Marketing

How to Use TikTok For Business in 2024

Crisis Communications, Marketing, Online Reviews, Product Launches, Public Relations, Reputation, Social Media, Thought Leadership /

Next in our public relations on social media series we will explore, TikTok. The platform has emerged as a powerful social media network that transcends entertainment and has become a potential game-changer for businesses. From captivating short-form videos to viral challenges, TikTok offers a unique opportunity for companies to connect with their audience in a creative and engaging way. However, with great power comes great responsibility, and businesses must navigate the benefits and pitfalls of TikTok strategically. Today, we’ll delve into the advantages, potential risks, and crucial considerations for businesses looking to harness the potential of TikTok in 2024.

The Benefits of TikTok for Business in 2024:

1. Audience Engagement:

   TikTok’s algorithm is supposedly designed to showcase content that resonates with users, providing an opportunity for businesses to capture the attention of their target audience. The platform’s emphasis on creativity allows brands to showcase their personality and connect with users on a more personal level. Customers and clients appreciate authenticity and TikTok provides a great way for an organization to show off that personality.

2. How to go Viral on TikTok in 2024:

   TikTok has a reputation for turning ordinary content into viral sensations overnight. A well-crafted video or challenge can exponentially increase brand visibility and reach, attracting a massive audience and potential customers. Be authentic, and showcase your brand’s personality, and the algorithm might favor you, and allow your video to go viral.

3. Using TikTok to Reach Demographic Diversity:

   TikTok’s user base spans across various age groups, and across genders, and socio-economic groups offering businesses the chance to connect with a more diverse audience. Whether your target demographic is Gen Z or an older demographic, TikTok’s broad appeal can be a valuable asset for any business.

4. Cost-Effective Marketing on TikTok in 2024:

   Compared to some traditional advertising methods, TikTok provides a cost-effective way for businesses to promote their products or services. The platform’s advertising options, such as sponsored challenges and branded content, enable businesses to reach a vast audience without breaking the bank. Be inventive and creative, it shows authenticity.

The Dangers of TikTok for Business in 2024:

1. Public Relations Risks for Businesses Using TikTok:

   TikTok, like any social media platform, carries the risk of negative publicity. When a PR issue happens on social media, it happens in rapid time, often ballooning into a full-blown crisis for organizations, before they even fully comprehend what has happened. Businesses must be extremely cautious about potential backlash, especially in a landscape where public opinion can shift rapidly. Poorly received content or misguided attempts at viral marketing can harm a brand’s reputation or even ruin a business.

2. Algorithmic Uncertainty:

   TikTok’s algorithm, like other social media platforms can be unpredictable, making it challenging for businesses to guarantee consistent visibility. While some content may go viral effortlessly, others may struggle to gain traction. This uncertainty necessitates a flexible and adaptive approach to content creation. Do not expect to go viral right away, if ever, even if you have the best content.

4. Competitive Landscape:

   With the platform’s popularity, competition is fierce, ever-changing and global. Standing out amidst the vast array of content requires creativity and a deep understanding of your target audience aka ideal clients. Businesses must continuously innovate to maintain relevance and outshine competitors.

Considerations Before Launching Your Business on TikTok:

1. Define Your Brand Voice:

   Establish a clear and authentic brand voice that aligns with your target audience (ideal clients). It is important to know your brand voice before you start on social media. A shift in your brand voice can be damaging to your business and will cause regular engagers of your content to flee. TikTok users appreciate genuine content that feels relatable, so maintaining authenticity is key to building trust.

2. Understand TikTok Culture:

   Familiarize yourself with TikTok trends, challenges, and user behavior. Do your research on and off of the platform. Find competitors that you think are using the platform well and ask, what are they doing well and how can your brand learn from what they’re doing, innovate and create something unique to your brand. Do your homework, do not skip on research!

