How to Make Sure Your Clients’ Social Media Doesn’t Take Off

 In PR 101, Social Media

We spend plenty of time on our blog discussing “how to.” How to get into a trade magazine, how to get the most out of attending a conference, how to run a #finstagram and the list goes on. This week, I’m here to tell you how to not do something. How to make sure your client’s social media channels garner no engagement, earn no impressions and fail to attract a target audience. All of these traits center around laziness. If you want your client to move onto a new PR firm to handle their social media – do the following things.

Don’t Develop a Brand Voice

If you want to have a succinct channel with a distinct and powerful voice, create a brand voice. If not – jump right into posting! When I develop brand voices for clients, I visualize the ideal person who embodies the firm and their mission statement. What does this person read? Where do they live and hang out? What television shows do they watch? Where do they see themselves in five years within the firm?

Audiences want to imagine a real human behind the content. To accomplish this, your brand voice should be at the heart of every piece of content you post.

Don’t Extensively Research What You’re Posting

If you want to inevitably have egg on your face at some point, blindly share on channels. If you want to seem methodical in your social strategy and be the steward you should be for your client, thoroughly vet every single piece of content you put up. I’ve found seemingly perfect articles to share on client channels, only to realize that the article is largely touting a competitor or has an unsettling message at the very end of the article.

Don’t Examine Monthly Metrics


If you don’t want to know what kind of audience you’re attracting, which posts are gaining engagement and which are falling flat – avoid looking at metrics! If you do want to know that information and much more, consider paid social metric platforms like Hoot Suite or Sprout Social, along with free tools like Google Analytics and the analytics that come built into each platform, like Twitter Analytics. Make a point to examine the analytics at least once a month and make adjustments as necessary.

Whether you’re taking over clients’ existing social accounts or beginning social channels for them, you should create a brand voice, vet all content and examine how you’re doing every month in order to have a channel succeed.

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