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Navigating Facebook 101: How to Get Your Organization Started

Community Relations, Crisis Communications, Marketing, Online Reviews, Social Media /

Facebook might seem like it’s no longer relevant when it comes to social media for business and while it is true not all social media platforms are right for every business, Facebook can be a powerful tool in any organization’s social media tool kit. Today we want to give an overview of Facebook for business. This is by no means a comprehensive lesson and there are lots of nuisances when it comes to using social media for your organization so, please read carefully and make sure that any advice taken from this post “fits” your organization’s goals for social media and communications efforts.

So let’s break it down, who uses Facebook these days, what sort of content (posts) should you be putting up on Facebook, why a Facebook page is not a subustitue for a website, and some cautionary tales.

If you are reading the South Shore PR’s Guide to social media in 2024 blog series, our first blog post talked all about strategy before you get started or push forward in your social media efforts. You can read the post here. The key takeaway from that post is know your ideal client. If you don’t take the time to learn who your ideal client is and you’re jumping head first into social media, you will waste a lot of money and time with little return.

Who Uses Facebook:

With over 2.9 billion monthly active users as December 2022, Facebook remains a giant in the social media landscape. Understanding the demographics of Facebook can help you reach your ideal client where they are online.

  • Age: While Facebook’s user base spans various age groups, it has a substantial presence among adults, with the majority falling between the ages of 18 and 49. However, older demographics, particularly individuals aged 50 and above, are increasingly active on the platform.
  • Lead demographic users of FB in 2023 were people aged 35-44, while younger generations have little interest in Facebook
  • FB accounted for a quarter of all time U.S. adults spent on social media in 2022.
  • Multiple Platform Users: 72% of Facebook users also use multiple social media platforms

(Facts pulled from Hootsuite’s 2022 Social Media Report)

Content Strategies for Facebook:

Creating engaging and relevant content is key to success on Facebook. Here are some content strategies to consider:

  • Visual Appeal: Visual content tends to perform exceptionally well on Facebook. Incorporate eye-catching images, infographics, and videos to capture the audience’s attention as they scroll through their feeds.
  • Interactive Content: Encourage engagement (your ideal client’s interaction) by incorporating polls, quizzes, and contests. Facebook’s algorithm favors content that sparks meaningful interactions among users.
  • Behind-the-Scenes and Personalization: Humanize your brand by sharing behind-the-scenes glimpses of your business, introducing team members, and showcasing the personalities behind your products or services. Authenticity is key here.

Facebook Page vs. Website:

While a Facebook page is an essential component of a robust online presence, it is not a substitute for a dedicated website. Here’s why:

  • Facebook owns Your Organization’s Page: When you create or purchase a website your organization owns it. Remember Facebook is a business, and their goal is to turn a profit meaning they can limit your reach, content or even turn your page off if they wish. When you own your website, you are in control of this online presence.
  • Professionalism and Credibility: While a Facebook page is extremely valuable for social proof and interaction, a dedicated website gives the impression of credibility and professionalism to a business.

Drawbacks of Using Facebook for Business:

While Facebook offers numerous benefits, businesses should be aware of potential drawbacks, because they are significant:

  • Pay for Play: Organic reach (non-paid posts) on Facebook has declined over the years, prompting businesses to invest in paid advertising to ensure their content reaches a broader audience.
  • Negative Reviews and Comments: Positive reviews of your business, organization, goods and services can be one of the best parts of Facebook. However, negative reviews and comments are part of the online landscape. Handling them promptly and professionally is crucial to maintaining a positive brand image.
  • Algorithm Changes: Facebook frequently updates its algorithm, impacting the visibility of organic content. Businesses need to stay agile and adapt their strategies accordingly.

Facebook remains a relevant platform for organizations to connect with their audience, build brand awareness, and drive engagement. By understanding your ideal client, user demographics, creating compelling content, recognizing the distinction between a Facebook page and a website, as well as being aware of potential drawbacks, your organization can navigate the Facebook landscape strategically and harness its power for sustained success in the digital era. While this is a very broad overview of Facebook, South Shore PR can help you develop and execute your organization’s social media strategy.

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Using social media in 2024?

Reputation, Social Media /

So many social media platforms, and so little time, different audiences for each and video, where is one to start? It is easy to see why social media can be overwhelming for someone who may not be familiar with the possibilities social media provides for organizations both big and small. For others, who are social media masters, are you sure you are using the right platform to reach your ideal client in 2024? In 2024 what social media platforms should your business focus on? Over the next few weeks, we are going to look at some of the most popular social media platforms, their pros, cons and how to best practices using social media.

Today we want to help demystify some of the social media madness with a few key pieces of information and the things you need to know before your organization jumps in the social media ocean.