3. Plan for Contingencies:

   Anticipate potential PR crises and have a crisis management plan in place. Proactively address any negative feedback or misunderstandings to mitigate potential damage to your brand’s reputation. This means you must monitor your social media channels at all times to stay ahead of any potential disasters. Remember never act out of anger, impulse or fear on social media. Online content lives forever, so if you do incur a social media crisis, follow your plan or consult a crisis management agency, such as South Shore PR.

4. Consistent Monitoring and Analytics:

Regularly monitor the performance of your content and adjust your strategy based on analytics (data). Understand what works and what doesn’t to refine your approach and maintain a positive public image. This is so important, to tell if your efforts are gaining the return you seek.

In conclusion, TikTok presents a unique opportunity for businesses to connect with a vast and diverse audience. However, success on this platform requires careful consideration, strategic planning, a deep understanding of both TikTok’s culture, and your brand’s identity. Also keep in mind, that just because this platform is popular, it may not be the right fit for your organization. By navigating the benefits and risks with a public relations mindset, businesses can harness the power of TikTok to elevate their brand and engage with their audience in innovative ways.

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Unlocking Success: Understanding the Power of Public Relations (PR)

Community Relations, Crisis Communications, Marketing, Media Relations, Press Release, Product Launches, Public Relations, Reputation, Social Media, Thought Leadership /

In today’s business world, the term “Public Relations” (PR) has become increasingly necessary to the success of organizations across various industries. Whether you’re a budding startup, a nonprofit organization, a mom-and-pop business, or an established enterprise, grasping the fundamentals of PR is crucial for enhancing your brand image, fostering positive relationships, and navigating through the ever-evolving and complex media landscape. Today, we will delve into the world of PR, exploring its functions, significance, and the outcomes that can be achieved when executed effectively.

What is Public Relations?

The most basic definition can be boiled down to this: Public Relations is a strategic communication process that builds and maintains positive relationships between an organization and its target audience. It often encompasses various activities designed to create a favorable public image, enhance brand reputation, and establish strong stakeholder connections.

Functions of Public Relations:

  1. Media Relations: PR professionals either work on your behalf or guide organizations to engage with various media outlets to secure positive media coverage for the organization. This involves crafting compelling press releases and building relationships with journalists to ensure accurate and favorable reporting.
  2. Crisis Communication: PR is critical in managing crises and mitigating potential damage to an organization’s reputation. Effective crisis communication involves swift responses, transparency, and a well-defined strategy.
  3. Marketing Integration: PR and marketing, like peanut butter and jelly, go hand in hand. Combining efforts in marketing and PR creates a cohesive strategy that amplifies brand messaging, reaching a broader audience through diverse channels. When PR tactics are added to marketing campaigns, it’s like adding gasoline to a fire; it burns twice as bright and more intensely.
  4. Social Media Management: Social media is the new version of the town square, and if you aren’t engaging in it, you will miss out on your ideal customers finding you, and you won’t have a voice in the conversation. Social media is a powerful platform for communication that should be utilized. PR professionals leverage social media to engage with the public, address concerns, promote positive narratives, and quell adverse outcomes.
  5. Community Relations: Building strong ties with the community is essential for any organization. PR helps create and maintain a positive relationship between your organization and the community it serves.

Outcomes of Well-Executed PR:

When PR is done well, organizations can experience the benefits of many long-lasting positive outcomes:

  1. Enhanced Credibility: A well-crafted PR strategy establishes credibility and trust among the target audience, fostering positive perceptions of your organization. Credibility is more important now than ever, and if you aren’t taking steps to enhance your credibility, then you are damaging it.
  2. Positive Public Image: Successful PR efforts contribute to building a positive public image, which can attract customers, investors, and partners.
  3. Effective Crisis Management: Skilled PR professionals with crisis management experience will guide organizations through crises, ensuring they emerge stronger and more resilient and rehabilitate the organization’s image.
  4. Increased Brand Visibility: PR enhances brand visibility through carefully curated media coverage and strategic communication, ensuring that organizations remain top-of-mind for their audience.
  5. Stronger Stakeholder Relationships: PR’s primary function is to build and maintain relationships with stakeholders, including customers, employees, investors, and the community, creating a network of support for your organization to thrive.

