With all the social media platforms out there, it can be confusing to try to figure out which one works best for you or your brand. The following guide will help you determine which social media application is best suited for you or your brand.

Platform for Sharing Photos and Videos: Instagram

Instagram is the perfect social media platform if you or your brand wants to share engaging content with your followers and target audience. This platform allows its users to post photos, videos, and stories for their followers, while also engaging with other users. Instagrams sole purpose is to enable its users to engage and share with their audience. Click on the following link to learn some helpful tips to remember when using Instagram, https://setapp.com/lifestyle/top-8-killer-instagram-tips-for-beginners.

Application For Organizing and Forming Ideas? Pinterest

Pinterest is the perfect social media platform to use if you are a creative person who needs help organizing ideas and also finding inspiration. This application is a visual discovery platform that allows users to organize photos, recipes, and ideas, into different “boards.” On the app, every idea is represented with an image that can be searched and saved by users to their personal boards. Users can also add links to their pins which makes it convenient for users to discover more about the pin, and potentially make a purchase. 

Which Platform Is Best For Instant Communication with Pictures or Videos? Snapchat

Snapchat is a social media platform that allows users to send photos and videos to friends, that eventually disappear after a certain amount of time. This application allows for instant and convenient communication with friends and family, while also offering an explore page where users can learn about emerging trends, breaking news, and product recommendations. Snapchat’s camera has thousands of filters and effects, making instant photo communication that much more exciting. 

Social Media Platform For Microblogging: Twitter

Twitter gives users the ability to write and post 140 characters “tweets’ ‘ that can be engaged with in many ways. These informative tweets can include photos, videos, and polls that can be retweeted, commented on, or liked by other users. This social media platform is considered a  ‘microblogging’ platform, that’s primary purpose is to connect people and allow people to share their thoughts with a larger audience. 

Social Media Platform For Connecting And Sharing With Friends or a Larger Audience: Facebook

Facebook is a people networking platform that allows users across the world to keep in touch and share personal content to their profiles.  By using it strategically, you or your brand drive traffic to your website, target specific demographics, and increase brand awareness.  Facebook is the perfect platform if you or your brand is trying to share pictures, music, videos, articles, and as well as their own thoughts and opinions with as many people as they would like. The following is an informative article about better understanding digital communication, https://smusmc.com/02/14/2021/cracking-the-code-of-digital-communication-and-social-media/

At the end of the day, if you or your brand is not maximizing the benefits that social media platforms provide, then it might be time to rethink your digital communication plan and start using other platforms.

A digital communication plan is essential to being successful in the digital world. For example, planning helps a team stay on track, identify goals, and educate the rest of the company on the digital process. The beginning of a digital communication plan consists of situation analysis, goals and objectives, key publics, strategies, messages, activities, monitoring and evaluation, timeline, and a budget.

Step one: Preliminary Research

The first step of developing the plan is research. Above all, you must know where your company stands before approaching the situation. To prepare, analyze and understand the organization, its consumer, competition, and the industry. Steve Lee, Digital Communications professor at Southern Methodist University, recommends to “position your organization” amongst your competitors. In doing this, you are able to understand where you stand out and where you are weak. Additionally, this preliminary research points out the questions that still need to be answered. Ultimately, research is ongoing.

Digital Communication Plan: the beginning sections

The research lays the groundwork for the first section of the digital communication plan, the situation analysis. To clairfy, the situation analysis highlights the external and internal factors affecting your organization. Developing research and the situation analysis helps to pinpoint problems and challenges that later become the goals and objectives.

Goals are the big picture, long-term intentions. The goals drive the entire communication plan, especially the objectives. Furthermore, the goals highlight what the plan aims to accomplish. On the other hand, objectives are specific outcomes that help reach the goals. Together, the objectives make the goals reachable. Strong objectives are specific, measurable, attainable, relevant, and timely (or SMART). It is most important that objectives are clear, provide quantitative results, and have deadlines.

