The explosion of social media continues to take the digital world by storm: It is estimated that there will be 2.76 billion social network users by 2018. This is a substantial piece of the marketing pie brands must continue to leverage if they want to remain connected to and relevant in the eyes of their audiences. Thanks to new mobile technologies, social media provides a primary, influential platform to engage with potential customers, elevate brand awareness, and generate demand for expertise, products and services.

Social media is also an increasingly important tool in the toolboxes of PR and marketing pros – a key capability that helps us strengthen and share our brand stories online.

Social media is a key capability that helps us strengthen and share our brand stories online.Click To Tweet And as more companies realize the value of consistently and continuously engaging with followers, we’ll need to hone our skills and strategies. I use social media every day on behalf of my clients; my experiences might be helpful, especially when it comes to understanding how to create or even enhance social media processes.

Following in the fun format of my previous “Day in the Life” blog posts (check out my experiences with collaboration and media relations), here’s how you can avoid running for the hills when it comes to social media marketing, in GIFs.

A Day in the Life of a PR Professional: Social Media Marketing Edition

As PR professionals, we understand the power and value of social media. There are endless possibilities for sharing content, which makes us feel like this:


But how do you determine what’s the best fit for sharing research, news or company updates? How do you know when to post content? What will resonate with followers? So many questions. We empathize with you, James Van Deer Beek:


Before attempting to assess what kinds of posts to publish, take a step (or roll) back to understand the opportunities each platform presents based on core audience demographics:


You must also assess the platform’s analytics – with a special focus on what posts perform best, and on which days and times. This process needs frequent evaluation. If something isn’t resonating at first, retool your approach and try again. Avoid becoming like Ron Swanson:


A carefully planned and detailed social media marketing strategy takes time. Small tweaks and possibly bigger changes in course may be necessary to ensure your efforts align with and meet overarching goals. Before jumping into your next social campaign, revisit your last campaign; review the analytics and take a close look at the best-performing posts (based on engagement levels, impressions, likes, retweets, etc.). Replicate the process (but don’t be afraid to experiment a bit too). Then watch that tweet, Facebook post, LinkedIn blog, etc., perform better than you imagined. Trust me, this is how you’ll feel:


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Aqsa was most recently a senior associate with Stern Strategy Group.