Know Your Ideal Customer/ Client:

Before you jump on the newest virial craze, (think ice bucket challenge, photo memes) take a pause. This is the most important thing we can share about the use of social media or any sort of marketing or communications best practices: know your audience.  Before you commit one single dollar to marketing or PR you have to know who, you want to reach. Who is your organization’s ideal customer? Without doing this, you stand a good chance of missing the mark completely, and will be left with a lighter wallet, and not much to show for it.

There are lots of ways to figure out who your ideal client is. One of the best things any organization can do is learn who this client is. Know them well, know their habits and reevaluate your ideal client at least once a year. There are tons of free online resources out there that can guide you through how to do this. It might seem unimportant, but don’t be fooled, knowing your ideal client is the most important part of your social media strategy in 2024.

Meet Your Ideal Client Where They’re At:

Once you have the persona or personas of your ideal client, now know have more direction on who you want to reach. Age, gender, geographic location, disposable income, number of children they may have, all of these things matter and should dictate how and where you put your social media efforts in 2024. You have to think like your ideal client, where are they spending their time online?

Each social media platform caters to an age range, demographic, segment of industry, and so much more. For example, we know that spending money on Facebook makes sense if you are generally trying to reach an older crowd that is local, as opposed to a business trying to sell services to another business. Where you communicate matters, make sure you are meeting your ideal clients where they are, not on the social network you think is cool.

Talk To Them in a Way They’ll Understand:

Just as each platform is different, and will cater to a different demographic, so should your message. When strategizing for your social media plans in 2024 it is so important to keep this in mind. Platforms such as Tick-toc and Instagram are image/ video based whereas Threads, Twitter and LinkedIn rely more on text and links. If you are speaking across multiple platforms this is not a spot where one size fits all. You will have to edit your message to “fit” the platform.

Don’t Loose You:

Social media can move quickly especially with trends, memes, and viral videos. It is important to know your brand and your voice as an organization. So many times, we see even the largest companies throw their hat into the viral trend only to have it backfire horribly. In most cases the organizations that jump on the bandwagon quickly to catch a viral moment and fail miserably have strayed far from their brand voice.

If you aren’t sure what your brand voice is, write down some characteristics about your organization. Ask yourself before you post if your post aligns with those ideals or characteristics. If the post doesn’t align, don’t do it. You’ll confuse your ideal client or cause them to unfollow you all together.

Spend Cautiously:

Not all dollars are created equally in the social media world. If you are just starting out on social media or are branching out for the first time, spend cautiously. Some would argue that it is better to spend money when you have a more established following, while others will argue that spending can attract a larger audience. In our opinion this is a bit like the chicken and the egg argument.

The bottom line is, think of your next year. Do you have any events or special promotions that you want your ideal clients to know about? If you answered yes, then put your dollars around that event. Make sure if you are going to spend some money on social media to target your ideal customer, keep their persona in mind. Reaching thousands of people is only great if they are your ideal customers otherwise you are wasting your hard-earned money.

A Few Closing Thoughts:

If this all seems a bit overwhelming or you still aren’t sure how to find your ideal client, or what platform to focus on, we are always here to help.

If you are determined and are willing to take the time and effort it will take to meet your ideal client, then there is one more piece of advice be consistent in your messaging and your efforts. Set a posting schedule and stick to it. As your ideal client begins to see your posts, they may soon look forward to them. Posting consistently also adds credibility to your organization. It shows that you reaching out to them is important and therefore the client feels valued in a small way.

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The Pitfalls of Relying on AI for PR: A Cautionary Tale

Crisis Communications, Marketing, Media Relations, PR Hot Take, Public Relations, Reputation /

This past year, I sat on a national roundtable discussing using artificial intelligence in communications practice with fellow public relations professionals through the Public Relations Society of America. The discussion focused on the pros and cons of PR professionals embracing this exciting new technology. While I personally believe that the communications professionals who master the use of AI will be more successful in the long run, I do fully recognize that there are dire and potentially catastrophic consequences for organizations relying solely on AI for their communication needs.  

As a public relations professional, I believe that the emergence of AI is a lot like the early days of social media. Companies and individuals who mastered social media early on came out much further ahead in the long run. The truth is, like social media, AI is not going anywhere.

With that being said, AI is not the silver bullet for effective public relations, and its pitfalls are far too dangerous to be ignored. If your PR plan for 2024 is to rely solely on AI, I strongly suggest you think again. Here are the following ways that AI falls disastrously short when it comes to PR.

