By: Susan Finco, President, Leonard & Finco Public Relations
It’s easy for people in an organization to say “we have to be on social media;” but it’s often hard for them to explain why or what platform you should be using. Social media isn’t a one size fits all solution for communication. In fact, it is like any other PR tool, which means before you make a decision on what tools to use, you have to have a strategic communication plan in place. Who’s your target audience? What does the research tell you about them? Why are you trying to reach them? What do you want them to know and do? Answer those questions (and others that are part of your plan) and then take a look at what tools can help you get to your goal.
Social media will most likely be in the mix, but make sure you understand why you’re using a particular platform, what you need to do to be successful and how to measure your results. You don’t have to be everywhere to have an impact but you do have to be in the right places for your organization to succeed.