Making the most of the social media that keeps us connected

With all the time I've spent at home this summer, I've started to appreciate how the technology we have access to bridges the divide the pandemic created. Although social media has a reputation for communicating a unrealistic image of the world, in the right hands it can be a powerful tool that every PR person should be able to harness. There's a lot of things we can't do right now in the midst of a pandemic, but improving social media skills is definitely achievable. Here's a few tips to implement in your next social media editorial calendar:

  1. Consistency: It's important that your content remain consistent in order to maintain the interest of you audience. That means updating your pages regularly and making sure your messages align with a broader goal or focus. Additionally, your message should remain the same across different media platforms.

  2. Interact: Keep up regular engagement with your audience: reply to comments, follow people who show interest in your content or fit your target demographics, like and share material and ask for audience participation on your posts.

  3. Videos: Videos are a great way to grab attention and drive conversation. Check out this article from Forbes Magazine for more information about the importance of using videos in social media. It's also important to vary other types of content on social media (photos, infographics, text, etc.)

  4. Positivity: I think it's important now, more than ever, that our social media content remain uplifting and constructive. Of course we should remember to be respectful and attuned to the struggle and conflict of others, however we also have the responsibility to create a positive experience online for our audiences. If you're like me and struggling to find the joy or positive perspective during the the isolation of the pandemic, here's a poem I've reflected on since the start of the summer:

A Cedary Fragrance by Jane Hirshfield

Even now,

decades after,

I wash my face with cold water –

Not for discipline,

nor memory,

nor the icy, awakening slap,

but to practice


to make the unwanted wanted.

Throughout this whole ordeal I've reflected on the idea of making the unwanted wanted. This isn't the present that we chose, but like many situations in PR, we need to adapt in order to do our best work.

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