Why Your Organization Needs PR ASAP:

In today’s media-rich environment, PR is not a luxury but a necessity, serving as a catalyst for success, enabling organizations to effectively communicate their messages, manage crises, and foster positive relationships. Integrating PR into your overall business strategy is crucial for staying relevant and resilient as the digital landscape evolves. Instead of leaving your organization’s reputation to chance or only using marketing to share your mission, partner with a skilled PR agency to communicate the messages that mean the most and reach the customers you truly want.

In conclusion, Public Relations is a dynamic and indispensable component of modern, healthy business strategy. Whether through media relations, crisis communication, or community engagement, the impact of well-executed PR extends far beyond traditional communication’s confines. Embrace the power of PR and unlock the full potential of your organization in the eyes of the public.

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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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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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What to do When Bad Reviews Happen to Good Business: How to Master your Online Reputation

Crisis Communications, Marketing, Online Reviews, Public Relations, Reputation /

Last week we shared a series of articles on the importance of online reviews for your business or organization. We also looked at a few practical steps that most businesses and organizations can follow to turn those reviews into increased revenue. Continuing on our topic of online reviews, we want to look at what happens when there is a negative review online for your business or organization. At South Shore Public Relations, we believe that every review, good or bad, presents an opportunity to learn, grow, and demonstrate your commitment to customer satisfaction. In this guide, we’ll walk you through the steps to properly handle negative online reviews and turn them into positive experiences for both your brand and your customers.

Stay Calm and Professional:

The most important tip when dealing with negative online reviews is to remain calm and professional. It can be tough, devastating and demotivating to see negative comments about your business or organization but it’s essential to respond with composure. Take a deep breath, resist the urge to react emotionally, and remember that your response is a reflection of your brand’s professionalism.

Listen and Understand:

Before crafting your response, take the time to fully understand the customer’s complaint. Read the review carefully, paying attention to specific details and concerns raised. This step is crucial as it demonstrates empathy and shows that you genuinely care about addressing the issue. Ask yourself if there is some validity in what was said. As unpleasant as this moment is, it can be an immense learning experience. Do your homework and ask yourself why the customer left so unhappy with your goods or services? Try your best to detach your own emotions from this process, it is difficult but it will make a significant difference in your response.

Respond Promptly:

Timely responses are critical in online reputation management. Acknowledge the review as soon as possible, ideally within 24 hours. A quick response shows that you’re attentive to customer feedback and are committed to resolving issues promptly. However, if you need time to fully understand what went wrong, do not feel rushed to offer a response. Also it is okay, if you need to calm and organize your thoughts before responding. While 24 hours is ideal to respond, take the time you need to ensure your tone and message meets the needs of the situation.

Apologize and Take Responsibility:

A simple, heartfelt apology can go a long way in diffusing a tense situation. Taking responsibility for the customer’s negative experience, even if it wasn’t entirely your fault, shows accountability and a willingness to make amends. At the end of the day, this customer felt that they were wronged in someway by your business or services.

Offer a Solution:

After apologizing, offer a practical solution to address the problem. Ask the customer how you can make things right or offer to resolve the issue in a way that aligns with your brand’s policies and values. This demonstrates your commitment to customer satisfaction and can turn a negative experience into a positive one.

Monitor and Learn:

Online reputation management is an ongoing process. Continuously monitor reviews on various platforms and learn from both positive and negative feedback. Use the insights gained to improve your products, services, or personal brand.

Seek Professional Help:

If managing your online reputation becomes overwhelming, consider seeking the assistance of a professional reputation management firm like South Shore Public Relations. We are experts in this field can help develop strategies to mitigate negative reviews and enhance your online image.

In conclusion, negative online reviews are a reality of the digital landscape, but they can be turned into opportunities for growth and improvement. By staying calm, professional, and proactive in addressing customer concerns, you can effectively manage your online reputation and showcase your commitment to customer satisfaction. Remember, it’s not about avoiding negative reviews but about how you handle them, and what you learn from them that truly matters.

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