Defining Success in Social Media: Revisited

          Social media continues to change how we as a society interact. Programs like Facebook, Twitter, Pinterest, Instagram, Snapchat, and the like allow for two-way communication to be immediate and boundless. Businesses and organizations must embrace social media to insure a higher level of goal achievement.While the idea of implementing these programs into an organization may seem daunting and unnecessary to the old guard, the new guard knows that social media must be embraced. As "new" as they seem, however, social media networks are simply different ways to fulfill old needs.

What a business does has not really changed.

How that business does it clearly has.

          One of the easiest ways to convince executives that social media can create value within an organization is to define what that value will be. While increasing the number of followers a social media channel has can be impressive, it is not a definable measure of success. Most businesses are concerned first and foremost with profit. Showing how - or if - those followers convert into monetary transactions is something that will show an executive the value that a social media program can bring. In his book "Social Media ROI," Olivier Blanchard suggests focusing on frequency, reach, and yield. Those terms can be defined as follows:

• Frequency - the number of times a customer makes a purchase
• Reach - how many customers you can reach
• Yield - increasing the amount of each customer's purchase (upselling)

          When social media efforts can be quantified in these terms, executives and other members of the organization are more likely to appreciate and understand the need to integrate social media into daily operations. Tracking how each program affected sales can be tricky. It is helpful to implement certain checkout codes or landing pages that are assigned from each different social media channel. Shoppers love saving money. Applying specific coupon codes to online orders can help determine if the social media program reached that customer and helped make the sale.

          An additional point to consider is that social media is not completely free. While most social media platforms are free to use, someone's time must be devoted to the implementation. Advanced monitoring programs - or outsourced monitoring services - can increase the cost of effectively implementing social media. These potential costs must be considered when justifying the program as well.

          There are many examples in today's business world where social media has had a large, positive effect on a company.  Domino's Pizza has effectively used social media, as Evan Schuman explains in this article:

"When the Domino's pizza chain announced on Wednesday (May 20) that it can now take pizza orders via Twitter, it was part of the chain's buy-anywhere-anyhow campaign. The rationale is that customers can stay within whatever media form they are using - social media, mobile, desktop, Apple Watch, etc. - and order a pizza without having to switch media."

      

This is a great example of social media being applied extremely well within a business. The particular use of Twitter and that company's "follower" rules plays again to Domino's advantage. When someone orders a pizza, it's easier for the customer, and Domino's profits financially while gaining a follower with whom they can share future promotions Additionally, that follower is likely using his preferred social media channel, so Domino's has a stronger chance of successfully reaching him in the future - increasing their reach. That's a fine example to show a hesitant adopter of social media for business purposes. 

In order to get others behind the idea of instituting a social media program, they need to be shown that there is a plan for social media, and that plan needs to be measurable. While her support is vital, it is not just a matter of convincing the executive in charge. All departments must be on board. Social media can benefit sales, public relations, marketing, human resources, and so much more. It is an integrated approach that will ultimately change daily practices - and results - for the better.

Shoot and Share

Public relations professionals are often so caught up on exploring where to post, that they lose focus on what to post. Just because you post something doesn't mean that your message will be heard. 

Creative content is key to reaching an audience. Undoubtedly, exploring social media channels is a vital function in PR, but posting interesting content on those channels is just as important. 

In general, posts that require the least amount of reading are usually among the most effective. Bullet points trump paragraphs as consumers' attention spans continue to shrink in this digital age. 

Showing, however, is almost always more effective than telling. Video is a viable option to consider when crafting your creative content. Storytelling is a great way to engage an audience, and video can be an effective way to tell your story.

Video content engages both the eyes and ears of your audience. In her article, "The 5 Basic Steps to Using Video for PR," Katie Gaab says:

"Ninety percent of information transferred to the brain is visual, and the brain processes this information 60,000 times faster than text. With video content, an organization initiates brand recall more quickly and efficiently."

