Social media is an important PR channel for business but its instant nature amplifies mistakes that can quickly escalate into a crisis. The best way to avoid this is to make sure that employees have social media marketing guidelines to follow and your business has a clear strategy for engagement.

Social media is one of our core services if you come to us for PR support, which means we know a thing or two about the right and wrong way to use social as a channel. Whether you need a strategy for launching a new social media campaign or to consolidate what you’re already doing, we’ll work with you to produce a plan that works for your business objectives.

Social media strategy

It’s essential that we get back to basics, so any social strategy will start with establishing your marketing objectives and target audiences. Other sections include:

  • Social media audit
  • Competitive analysis
  • Social media channels and tactics
  • Tone of voice
  • Monitoring
  • Content plan
  • KPIs
  • Roles

Social media guidelines

These often go with the strategy and can be included in the main strategy document. The guidelines are for marketing purposes only; we do not provide HR policies for the use of social media. Guidelines are important for those “what do I do when…” situations and to ensure that brand values are followed.

These include:

  • Conversation style
  • Confidentiality
  • Dealing with comments
  • Representing company social media v personal social media profiles
  • Crisis management procedure

It’s a good idea to have your strategy and guidelines in place before thinking about taking a team through social media training. For this reason strategy and training often go hand in hand, but every business is different and each of these services is tailored for your situation.