Tag Archives: Social Media

Social Media and Social Distancing

Effectively focusing on social media during a time of social distancing can be a challenge for many organizations. For starters, employees can’t get together for photos and videos on social media channels. In addition, staffing cuts and reassignments make it difficult to prioritize social content when more critical communiques are needed nonstop.

So, how important is social media at this time and how can it really help you?

4 Key Benefits of Social Media – During and Post Pandemic

Social media is a powerful tool that often is not used to its full capacity, especially in B2B marketing.

Many of your stakeholders are stuck at home and are frustrated, distracted, even struggling. By harnessing the power of social media, you can cost-effectively yield four primary benefits. These are: 1) Maintaining connectivity with stakeholders; 2) Developing organic, authentic content that people want and need; 3) Supporting content marketing through syndication and promotion; and 4) Proactively managing your reputation online.

Maintaining Connectivity with Stakeholders

Staying top of mind with key stakeholders can go far to grow sales, keep existing customers informed, and maintain strong communications with investors. Social media offers your VIPs a steady stream of digestible content, which demonstrates relevance and continuity – especially during challenging times. It can show you care, are listening, and are available to help solve timely problems. At this time your social presence can be more crucial than ever before. While social distancing is likely to persist at some level into the foreseeable future, maintaining your online presence and increasing social media engagement can keep you and your clients connected.

Developing Organic, Authentic Content

Creating content is necessary to continuously develop your company’s social channels. Search engines are programmed to ignore duplicated content, which is why authentic copy is crucial for your business. You want to get on a schedule of when to post organic, authentic, and relevant content on your website, social channels, and in blogs. Not only does this help boost your online visibility, but it benefits your clients or customers by keeping them well-informed and in the loop. It is important to ensure that your content is not overly promotional or commercial and that you are sincerely looking to add value. You want to help others and build a following, not turn them off.

Content Syndication & Promotion

Building and syndicating content allows your company to attract more web traffic and expand your reach. By using a variety of channels and integrating these, along with your marketing messages, you can expand reach, visibility, and brand exposure. This holds true whether you are a person, for-profit, nonprofit, brand, or municipality. As people are generally staying home, this can play to your advantage as your audience is “captive.”

Be aware of your company’s strengths and submit guest articles to relevant industry publications to draw more attention, LinkedIn engagement, and website traffic. Any time your company is mentioned in an article or news site, summarize it, use industry key phrases, post it on your website, and share it across your social media channels. This draws attention to your business while also developing connection between industry platforms and your site.

Managing Your Reputation Online

Your social media accounts help “control” your business’ narrative and perception among key stakeholders. Managing your social media presence by responding to comments and interacting on your followers’ posts can help maintain a connection between your organization and its target audiences. The lines of communication you establish with customers through online platforms shows who you are as a brand, which, in turn, can create a stronger or more positive reputation online.

Your organization’s reputation online is increasingly important as most people/companies search online before purchasing products or services. While people are isolating, a reputation online is even more vital to maintaining your reputation and brand integrity; it can ensure that your messaging and image are effectively being managed.

These social connections are essential to keeping and increasing customer loyalty. Interacting with your customers on your posts keeps driving relationships.

People look for communication during uncertain times; by continuously doing this, you are staying top-of-mind while also giving them something to consider while they are at home working, hanging with their kids, or watching a show on Netflix.

A strong social media presence is important in this time of social distancing. It can go far to increase engagement among stakeholders, grow your content marketing, and manage your reputation.

To receive a sneak peek of Chris Rosica’s forthcoming book, The Power of B2B Social Media – The Marketing Strategy You Can’t Afford to Ignore, email PR@rosica.com with “Sneak Peek” in the subject line.

7 Strategies for Using Social Media to Grow Thought Leadership

Does your organization have the reputation of being a true innovator in your field? Maybe there’s a person in your company who is a true subject matter expert, possibly one of your C-level executives, product/service specialists, or another key opinion leader.