But just how should you use video in your content creation? There are many ways:

• testimonials 
• video blogs
• tours
• Q & As
• commercials

...and more can help create interest in what you're trying to say. Video is sometimes even capable of improving the chance for media coverage when pitching a story to a journalist.

Alison Podwarski says that "90% of online shoppers at a major retailer’s website said they find video helpful in their purchasing decisions." The budget for your video production could be expensive to non-existent. Even videos shot on a cell phone can provide an authentic feel if that is the angle you wish to pursue.

Once you've created your video content, it can be broadcast effectively through multiple channels. "YouTube is currently the second largest search engine, after Google, with 800 million unique users per month." A YouTube channel can also provide you with an opportunity to offer your viewers the chance to subscribe if your content is interesting enough. Posting your video to YouTube also helps make the content more shareable and searchable. Additionally, YouTube is increasingly becoming a source for instructions. I personally have used the channel numerous times to research the best ways to make repairs around my home, for example. It is possible that repurposing your content with an educational angle could be beneficial in some instances.

Laura Sutherland, in her article Why Using Video in PR Activity is Good for Engagement says: "Cisco forecasts that by 2019, video will make up 80 percent of all consumer Internet traffic, up from 64 percent in 2014." There is no denying that video is a popular means of communication. If your audience research leads you to consider video as an option for your PR efforts, there are many examples - both good and bad - that can be viewed on YouTube. Learn from others, but make your content your own.

Snapchat Chat

Social media is a constantly-evolving means of communication that can expand the reach of public relations. As such, public relations professionals must stay up-to-date with the latest emerging trends and discover through trail and error if new platforms are worthwhile investments. In general, if your audience is using a certain social media platform, you most likely should be using it too. It is always best to reach people where they are already congregating. Other areas of business are not immune to these changes in technology as well. Studies show that many people are starting to prefer receiving customer service through messaging rather than the more traditional use of a phone number. Business evolves, and so must public relations.

Blogging, Facebook, Google+, Twitter, Pinterest and more have all worked their way into the public relations' toolbox. One of the most recent platforms to prove useful in PR is Snapchat. Snapchat is essentially a photo sharing application where the images ultimately disappear. It is used by most for its chat, messaging, and image-sharing functions. Overall, it has succeeded because using it is fun and immediate. Unlike other platforms, Snapchat's content is fleeting. 

In her article "6 Ways PR is Using Snapchat" Michelle Han outlines the following possible public relations functions for Snapchat:

1. Creative Messaging
2. Previews and Behind-the-Scenes Peeks
3. Deals and Discounts
4. Tips and Insights
5. Influencer Partnerships
6. Politics and Public Awareness

She also points to the recent #LastSelfie campaign by the World Wildlife Fund as a solid example of Snapchat being used successfully for PR. An example of Snapchat being used by small businesses comes from 16 Handles, a yogurt shop that offers discounts for users that share photos of themselves with their product. 

Content created for Snapchat should be designed to meet the distinct limits and common uses of the platform. Snapchat is not about yesterday or tomorrow, but instead today. Snapchat is about connecting in the moment. In my opinion, the closest comparison would be live-tweeting without the tweets sticking around afterwards. 

As with many social media applications, it is best to go directly to the source to learn the full capabilities of the platform. Snapchat is very different from all other platforms and not as intuitive in my opinion. Thankfully, Snapchat has a detailed and user-friendly support area for the novice user like myself.

In her helpful article "5 Snapchat PR Secrets: Digital Marketers Are Flocking to Snapchat. Are You?" Lisa Buyer says, "There are more pros than cons starting with a way to instantly get news out to followers to connecting with the media in an instant way using Snapchat’s chat feature, to communicating with clients and teams."

While some pre-existing posts from other social media platforms can be repurposed for a Snapchat audience, that's not really the purpose of Snapchat. There are many opportunities within the program to create platform-specific content that involve storytelling and point-of-view. 

Using Snapchat for public relations can be beneficial in reaching audiences in the here and now. If your audience is using Snapchat - and they most likely are - so should you.