Last week, The Candidate
attended a social media strategy event hosted by Prohibition PR at the
Novotel Hotel in Manchester.
Chris Norton, the founder of Prohibition PR, gave an insightful
talk on how various types of businesses could optimise their social
media strategy when striving to meet their company goals! For those
who unfortunately couldn't make the event, we now share the
Prohibition PR is an award winning agency, based in Leeds, which
specialises in delivering ground breaking public relations, and
social media strategies to high profile clients such as Goldsmith,
Interflora, Meadowhall and many more!
The first point on the agenda was to discuss the importance of
having a social media strategy. There are many risks of not having
one, like failing to engage with your desired audience, wasting
your budget and exposing your brand to negativity; all of these
could be detrimental to your business. One idea that was
highlighted to us was that social media content should be directed
specifically to your target audience rather than using it to
broadcast a message to a large number of people; you'll drive your
ROI more by doing it this way!
"What's the use of running
if you're not on the right road" - German Proverb
Be where your customers are! Chris started out with the above
quotation, where he emphasised the importance of creating a great
strategy by defining your goal, before defining your objectives and
target audience. You'll then need to decide on which platforms will
benefit your company the most whilst planning your engagement
strategy. Once you're at this stage, you should develop your
content strategy; ensure that you establish your talented team and
your tool box before you can continue on the road to success!
Think telephone vs. megaphone!
Social media is about listening and interacting vs. shouting! Find
out what your audience is talking about and what they want to read.
Self-focused content is not going to work if you need to interact
with your audience and let them engage with your brand. By this you
must research your market, gain valuable insights that set you
apart, know the most relevant content of your audience, and, most
importantly, spot the gaps in the market! Your competitors may
already be talking the language of your audience, so you need to
know how you can be different!
Are you on the right platform?
Image used in the
It is essential to match your customer demographic to the right
platforms. Depending on your audience, find out what platform your
audience is on and target them at the right time! Once you have
chosen the right platform, then define your personas to identify
the personality traits of your audience, which network they use,
and much time they spend on there!
What is your brand voice?
It all depends on your audience and channel! Brands can be lively,
positive, fun or professional. Chris pointed out The Three C's of
- Culture- what does your brand stand for?
- Community- Listening can identify how your
community speaks and how you should speak to them
- Conversation- What do you want to add to the
When should you post?
Each platform is very different for this stage. If Twitter is your
main platform, then they say the lifecycle of a Tweet is only 18
minutes long and then it goes off and for Facebook it is 90
minutes. Here are a few guidelines:
Facebook:5-10 posts a week.
Twitter: 5-30 a day. Stay to weekdays if you're
on the B2B market, as weekdays provide more than 14% more
engagement than weekend.
LinkedIn: 20 posts a month (1 every weekday).
Most people do not check LinkedIn during the weekend, so don't
waste time posting during these days.
Social Media only works with a large audience, however, it is
excellent for acquiring new customers, introducing them to your
brand and enhancing the relationship with your clients. Although it
is essential to understand why your customers use social media, and
Stay updated on more events from Prohibition PR on
Eventbrite or their website.