Content is key

It’s one thing to have a presence on social media, it’s another to do it right. Having an understanding of how social media platforms differ, their audiences, their peak times and the content that is most effective for each is essential for ensuring your messages are reaching their targets and not falling short.

The 24/7 nature of social media creates some difficulty in determining when each channel has its highest rate of use, but some studies have tried to narrow the window for the best time to post. Different channels ‘peak’ in usage at different times of the day and different days of the week, meaning that by carefully selecting the channel you use and the content you post, you can accurately target the audience you hope to reach.

At the same time, having an understanding of the style of content required for each platform and a clearly defined message you want to share are vital to communicating effectively. Whether it’s a 400-word blog post, a short status update on Facebook, a 140-character Tweet or a visual element on Pinterest, the message you are conveying should come through loud, clear and consistently across all channels.

P&C’s digital division can help you determine how social and online media can work for you. We encourage you to follow us on our Twitter, LinkedIn and YouTube accounts to learn more about what we do for our clients in this space.