Next week, we will look at the key publics, messages, activities, and monitoring and evaluation portions of the digital communication plan.

Stay Up-to-Date on Industry Knowledge With These Trade Publications for Communications Professionals

Industry news changes every day, and staying up-to-date with the latest information is crucial for communications professionals. Reading an industry-related publication will not only keep you informed but will also help you stand out at work. Here are three must-read trade publications for communications professionals.

Businesses, organizations, and even influencers understand how integral social media and marketing can be. However, it is more than just a simple post and hoping for the best. In fact, there are some factors to keep in mind when planning content creation. Here are some helpful tips to follow for your social media goals.

Knowing Your Audience

Before one starts hyping their products or promoting themselves as an influencer, they must know their target audience. Essentially, your target audience is the people you want to purchase your items or to click that follow button. To narrow them down, one should focus on age, demographic, gender, interests, or the like. From here, an ideal consumer can come into focus. Another great way to understand the audience is to socially listen.

For a business, the ability to socially listen allows businesses to know what is trending, what consumers like, and what may need to be improved upon. Surveys, polls, collaborating with influencers, and real-time communication are great ways to gain insights. Plus, this can lead to a competitive advantage over like-minded organizations or brands.

Setting Up Content

Depending on the ideal social media application the demographic uses, it’s time to outline the content strategies and marketing. Merely posting photos and hoping for the best is not enough. To build a relationship with one’s audience, the content should spark interest, engagement, discussion, and answer the “why” of the business or mission. Through the use of great content like infographics, podcasts, and videos, audience traffic is possible and so is the potential for success.

However, it’s understandable that life can get in the way. That said, when planning content creation, the content should be prepared in advance. This can guarantee an active account, engagement, and relieve the stress of coming up with material on the spot. Apps like Planoly, PLANN, Follow Cop, and more, are ideal ways to keep your content creation schedule.

Keywords

The audience has been established and great content is coming to life. However, to increase visibility, one must determine keywords to complement the posts. With Instagram, as an example, the platform uses keywords to boost engagement with its targeting abilities. When determining keywords, it’s integral to not be lost in a sea of other posts. So, creating unique and custom keywords is recommended. Though it might be difficult and time-consuming, the end result of planning content creation will be worth it for any determined business, influencer, or aspiring social media guru.

TikTok launched in 2016, but it is within the past year that the app grew to immense popularity. As digital communications professionals, it is important to know which social media platforms are rising in popularity. One factor that definitely contributed to the rise of TikTok was the COVID-19 pandemic. Everyone during the pandemic lockdown turned to the exciting platform to fill their monotonous days. Keep reading to find out what makes TikTok so special and why digital communications professionals should capitalize on this fast-growing platform. 

“TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy. The platform is a home for creative expression through videos that create a genuine, inspiring, and joyful experience” (TikTok LinkedIn Profile). 

Not only was TikTok the most-downloaded app of 2020, but it also has become a platform with top engagement rates. Digital communications professionals should note that TikTok has been distinguished as the social media platform with higher engagement rates than both Instagram and Youtube. There is no denying that TikTok can be addicting. No wonder users on average spend 52 minutes daily enthralled in the platform. 

“The videos are tall, not square, like on Snapchat or Instagram’s stories, but you navigate through videos by scrolling up and down, like a feed, not by tapping or swiping side to side” (The New York Times). 

With being a popularly downloaded app, comes massive amounts of TikTok creators overflowing the platform with a variety of content. TikTok is guaranteed to have intriguing content, whether on a user’s “Following” or on their “For You” feed. 

Charli D’Amelio reigns as the most-followed TikTok creator with over 110 million followers. However, the title for the most-liked video on TikTok belongs to Bella Poarch with a whopping 47.4 million likes. Such TikTokers have become celebrities in their own right. It is important that digital communications professionals include celebrity endorsements through TikTok in their organization’s social media plan. 

TikTok has become a major part of Gen Z culture, with 60% of users being Gen Z. An organization that is targeting Gen Z individuals simply must have a TikTok presence in order to succeed. 

