In a historical phase in which companies seem to have finally begun to correctly frame the different social media, distinguishing them according to their peculiar grammar and distinctive characteristics, there are still some brands that incredibly continue to confuse the function of the different platforms, without understanding that the best management of social media, for a company, is closely linked to the combined action of virtual arenas with very different, and sometimes even complementary, characteristics. In spite of a now widespread diffusion of online content derived from social media, with a penetration so vast that it sometimes even transcends its platform of origin – just think of the memes shared on Facebook and appearing immediately afterwards in WhatsApp chats, or in private Twitter messages -, some companies have still failed to understand what the real usefulness of social media is, let alone to understand the reasons why a company should invest so much time and resources in the management of such platforms.
The peculiarities of social media
Every social must be studied, understood and tested in depth, for hours and hours, until a point is reached where one has entered into symbiosis with the very spirit of the platform, with each of its slightest functions. We are not just talking about the rules of content creation: what is important is to understand the fundamental differences in the function of social networks, in the way they are used on a daily basis to achieve one’s business goals.
The content suitable for each platform is now well known even to most companies: Instagram and Facebook are the most suitable social media for corporate storytelling, for the publication of experiences, company stories and interesting product updates, perhaps with a striking photo to post on Instagram or a video pill to post on Facebook. Due to the very high number of functionalities they have, these two social media are probably the ones in which one can dare the most, also from a purely content-oriented point of view, especially thanks to the possibility of being able to publish posts comprising text content, images and videos, without any one of the three necessarily having to take precedence over the others (with the exception of photos on Instagram, which can still be accompanied by quality copy). LinkedIn is the realm of corporate content, while with YouTube and Twitch – and also, to some extent, with TikTok – unprecedented levels of interaction can be achieved, not least because of the clear predominance of the video format (and live broadcasts) over all other kinds of content, which thus take second place.
Content and function
But when it comes to the function of social media, you have to take into account all those strategic aspects that go beyond the content, and that mainly concern your company’s day-to-day activities, objectives and results to be achieved. Few people know that Twitter can be used as a very powerful PR and media relations tool, especially for all those brands (and there are quite a few of them) that need constant media support, with publications, mentions and dedicated content. With your company profile, you should start following the profiles of journalists covering your sector, interacting with them also through comments, likes and any other action that may attract their attention. Don’t jump straight into private messages: instead, try to actively monitor their activities, trying to stand out in their eyes for the quality of your comments and the wit of your content. With this kind of work, it is virtually impossible for any journalist to start noticing you. Brand reputation is not only built with reviews, but also with the concrete actions you take on social media such as Twitter.
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Taking the time to build your online reputation is never wrong, under any circumstances. The fruits of this labour will come after some time, but they will be incredibly tasty.
