It is no secret that social media changed the landscape of PR forever. With 1.94 billion monthly active users on Facebook and 328 million monthly active users on Twitter, this modern-day obsession is impossible for anyone to ignore, especially PR professionals. At Touchpoint, we use social media (mainly Instagram, Facebook, Twitter and Snapchat) every day for our clients because we recognize users as our target market.

Due to our lack of access to the viral nature of Kim Kardashian’s selfies, our social media content curation is a little more complicated. Here are few tools that we use at Touchpoint to make this vast world of sharing and screen-shotting work for us:

Graphics Grab Attention

Canva makes it simple and quick for us to create polished graphics that are ready to post across all social platforms. It allows us to add text, multiple photos and fun backgrounds. The site even comes equipped with tutorials to make it the most user-friendly image creator we have ever used. Thanks Canva!

Organization for Optimization

Google Sheets is the Excel of the future. This is a really easy way to stay organized, and show-off how organized we are. We use this to coordinate social media content. Once created, the Google Sheet can be shared and edited by multiple users at the same time (don’t worry – there is an undo button in case you happen to be the user that accidentally deletes the entire document…speaking from experience!)

Schedule to Stay A Step Ahead

Hootsuite is a very sophisticated calendar; it’s a digital platform that allows us to schedule social media posts for clients on Facebook, Twitter and Instagram. We stay a step ahead in the fast-paced social media environment thanks to Hootsuite.

Sharing is Caring

We use the above tools to create social media content that people want to share. Consider this: 84 percent of all social shares are Dark. “Dark social” refers to “content that is shared peer-to-peer through channels other than social media – over emails, chat services and messaging platforms including text messaging.”  Shift Communications notes that this type of social is considered dark because we have no way of tracking the number of times content is shared. This is basically digital gossiping: It’s sharing content without the content creator knowing you shared it. And it’s awesome.

Our goal for all of our clients is to receive as many likes and shares as Beyoncé’s pregnancy post. High expectations…we know. But heck we can dream!

Written by our intern, Sidney Harper.

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