Many factors, including the increasingly diverse demographic and high exposure rates of TikTok, make it an essential platform for digital communications professionals to harness. However, this does not mean that every user becomes successful by simply downloading the app- it takes engagement. 

Come back next Sunday to find out more about Clubhouse and other rising platforms within digital communications! 

Two weeks ago, we talked about the difference between organic and paid social marketing and when it’s best to use one over the other. As discussed, paid social marketing is best for when you want to gain new followers or customers, or if you want to increase general awareness about your business or brand. Today, we are going to dive deeper into paid social marketing, specifically in terms of how to advertise on Instagram.

A Year of Hacks

2021 is all about hacks. A hack is a way to make something easier. Whether it be an easier way to wash fruit or draw a winged eyeliner, there is an obsession with learning new shortcuts to simple tasks. Social media has allowed people to show their hacks and find new hacks to try. When looking specifically at TikTok, it has become a major platform used to promote the new hacking culture.

TikTok Hacks

The best part about TikTok hacks is that anyone can use them for anything. PopSugar recently published a story about the most useful Tiktok hacks. For example, one hack shared showed how to cut avocados to avoid “avocado hands.” My Healthy Delish, a popular food TikTok account, shared her tip on cutting out avocado pits efficiently and safely. 

Avocados are not the only thing useful for TikTok hacks. One of the newest hacks is how to clean the garbage disposal. Insider recently shared a Tiktok with over 3.5 million views that show how to clean garbage disposal only using ice and soap. Royce Renovations came up with the easy and simple cleaning hack that helps disposal smell better and look clean. 

The Rise of the Hacking Culture

People are lazy. If there is an easy way out of a situation; people will almost always take it. As a result of this laziness, Tiktok hacks have been able to go viral. Even the simplest of hacks have had major effects on many and how they go about their daily life. It is fascinating to see how social media has allowed people to share vulnerable parts of their lives, which profoundly affects others.

The 2021 hacking culture is not going anywhere anytime soon, and it will be interesting to see what new hack will be on the rise in the coming weeks.

Even though social media is easy to use, it is constantly being misused in various ways. It is necessary to be authentic with your audience while also posting engaging content. Here are four tips for guiding better social media usage.

Don’t Post the Same Content On All Of Your Platforms

Posting the same content on all of your accounts is just boring and by doing so, you will lose followers. Different platforms like Twitter, Instagram, and Facebook focus on different aspects of digital communication. Each of the channels has unique capabilities that allow users to post more than just photos. No one is going to follow your other accounts if all of the content is the exact same on all of the platforms. Use many social media platforms to best engage and interact with your audience and followers. By using different social media channels you can better target your audience and receive higher engagement.

No Insensitive Content

Avoid posting anything about drugs, guns, terrorism or sexual content on your social media because you will receive feedback. Your content can also be reported or your account can be shadow-banned from others searching your account. People tend to lean away from negative content, so try to avoid anything that isn’t likable. Today, even political views can be taken as offensive and can lead to loss of followers or damaged reputation. Stick to posting positive and engaging content for your followers to bring joy to their lives. The following is another informative article on what to avoid doing on Instagram, https://nealschaffer.com/what-not-to-do-instagram/.

No Buying Likes Or Followers

Even though at first it looks like you are receiving hundreds of new followers, most of these accounts are spam and slowly start to fall off over time. Instead of wasting your money on more followers, rather use that money towards a marketing or social media team that can use strategies to authentically increase your likes and followers.

Don’t Mix Up Your Accounts

This is where people can get in trouble by mistakingly posting the wrong content on their social media accounts. Instagram allows users to log into their multiple accounts and switch between profiles conveniently. It is easy to accidentally post the wrong photo on the wrong account. This little error can lead to negative comments, decreased engagement, damaged reputation, or loss in revenue. Click on the following link to read an article that focuses on more effective strategies for increased engagement,

Enhance Your Digital Marketing Strategy With These Free Tools

The power of digital marketing can’t be overlooked. An effective digital marketing strategy can grow a business’s revenue and increase its awareness.