The Lack of Emotional Intelligence

One of the fundamental flaws in relying on AI for PR is its inherent inability to understand human emotions. PR is not just about disseminating information; it’s about connecting with audiences emotionally. The best PR pros know how to read a room, and AI lacks the capacity to comprehend the nuances of human emotion, making it ill-equipped to navigate delicate situations that require empathy, understanding, and a human touch. Press releases, crisis management, and brand reputation are all areas where emotional intelligence plays a pivotal role, something AI sorely lacks. The real danger here is that once a blog post, press release, or social media statement is published, it lives online forever.

The Absence of Reason and Context:

AI operates on algorithms and patterns devoid of genuine reasoning abilities. It cannot grasp the subtleties of context and interpret the intricacies of human interactions. Effective PR involves:

  • Making judgment calls.
  • Adapting strategies based on real-time feedback.
  • Understanding the broader context of industry trends and public sentiment.

Relying solely on AI strips away the critical thinking necessary for strategic decision-making in the PR realm.

The Risk of Misinterpretation and Miscommunication:

AI, despite its advancements, remains susceptible to misinterpreting data and context. It may not discern sarcasm, humor, or the underlying tone in communications. This inherent limitation can lead to disastrous consequences in PR, where a misinterpreted message can quickly escalate into a full-blown crisis. Human intuition and discernment are essential in navigating the complex landscape of public perception – aspects that AI simply cannot replicate.

The Danger of Bias and Unintended Consequences:

AI systems are trained on historical data, which may contain biases that inadvertently perpetuate stereotypes and misconceptions. In the PR world, where reputation is everything, the unintended consequences of biased AI could tarnish a brand’s image irreparably. Human oversight and ethical considerations are vital in ensuring PR strategies do not inadvertently contribute to a negative narrative or exacerbate existing biases.

The Importance of Human Touch:

While AI can undoubtedly assist in data analysis and automation of routine tasks, it cannot replace human PR professionals’ creativity, intuition, and personal touch. Building relationships, understanding cultural nuances, and responding to dynamic situations require a level of adaptability and finesse that AI simply cannot replicate.

In conclusion, while AI has its merits and can be valuable in the PR toolkit, relying solely on it poses significant and irrevocable risks. The lack of emotional intelligence and reasoning abilities and the potential for biased outcomes make it a precarious choice for the delicate nature of public relations. When used responsibly and with significant human intervention, AI can be a powerful, time-saving, thought-provoking tool and one that everyone should take the time to learn how to master.

At South Shore PR, we firmly believe that the human touch, with its capacity for empathy, nuanced understanding, and strategic thinking, remains irreplaceable in navigating the intricacies of the ever-evolving PR landscape.

Full Disclosure: 

This article was written using AI software for creation and editing. That said, I went back through the article AI created and edited it heavily, using the initial article more as a framework. I share this fact to show how AI should be used. Had any statistical data been shared, I would’ve sought out alternate sources to verify and cite them in this article. The point is AI should never be fully trusted when speaking publicly for your brand. 

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Elevate Your Team in 2024: The Power of Professional Development for Staff Retention

Professional Development, Thought Leadership /

As we approach the dawn of a new year, businesses are gearing up for fresh challenges and opportunities. Regardless of the size of the business or industry, one key aspect that is at the forefront for most organizations is employee recruitment and retention. In the LinkedIn Learning 2020 Workplace Learning Report, it was observed that employees are more inclined to remain with an organization that prioritizes and invests in their professional development. Companies providing ample opportunities for skill enhancement and career growth tend to attract and retain top talent in a competitive job market.

South Shore PR offers organizational communications talks, seminars and courses that meets the need of local and national businesses. Jackie Thomas, South Shore PR President, a seasoned communications professional, and dynamic public speaker, offers a wealth of knowledge through courses and talks in organizational communication, leadership communication, and strategy.

The Impact of Professional Development on Staff Retention

Think that professional development is just for big companies and organizations? Think again the benefits of professional development are universal in recruiting, growing, and retaining quality staff and booting your business or organizational goals.

In an era where skilled professionals are highly sought after, retaining top-tier talent is a strategic imperative. Professional development not only enhances the skill set of your team but also signals your commitment to their growth and success. This investment in your staff’s professional journey fosters loyalty, job satisfaction, and a sense of belonging—crucial elements in retaining and attracting top talent. This satisfaction has a positive compounding effect on your customers, and your businesses’ bottom line.

Why Jackie Will Be Your Catalyst for Business and Organizational Growth

With more than a decade’s experiences across industries, organizations, and businesses of all sizes, Jackie is a dynamic communications professional with a master’s degree in Strategic Communications and a certificate in Organizational Leadership Communication from The Brian Lamb School of Communication at Purdue. With a wealth of experience spanning 15 years in the field, Jackie brings a unique blend of academic excellence and practical wisdom to the world of professional development.