In his forthcoming book entitled The Power of B2B Social Media, The Marketing Strategy You Can’t Afford to Ignore, Rosica Communications’ President Chris Rosica defines a thought leader as “an individual, brand, or company that has the reputation of being an authority in its field, one with specialized expertise; a trusted and highly sought-after resource with credible, trustworthy subject matter experts or key opinion leaders.”

When aiming to become a thought leader, it’s important to remember that thought leadership is not about being known, it’s about being known for something.

Here are seven thought leadership strategies that will help grow your social media presence:

1. Pinpoint your positioning and messaging

In a CBS This Morning interview, New York Times best-selling author and educator, Simon Sinek said, “If you don’t know why you do what you do…then how will you get people to be loyal?” Identifying a groundbreaking new positioning that differs from what your competitors are focused on, should be at the core of your organizational and marketing strategies and matrixes.

After you define your positioning statement, it is important to develop audience-specific messages, and back them up with statistics and valid reasons to believe them. Conveying these beliefs to your sales, marketing, customer service, and other internal staff members is crucial so messages to stakeholders are consistent. Then, regularly disseminate these messages through social and other channels.

2. Generate earned media to bolster social

Earned media is the (non-paid) media coverage you receive through pitching stories to targeted reporters and media outlets. In the realm of thought leadership, opportunities like television interviews, bylined articles, and op-eds are excellent ways to share your organization’s beliefs and positioning. Since media outlets typically have large social followings through earned media, you gain the ability to reach a large audience of stakeholders across multiple social channels including YouTube, Instagram, Twitter, and Facebook. In addition, you can synopsize the media attention you receive and syndicate it on social channels to build credibility and engage followers.

3. Leverage social media to manage perception

Social media is a prime channel for reaching stakeholders. On these platforms, you can completely control the narrative. As mentioned, social media is great for sharing relevant articles, industry news, and trends, as well as the key messages developed during your positioning and messaging exercise. According to Business Insider, “since 2018 social platforms have seen explosive growth around innovative video formats like Stories,” so it’s important to leverage tools like this to manage perception, educate your stakeholders, and engage customers.

4. Strengthen your content marketing efforts on social channels

It is important to generate earned media through high-quality content posted on social channels. This includes thought leadership pieces like white papers, infographics, news releases, survey data and clinical studies, and other quality content. The content you create must be authentic and relatable, even more so on social channels — where transparency and authenticity rule. Of course, it must resonate with stakeholders you’re trying to reach. It’s important to remember it should not look like an advertisement, and instead, should be more organic.

Disseminating these attention-getting assets should be systematic. Customizing content for tradeshows, social, and email is a must to strengthen your overall marketing efforts.

5. Remember that people create thought leadership

People not only serve as the conduit by which you secure earned media coverage, but their expertise promotes trust and credibility. Key opinion leaders (KOLs) and subject matter experts (SMEs) should be developed from within organizations — rather than overreliance on outside sources.

While people have their individual LinkedIn profiles and Facebook pages, company profiles are vital in the social thought leadership and branding process. Leverage your network and that of your staff and partners to tell the story and position your organization as experts through social.

6. Repurpose and leverage earned media content on social

It’s important to know you need to repurpose and cater content to fit the needs of each social platform. While it’s great to share worthy news on all social channels, it’s important to tweak them to fit the needs of each. For example, you wouldn’t post a two-minute video made for YouTube on Instagram. Instagram videos typically should be about 15-30 seconds long.

Earned and original content can and should be syndicated and promoted. Practicing this can help bolster SEO, social media, direct marketing, online reputation management, and your conference marketing activities.

7. Connect with influencers on social channels

Engaging with influencers on social channels helps your organization gain followers in return. When you know the influencers you interact with, as well as like and share their posts, you garner their attention and begin the relationship-building process.

An effective way of building thought leadership on social media is to build relationships with and follow other thought leaders. This approach can help you build your following along with credibility, connectivity, online presence, and engagement.


To learn more about building thought leadership through social media, email pr@rosica.com.