That’s where these valuable digital marketing tools come into play. Need a free platform to help you design graphics, collect analytics, or create email campaigns? Don’t worry – we’ve got you covered with these three must-have free digital marketing tools.

There’s no doubt that COVID-19 has greatly impacted the way people interact and communicate. In fact, many applications have launched and found purpose in this social distancing world. These platforms include captivating podcasts and networking opportunities that positively influence one’s personal and professional development. Luckily, here’s a look at two growing applications.

Clubhouse

Clubhouse is an audio-based app that includes engaging discussions, networking opportunities, and interesting podcasts.

Though it was launched in 2020, Elon Musk and other celebrities increased Clubhouse’s awareness. With their influence, the number of users increased from 3.5 million to 8.1 million in just two weeks!

With the benefit of being free, this app is becoming an absolute must-have. However, there are some drawbacks. For example, Clubhouse is invitation-only. As such, users can only access it by a friend or connection. Though the exclusivity is enticing, it does isolate Android users since it’s only for iPhones.

Fishbowl

Another networking app that promotes professional development is Fishbowl. It may not be exclusive, but this growing app allows users anonymity. As such, people are more willing to ask questions about handling situations in the workplace, exchange ideas, and learn from successful leaders. Plus, they even post a calendar of what to expect from upcoming live guest speakers in 2021.

Available to both Android and iOS users, Fishbowl has gained positive reviews and influenced a sense of giving back to the community.

COVID-19 may have greatly impacted the world and put a hold on our lives, but our digital communication has evolved. At our fingertips, we have the ability to mature in a virtual world with inspiring individuals to listen to and new connections to make. There’s no doubt that we should take advantage of these new applications.

Why online events will be around long after Covid

Gone are the days of stuffy banquet halls, bland food, and socializing with strangers-at least for now. As Covid continues to run rampant, it is hard to imagine a time where we will ever go back to in-person events. However, this unfortunate circumstance has facilitated creative solutions in the virtual event sector.  

Plus and Minuses of Online Events

According to superevent.com, the benefits of virtual events go beyond virus safety to include “(l)ower operating, marketing, and staffing costs, (being) easier to manage, (and) no need to worry about catering, human logistics, or health and safety.” Additionally, more people feel inclined to speak at the events because they do not need to travel. The events can also be organized more efficiently because there is no give people a significant heads-up beforehand. Furthermore, there is no stress of finding the perfect venue location. 

Logistically, virtual events are much easier to execute than in-person events. There are few reasons to say no to an event when you can participate from the comfort of your own home. Nevertheless, it is much harder to keep an audience engaged. Try encouraging participation through questions, breakout rooms, and fun backgrounds. 

Perfect Example

Earlier today, National Charity League hosted its annual Fashion Show online. The silent auction, which funds local college scholarships, took place on a custom link from the mobile bidding website GreaterGiving.com. The fashion show then streamed online at vimeo.com. Although it was disappointing that this event could not be in person, the organization still raised a significant amount of money for its philanthropy.

What’s next?

In the future, virtual events will still be an asset. Post-covid, many events will be considered ‘hybrid.’ This means that they will feature an online and in-person option to attend. As a result, the introduction and wide-spread use of virtual events will provide the opportunity to reach people on a global scale.

Instagram and Facebook have certain rules that users must follow in regards to music usage in live-streams and posts. Here some music copyright rules to keep in mind:

Music on Instagram Stories

Instagram encourages its users to share music through Instagram and Facebook Stories. In fact, the platforms have made it easy for you. Share music through external apps like Spotify, SoundCloud, or Apple Music. Your audience will be able to access the song as well.

Concert Videos

Live music is a drastically different experience compared to studio music. When you post a video of a song during a concert, Instagram and Facebook have a harder time noticing if you have used a song that does not belong to you. Both platforms fully permit the use of live music in posts. Share your concert experiences with your followers.

