How can social media be used to improve your company's public image?

In my experience, setting clear objectives is paramount when crafting a social media strategy. At a tech firm I worked with, we launched without a defined goal and saw minimal engagement. Only after reassessing and narrowing our focus to showcasing innovation and attracting talent did our engagement rates soar. This shift led to higher job applications and collaborations. The lesson? Understand your company's objectives, and tailor your social media activities accordingly. This precise direction ensures that your messages resonate with your intended audience and lead to measurable outcomes.

Based on my over a decade of experience managing social media accounts across all platforms, Social media is a double-edged sword. Careful management is extremely necessary. It can help you improve your brand’s image through creating valuable and relevant content, knowing your audience and goals, being consistent and authentic, and most importantly, monitoring and measuring your performance. However, you should also be careful not to damage your reputation by being too promotional, inconsistent, or unresponsive. Always remember that Social media is a two-way conversation that requires listening, responding, adapting, and evolving. By doing so, you can create a loyal and satisfied customer base that will support your brand in the long run.

Look at this through multiple lenses. Goals for the person who is publishing content. Goals for the company the person works for. Goals for the customer of said company. It needs to have synergy if this is meant to help the business. This may not always be the case - and in fact, that's okay. Letting your teams create content will ultimately be a net positive, even if it doesn't directly tie to a company goal.

Instead of focusing on the popular platforms, consider exploring niche or emerging platforms that align with your brand's unique message. Smaller platforms can offer a more engaged and loyal audience, often with less competition. Being an early adopter can position your brand as innovative and forward-thinking. However, be mindful of the potential risks and limited reach associated with niche platforms. It's a balance between novelty and established reach.

Go talk to 10-20 of your customers. Find out where they engage regularly -- don't just ask "What social platform?" Dig into things like.. - where do you go for advice? - what conferences might you attend this year? - what thought leaders do you trust? This all matters to determining how you use this as part of your plan.

Strategically utilizing social media to bolster a company's public image demands a focus on generating valuable, diverse content that resonates with and engages the audience. Companies can showcase their expertise and values by intertwining text, images, videos, and podcasts while sharing content from reputable sources to enhance credibility. The goal is to provide genuine value, steering clear of overtly promotional material, thereby building trust and fortifying the company’s reputation in the public realm.

While creating valuable content is essential, consider challenging the conventional content formats. Instead of following the trend, experiment with unconventional content that sparks debate and discussion. While it may or may not alienate some, it can attract a passionate and engaged audience that resonates with your bold approach. Just ensure your content aligns with your brand values and doesn't cross into offensive territory. It's about standing out, even if it means taking an unpopular stance.

Valuable is very subjective. It's tough to please everyone. Think about your values first - how do you want to create your persona? (Authenticity typically wins out). Build around that first. Shape your own thoughts and views. Determine topics that you believe are creating value for you and your audience. This typically means focusing on some great tactical elements to your job or industry.

Building in time throughout your day to come back and engage with not only your content but the content that your customers and the market are reading. Again, 3-part lens: 1. engage with your own content 2. engage with content of customers 3. engage with content in the market

Results for this type of strategy will be very indirect. You need to be okay with not seeing a direct ROI or result. But rather set up mechanisms to see the indirect paths. 1. use leading social metrics to help determine if the content is resonating 2. find ways that people can tell you how they got to your website

Don't become overly obsessed with metrics. Sometimes, the most meaningful impact on your public image isn't quantifiable. Focus on building genuine connections and relationships with your audience. Meaningful interactions, even if they don't result in immediate metrics, can have a lasting positive effect on your brand's image. Balance quantitative data with qualitative insights to get a comprehensive view of your social media impact.