Social Media Marketing Trends for 2020

A new year means new technology, and with new technology comes the need to evolve. This is necessary in order to capitalize on the vast opportunities that come with new social tech tools and practices. We live in a world where trending apps and social channels change regularly. Every year, it seems a new social media platform comes along that dramatically changes the communication landscape. In 2019, the App in the spotlight was TikTok. How do you stay ahead of the curve? How do you take advantage of the latest social tools? And, what does this mean for your business?

Here are 5 tips for upgrading your social media marketing this year:

1. Use AI to your advantage

Artificial intelligence (AI) is a great way to help your customers get the information they need in an easy and convenient way. Many businesses in the healthcare, food, and nonprofit arenas have introduced AI to their marketing efforts through chatbots and online scheduling options. Integrating this technology into your organization, whether through a website, social media campaign, or online marketing effort, is beneficial to both your company and your customers and stakeholders.

2. Establish relationships with influencers

Connecting with influencers and having them talk you up is worth the time, cost and energy. This process, which is an integral part of public relations today, benefits your organization due to the importance of the influencer’s audience/reach and how they are perceived and respected. A vlogger with 300,000 followers on their YouTube channel or an Instagram account with 500,000 followers, can go far to promote your company and/or products.

3. Establish your brand’s identity

Establishing an image or guidelines for your brand helps characterize your organization. It’s not just about an interesting logo, compelling color scheme, contemporary website. It’s about standing for something and creating powerful messaging — then conducting effective marketing so you are known a key differentiator. It’s about having a unique social voice, which sets you apart, and enables you to be known for something.

4. Use video

According to a recent HootSuite report, frequent TikTok consumers watched on average 46 minutes a day of content. This is noteworthy, because TikTok videos are only 15 seconds long. While the targeted demographic for this platform is typically Generation Z consumers, the app does offer several features other platforms are now integrating. Staying aware of these trends helps keep your business ahead of the competition.

If TikTok isn’t a platform your company would use, Instagram (IG) stories or IGTV are a great alternative. Instead of redirecting users to an external link, like a YouTube video, IGTV allows users the ability to watch longer videos from the app.

5. Post quality content

While it’s important to post frequently on social media to remain at the forefront of your customers’ minds (and protect your reputation online), it’s only worth doing if it’s interesting, quality content. Planning ahead and setting a schedule for content and getting several people in your organization involved in the content development process are great ways to ensure the future success of social media and content marketing initiatives.

Want to learn more about taking your social media efforts to the next level in 2020? Contact pr@rosica.com to connect with our team.

Six Ways PR Can Grow Thought Leadership

With the rapid growth of technology, the PR industry must evolve. In his latest article, Chris Rosica explores how PR can create thought leadership. The piece, entitled “Six Ways PR Can Grow Thought Leadership” reveals how this approach can apply to B2B and B2C companies and brands alike. The six topics highlighted include positioning and messaging; earned media; social media connectivity; content marketing; the role people play in thought leadership; and how to repurpose earned, social and owned content to reinforce industry leadership. Together, these build a company’s presence while growing sales and brand equity. Find out how to implement these six practices by reading the full article: https://www.linkedin.com/pulse/six-ways-pr-can-grow-thought-leadership-christopher-rosica


5 Things Smart Companies Do To Integrate and Measure Marketing

In his latest article that appeared on LinkedIn’s Pulse entitled “5 Things Smart Companies Do To Integrate and Measure Marketing,” Chris Rosica discusses how earned and social media, marketing automation tools, influencer marketing, content marketing and SEO & SEM can work in tandem to create an integrated and metrics-driven marketing program.

He writes, “… the ability to measure PR and marketing outcomes – made possible through the Internet and new and improved software and social media tools – offer marketers smart solutions to their challenges, which include lower marketing budgets and ROI-based corporate decision making. Make 2017 the year that you prioritize integrating marketing communications so it becomes a reality for your organization and its leadership standing.”

Read the full post on LinkedIn Pulse https://www.linkedin.com/pulse/5-things-smart-companies-do-integrate-measure-marketing-rosica?trk=prof-post



Expert Crisis Communications Council

Rosica specializes in health-related strategic internal and external corporate communications and media relations. We are helping corporations, public and private schools, universities, and nonprofits with COVID-19 communications preparedness and management.