Use Shorter Clips of Music on Instagram

The more you use full-length studio music in your live-stream or posts, the more likely it will be muted or taken down. Use shorter clips of music. The safe zone is 15 to 30 seconds of recorded studio music.

Have a Visual

Create a visual element to go with the music. You cannot post a recording of a song with no visual component. Consider creating a video or photo montage to go along with the music clip you want to share.

What happens if you don’t follow the rules?

If you use an excessive amount of full-length copyrighted music, your live-stream may be interrupted, or parts of your posts may be muted or taken down. Instagram and Facebook will send you a notification during your broadcast or upload that warns you if you are using more than the permitted amount of copyrighted music. Receiving this notification allows you an opportunity to adjust during your broadcast or before your post is uploaded. Take the time to switch to non-copyright music or stop playing music in your live-stream altogether.

Musicians want you to promote them.

However, they also want to get paid. The best practice for following music copyright rules on Instagram and Facebook is giving just a teaser of a song. Give your audience just enough of the song that they will want to go find it and listen to the song in its entirety on their own.

Remember to be respectful of the artist’s rights to their work. Creating music is how they make their money. If you really feel inclined to share an entire copyrighted song, create a cover of the song, add your own twist to it, or simply create your own music from scratch to use and promote.

It feels as though the world is inundated with social media platforms. The utilization of social media is constantly evolving and so are the applications that professionals in digital communication need to master in order to succeed. Nevertheless, the captivation that Youtube has on our society does not appear to be subsiding any time soon. Keep reading to find out how one in digital communications can leverage this infamous platform for their benefit.

Youtube (which is owned by Google) has been one of the most popular platforms since its disruption in the social media world in 2005. Youtube was the very first large-scale online video sharing platform. The amount of content on Youtube can feel overwhelming- there is an abundance of “channels” on the platform which users can consume! 

As a professional in digital communications, keep in mind that the most popular content on Youtube tends to be short videos and presentations. Those in professional digital communications should make sure that the content which they are making on Youtube is easy for users to find, since the platform has such an enormous collection of content. Most of the content on Youtube is uploaded by individuals. However, networks and studios also contribute to the platform. Youtube as a company has also started to produce their own content on the platform- Youtube Originals. Youtube’s high user engagement makes it a platform which professionals in digital communications should focus on due to its large reach.

Whatever one is looking for, Youtube will have videos that will spark that interest. Youtube content creators have greatly contributed to the success of the platform and there is serious money to be made on the platform. The demographic on Youtube is truly comprised of all ages- proven by the diversity of ages among the 2020 highest-paid Youtube content creators. The potential reach that an organization has from being featured on a highly viewed Youtube video is astronomical.  

This glimpse into the world of Youtube is certain to help professionals in digital communications succeed in their use of the platform! A key piece of advice for all digital communications professionals, is to maintain a high level of engagement when on any social media platform. Come back next Sunday to find out more about the significance of TikTok and other well liked platforms within digital communications! 

TikTok and music have undeniably merged together since the app’s popularity exploded last winter. TikTok’s entire existence relies on the use of background music, and for some lucky musicians out there, their music just so happens to be picked up by TikTok influencers and regular users. Both rising stars trying to make their big break and classic rock heroes alike have gained massive attention on the app, and as NME frankly states it: “TikTok now has a huge effect on the music industry.”

There is no doubt that TikTok has taken over the social media landscape. The app has allowed people worldwide to share creative and entertaining content. One industry in particular that has seen a significant spike in content is the food industry. TikTok food trends have become a popular source of delicious entertainment while people are at home in quarantine.

Today’s Top TikTok Food Trends

Accord to The Huffington Post, some of the most popular TikTok food trends include hot chocolate bombs, baked feta pasta, and the tortilla wrap hack. Hot chocolate bombs became a popular treat during the holiday season. The trend consists of pouring hot milk over a chocolate ball filled with marshmallows and cocoa mix. Not only aesthetically pleasing to make, but the hot chocolate bomb is also a sweet and tasty drink to make while isolating at home. 

