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Going to the Max on Social Media Content
By: Gerard E. Mayers
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Ragan’s PR Daily’s Chris Lyman recently posted a very intriguing article on how we flacks can maximize or enhance our social media content marketing.
The social media platforms mentioned in the piece are Twitter, Pinterest, Facebook, YouTube, and Blogging.
Lyman offered tips about each social media platform that are of interest, which I relate below.
Twitter – We all know about the 140 character limit for tweets and how this forces us to be concise and exact and use alluring hashtag headlines. But, Lyman asks, did you know there is a way to include top trending hashtags which may relate to your post? Doing so may widen the audience of followers for you. (More on trending hashtags located here.)
Pinterest – It’s all about the images, isn’t it? Lyman urges us to not “forget about the text. Including a detailed description of the photo along with relative hashtags will increase searchability. Also, be sure to consider SEO when titling your post.”
Facebook – “Like,” “share,” and “comment” functions of Facebook make it very easy for us to keep track of audience engagement. Since most people are at work during the day, Lyman notes, they are more apt to get on Facebook on short work breaks. This means they do not have a lot of time to read long text blocks, watch videos, or click links.
So, how to make Facebook a better marketing tool? Lyman suggests “an easy-to-process visual element can drive your message home and further engage your audience. Try eye-catching images, “top 10” type lists, and even memes (images with overlaid text). Posting quick surveys (or even simple questions) is another good way to interact with your fan base.”
YouTube – Just about anything can be found on YouTube these days. For businesses and PR, YouTube can be a great marketing and communications tool. Just as with everything else in our business, we need to remember to K.I.S.S. – Keep It Simple, Silly! Lyman asked, “If a picture is worth a thousand words, is a video worth a thousand pictures? He noted further, “the best practice here is to make sure you have an exciting, funny, or otherwise interesting story to tell” whatever particular target audience you might be trying to reach.
Blogging – This is probably the most flexible content platform you or your organization can use. As with any other content platform, it needs to be updated and maintained regularly; otherwise we could be guilty of “zombie media” as mentioned in one of my earlier posts.
Lyman’s tip on enhancing use of blogging is to break up “blocks of texts with images and video. Try posting galleries of multiple photos on a regular basis as well; just don’t go over the top with the number of pictures you include.”

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About the Author
Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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