, through surveys and polls, you can hear from the target demography itself how your brand is impacting them.
Your Business Dynamics Have Changed
Businesses, like pretty much everything else in this world, evolve. Consequently, a brand that has been on the market for a few years is likely to have undergone some amount of change. Perhaps there has been a change in the product being offered. Or maybe you have grown, incorporating other elements (additional products or services) or to suit the evolving needs of the market. A change of ownership also alters the very nature of a brand. If a merger has happened for instance, you’ll need to decide whether the two merged entities will share a single identity or whether they will remain distinct. Sometimes it is the brand’s vision that has changed, necessitating a change in branding.
Ultimately, if your brand has evolved over time, the strategies you use to reach your target market may no longer be effective. It is always important for the brand’s PR strategy to be perfectly aligned with the brand’s identity, so when this identity changes, the PR strategy has to change as well.
Your Brand’s Identity No Longer Stands out Above the Competition
If your competition has caught up with you on the PR front, it is definitely time for a PR overhaul. If your PR strategy has remained unchanged so long that your competition has been able to catch up with you, a change is due. The last thing you want is for your target market to be unable to differentiate between you and the competition. When it gets to that stage, you will be losing precious sales to your competition.
Entrepreneurs and business managers need to keep their fingers on their operations’ pulse in order to detect the signs that point to a need for rebranding. Timely rebranding is also important as rebranding projects typically do not produce immediate results; instead, their impact is typically felt and seen weeks and even months after their execution. And of course, the earlier these signs are noticed, the sooner a rebranding project can be conceptualized and executed.
Social media platforms have become staple features in social and corporate spheres. This is because they are extremely accessible, effective and convenient communication tools. But social media platforms often become defunct over time- especially if they don’t adapt to meet the ever evolving needs and demands of the market. Don’t be among the last to know when a social media platform is losing its flavor.Read Now
At the time of its 2011 launch, Google+ showed a lot of promise as a social media platform. As Google’s fourth attempt at creating a super social media platform, Google+ was the descendant of Google Buzz, Google Friend Connect and Orkut. Its popularity soared to 395 million active users in 2016. Unfortunately it couldn’t survive the killer combination of competition from other giants in the industry like Facebook, a major security breach and low usage (the few users who did log in only spent about 5 or less seconds on the page) and ceased its operations in 2019.
Facebook’s predecessor, which emerged on the social media scene in 2002 and seemed quite promising in the beginning, has unfortunately met its demise. Friendster started out as a popular social media platform dominating the Chinese market and soon evolved into a gaming site boasting a whopping 115 million users before fizzling out between 2014 to 2017 and then leaving the stage altogether in 2018.
Many perceive Vine as the social media platform that is most similar to a shooting star. Purchased by Twitter just before its official launch, the platform started out with a bang, dazzled everyone burning brightly and then fizzled out. Aptly described as an early days TikTok; Vines was primarily focused on short form video content, allowing users to post and view 6 second videos. This was quite revolutionary at the time and the platform is credited with starting a trend towards video content on social media. In 2013 the app shot to the pinnacle of success becoming the most downloaded free app in the US’ IOS App Store. But alas, failure to adapt led to Vines’ demise in 2016.
MySpace was among the earliest arrivals on the social media scene, preceding even Facebook. It is quite similar to Friendster and in fact was inspired by that site. Between 2004 and 2005 the site amassed over 20 million users.
Today though, very few digital citizens are aware that MySpace still exists and this alone is testament to the immense decline of the once popular social media platform. The platform suffered its biggest blow in 2010 when roughly half of its user-base simply abandoned their accounts. Experts opine that among the reasons for its demise are; the plethora of ads users are bombarded with, the platform’s facilitation of anonymous usernames, a general lack of innovation frequent redesigns (which occurred as the site changed ownership frequently and the lack of creativity in the interface.
Ownership of the platform was transferred to Time Inc in 2016. The site still gets visitors with over 7 million people visiting daily. But when compared to giants in the industry like Facebook, Myspace is at the bottom of the popularity barrel. Experts are on the fence about its future with some predicting its imminent demise while others think the site could bounce back in the future.
Defunct or dying social media platforms are not worth your time especially if your goal is to promote your brand. You’ll find yourself investing time and effort only to reap minuscule results, or none at all! Pay close attention to the industry so that you’ll be among the first to know when a platform is declining and heading for closure and in so doing avoid wasting precious time and resources