Another trend that has become popularized over the past months is baked feta pasta. This TikTok food trend consists of baking tomatoes and feta in the oven. Once cooked, the tomatoes and feta are mixed to create a creamy sauce poured over pasta. This trend is a great dinner option as it includes limited ingredients. The baked feta pasta can be used with any cheese or pasta.

Finally, the tortilla wrap hack is the most current TikTok trend. This hack consists of cutting a tortilla wrap halfway down the middle and filling it with different meats, cheeses, and sauces. The hack allows you to easily wrap your tortilla without all of the tasty insides to come out. This hack has been one of the most popular TikTok trends, as it is easy to make with various ingredients.

Is TikTok the New Food Network?

TikTok has become a great platform for culinary chefs and regular people to share cooking tips and tricks. As a result of many lockdown restrictions, cooking has become entertaining and fun for many, according to The Guardian. Due to the increase in cooking and baking while at home, TikTok food trends have gone viral. Now, people worldwide can share how they make their coffee, frost a cake, and wrap a tortilla. 

Some of you might be reading the title of this post thinking to yourself: Am I supposed to already know the difference between organic versus paid social marketing? The answer is maybe, but if you don’t, you’ll have a grasp on the topic in two short minutes.

You know when you’re scrolling on Instagram, or Facebook, or TikTok, and you come across a post on your feed with a little “Promoted” tag in the corner? That’s paid social marketing, and it’s what companies spend their precious money on for various different reasons (but we’ll get to those reasons later).

The influence of Generation Z (Gen Z) has become powerful in our modern world. Surpassing Baby Boomers and Millennials as digital natives, digital communication is an integral part of this social generation. Gradually gaining the buying power, a business and organization must cater to their target audience. With this in mind, how can businesses digitally market to captivate their growing consumers of Gen Z?

The Gen Z Power

Though Gen Z may strive in digital communication, they do have a poor attention span of only eight seconds. With everything at their fingertips, complete with a bombardment of daily ads, it’s understandable. However, that doesn’t diminish their ability to make or break the potential of merchandise sales. After all, Gen Z has been at the apex of “cancel culture.” With a quick post, review, or LIVE video, brands have found themselves at the mercy of this generation. The goal? Hold brands more accountable.

This social ethos stems from Gen Z’s desire to leave a positive impact on the world. As detailed in “What’s Your Strategy For Attracting Generation Z,” organizations are held to a higher standard in which 94 percent of Gen Z participants believe social and environmental issues should be addressed by companies (2017). There is a corporate social responsibility (CSR) that must be highlighted. As an example, in the midst of a crisis, a company should take responsibility or even advocate for its younger audience. This could be a public apology and company change like the former Aunt Jemima pancake syrup or advocating for change like Nike’s support of Colin Kaepernick.

Authenticity

Ultimately, the end result of a company should focus on authenticity. With today’s pop culture and influencers, this can be fulfilled. A few influential Gen Z babies that are taking the world by storm include multi-talented actress, Zendaya, makeup guru, James Charles, and even YouTube vlogger, Olivia Guinnulli. These media influencers not only represent the rising generation but also represent themselves as real people. To further the success of a business via media, a story for the brand is imperative. When posting content, excitement should be palpable by the audience. This offers a chance to be a part of the brand itself or the experience. Donald Miller’s “Building a Story Brand” offers great insight on storytelling for a business and to gain customers to be a part of it. And for social media, eye-catching content that is interactive, fun, and raises awareness, is a plus. After all, by promoting authenticity in a product, Gen Z’s buying power is influenced.