Jackie’s courses and talks cover three key pillars essential for professional growth:

Organizational Communication: Effective communication is the lifeblood of any successful organization. Jackie’s insights will equip your team with the skills to navigate complex communication landscapes, fostering collaboration and understanding.

Leadership Communication: Leadership is not just a title; it’s a way of communicating and inspiring others. Jackie’s courses provide practical tools and strategies for effective leadership communication, empowering your team members to lead with confidence and impact.

Strategy: In a rapidly changing business environment, strategic thinking is non-negotiable. Jackie’s expertise in strategy will guide your team in crafting and executing plans that align with organizational goals, ensuring success in the long run.

Not Another Boring Speaker:

Beyond her impressive credentials, Jackie is renowned for her engaging and dynamic speaking style that engages her audiences and helps them retain what is taught. She doesn’t just deliver information; she creates an experience, through hands-on exercised tailored to the needs of your team. Through relatable anecdotes, real-world examples, and interactive sessions, Jackie ensures that the learning process is not only informative but also enjoyable.

Book Jackie Today: A Gift to Your Staff and Leadership:

Consider booking Jackie as a present to your staff and leadership this new year. The investment in professional development is not just a perk; it’s a strategic move that pays dividends in staff retention and overall organizational success. As we embark on a new year, make professional development a cornerstone of your strategy. With Jackie at the helm, your team will not only be equipped with valuable skills but inspired to take their careers to unprecedented heights. Don’t miss the opportunity to retain and attract top-tier talent in 2024—book Jackie today! To learn more click the button below or reach out to us.

Professional Development Couces Offered By South Shore PR

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Small Business Saturday 2023 Sale!

Media Relations, Press Release, Product Launches, Public Relations, South Shore PR Update /

Elevate Your Business with South Shore PR Agency’s Small Business Saturday Sale

Greetings, Northwest Indiana entrepreneurs! South Shore PR is thrilled to announce our exclusive Small Business Saturday Sale, designed to empower and elevate your small businesses right here in our vibrant community.

At South Shore PR, we understand the heart and soul of Northwest Indiana is its small businesses. These enterprises are the lifeblood of our community, contributing not only to our economic vitality but also shaping the unique character of our neighborhoods. Small Business Saturday is not just a shopping day; it’s a celebration of the dreams, hard work, and dedication poured into every local establishment.

This Small Business Saturday, South Shore PR Agency is rolling out a red carpet of opportunities tailored to fuel your business growth. To sign up for any of these once a year deals, use the contact form below:

1. Discounted Initial Consultations: Unlock the Power of PR for Your Small Business!

Special Small Business Saturday Offer: 50% off your first consultation. Let’s craft a personalized PR strategy to elevate your brand!

Embark on your journey to success with a personalized touch. We are ready to delve into the unique aspects of your business, ensuring a tailored approach to boost your brand’s visibility and resonance in the market.

2. Package Deals: Small Business Saturday Exclusive – Boost Your Brand with our PR Package!

Sign up today and receive a discounted rate on a comprehensive PR plan, including media outreach, social media strategy, and more!

Experience the full spectrum of our PR expertise with a comprehensive package designed to amplify your brand across various channels. From media outreach to a customized social media strategy, we’ve got your brand covered.

3. Bundle Services: Celebrate Small Business Saturday with a PR Makeover!

Combine our services for a special bundled rate – press releases, social media management, and personalized consultations, all in one package!

Transform your brand’s narrative with our bundled services. We will craft compelling press releases, manage your social media presence seamlessly, and engage in personalized consultations to ensure every aspect of your PR strategy aligns with your business goals.

4. Referral Discounts: Spread the Word, Boost Your Business!

Refer a fellow small business owner on Small Business Saturday, and both of you receive a discount on our PR services. Let’s grow together!

Empower your network and watch your business flourish. Share the benefits of our PR services with fellow entrepreneurs, and both of you will enjoy exclusive discounts. It’s a win-win that strengthens both businesses and the community.

These are Limited-Time Offers: Act Fast! Small Business Saturday Flash Sale is only valid until Saturday, December 2, 2023.

Limited slots available for discounted PR consultations. Elevate your brand’s visibility and make a lasting impact. Reserve your spot now!

Time is of the essence! Don’t miss the opportunity to secure a spot in our Small Business Saturday Flash Sale. All you need to do is reach out through our contact form below, and mention Small Business Saturday.

At South Shore PR Agency, we believe in the power of local businesses to shape a community. This Small Business Saturday, let’s join hands to unlock the full potential of your brand. Reserve your slot today and embark on a journey towards unprecedented success!

Elevate. Celebrate. Succeed. South Shore PR Agency is here to make it happen for you.

Sign-up Today to Secure The Best Prices on PR of the Year!

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