Throughout my professional and academic career, I recognized how critical social media is in public relations. From news to entertainment, social media is a massive part of our lives now. PR professionals must use this tool to connect with audiences and promote our organization!
Having Social Media as a Tool in your PR Kit
You can use social media as a tool rather than just a platform in several ways. Many social media platforms have built-in analytic monitoring services, allowing organizations to track their engagement and impressions. This can be helpful to gauge how specific promotions and campaigns are working with your audience.
Social media also offers a two-way communication channel with your stakeholders and target audiences. Allowing for post feedback lets your audience feel connected to the brand or organization, keeping that relationship.
Creativity is a big part of social media that traditional news, press releases, and other forms of media do not offer. With social media, there are creative ways to connect to your audience. You can do this via polls, comments, taking on social media trends, and commenting on influencers’ posts.
Creating a Social Media Campaign for Mejuri
To polish my social media skills, I created a social media campaign for the brand I have worked with for the past couple of weeks, Mejuri. ( Check out my previous posts on Mejuri brand collateral for context!) For this campaign, I relied on consistency and adjusting the post to the platform. For example, this campaign was centered around the Mejuri anniversary sale and was an Instagram and Facebook post exclusive as that’s where our major audiences are.
Mejuri Anniversary Campaign: Instagram Post
Anniversary Sale: Facebook Post
Utilizing consistency in the Mejuri logo allows for brand recognition. Repeated promotion of “Shop our anniversary sale.”
I wanted to utilize these posts to be the main element of promotion. I followed through with Mejuris’ editorial picture feel and blended this into the anniversary campaign. Using high-contrast images and them becoming the catching eye point of the posts.
Facebook Cover
Twitter Header
I wanted a consistent header/cover for the Facebook and Twitter headers that would stay on these platforms for multiple campaigns and seasons. One element of Mejrui is their catchphrase, “fine jewelry for being your damn self.” I utilized light gray, cream and dark exposure images that match Mejuri’s clean and crisp tone.
When Creating Social Media Content, Keep in Mind…
Brand voice, culture and tone are key to staying connected with your pre-established audiences.
For Mejuri, aligning with their classy, editorial, and clean vibe was important. They have consistently used product images focusing on the “people” aspect. It is important to keep these elements. That way there is greater brand recognition, so it feels genuine to the audience.
Platforms for Social Media Campaigns
Platforms like Canva are user-friendly, free and expansive. Canva has several elements that you can add to your posts. Canva also offers templates that can provide a jumping-off point for your creations. Templates are great when you need to see examples and ideas to generate your own creativity and ideas.
There is also a new feature that can help in idea generation. Canva has an AI helper called “Magic Tool,” which allows you to input ideas and design elements.
Canva is a great accessible platform for social media creation and is easier than its predecessors, InDesign and Photoshop.
Canva offers many tutorials, and you can even utilize the AI helper to guide you through your designs.
Here are several more articles and resources on how social media can be one of the best tools in your PR Toolkit.