How easy to read updates will take your social channels to the next level

We ended last week’s blog by coining social channels as ‘the driver.’ Social media drives your audience towards your company. So what is social media? Social media consists of blogs, microblogs, social networking, social news, online communities, podcasts, video sharing, photo sharing, messaging, and streaming videos. While these are all important drivers, blogs, microblogs, social networking, media sharing, and streaming are our main focus. These channels are easy to read and navigate, making them the perfect driver for your company.

Blogs

Blogs originated as an online travel journal in 1999. However, today, blogs are a mix of text and graphics that tell a current or topical story. A good blog has a captivating title, intriguing feature lead, and concise and complete writing. Search Engine Optimization (SEO) is almost as important as the content of your blog post. SEO is critical to making sure your blog post gets seen. The introduction and repetition of a key phrase throughout your blog post will increase SEO. The comments on a blog also provide an opportunity to communicate with your audience.

Social Networking

Each social channel comes with its own set of rules and target audience. According to Steve Lee, Digital Communications professor at Southern Methodist University, Facebook users are personal, attentive, engaged, and social. Facebook users interact with brands by liking or commenting on their updates, rarely sharing them. We recommend that the updates are in the third person, consisting of two to three concise and complete sentences. On the other hand, Instagram is where your graphics will shine because the photo is the main focus of the post. The channel is perfect for real-time marketing. Twitter users are informed. Opposite of Facebook updates, Tweets should be in the first person. Brevity and humor are essential in executing a successful tweet.

The one takeaway that applies to every social channel is that each post, update, share, or tweet should be concise and complete. Because according to Time.com, we now have a shorter attention span than a goldfish.

Create a Successful Pinterest Marketing Plan With These Tips for Beginners

So, you’re developing a social media marketing strategy for Pinterest, but are new to the app and feel overwhelmed. Don’t worry – these three Pinterest marketing tips for beginners will help you get started.

The number of social media platforms accessible to professionals in digital communications can feel overwhelming. The demands of social media are constantly changing, as more platforms come into the mix and others die down. However, the prevalence of Snapchat and Twitter does not appear to be abating any time soon. Keep reading to find out the uses and benefits of these key 21st century platforms for professional digital communications.

Snapchat

Snapchat is perhaps one of the most used platforms for social networking. As a professional in digital communications, keep in mind that Snapchat is best used for personal, expressive and short lived content. This content should always aim to create a quick visual memory for the viewer. There are many features on Snapchat which can be used to increase the awareness and engagement of an organization. These features include: filters, Snap map, news, special effects and much more. Those in professional digital communications should lean into Snapchat and all the benefits that it has to offer. Due to the personal and expressive nature of the app, an organization should make sure that what they are sharing on Snapchat not only humanizes their brand image, but also feels one-on-one to the viewer. While the demographic on Snapchat tends to lean younger, it is still important for all organizations to continually use the platform and share their slice-of-life moments with users in order to succeed. 

Twitter

Twitter is the perfect platform for communications and public relations professionals to showcase the personality of an organization. The quick, up-to-date and fun characteristics of Twitter make it a social networking platform that is great for engagement between an organization and their community. The demographic on Twitter is one which is truly comprised of all ages. The 280 character post limit is also something that professionals in digital communications need to keep in mind when creating content. Frequent engagement on Twitter is crucial for success on the platform. Professionals in digital communications must make sure that while they are creating great tweets for the brand, that they are also actively checking on consumer sentiment and quickly communicating with users who tweet about the organization. Tweets on the platform should be ones that are: relevant, clever, humorous, concise and entertaining. A prime example of an organization creatively using Twitter to increase brand awareness and engagement is Arby’s tweet poking fun at the famous musician, Pharrell Williams, for his hat choice at the 2014 Grammys. This one tweet “earned 384-times Arby’s normal reach on Twitter” (https://marketingland.com/guy-behind-arbys-tweet-pharrell-williams-rocked-grammys-72222). 

These insights into the world of Snapchat and Twitter are sure to help one succeed in their professional use of both platforms. As for any platform to succeed- engagement is crucial! Come back next week to discover more about the importance of Youtube and TikTok within digital communications!