8 Crucial Aspects of Social Communications and Social Media

In today’s media landscape, social communications—the art and science of engaging audiences through social channels—has become a critical component of public relations and marketing strategy.

It isn’t just consumer-facing brands, but B2B tech firms and organizations that need to craft these strategies. Part of the challenge for social communications is that it entails weaving together a range of channels, influencer partnerships, community-driven content, cutting-edge analytics, and ever morphing formats like video and podcasts.

It is impossible to cover every aspect of social communications, but Worldcom partners from around the world have provided insights into the best practices, social channels and influencers.

We took a deep-dive into several key categories of social communications, each illustrated by industry thought pieces and case studies. However, we are going to start with the view from 10,000 feet at foundational and best practices.

1. Foundations & Best Practices

Getting the basics right is essential. Flashy ideas don’t work if you don’t understand the right channels and the audience they attract. Get familiar with the overarching frameworks that can help you craft a unified brand voice by mapping social workflows for maximum impact.

2. Influencer & Micro-Influencer Marketing

The idea of social influencers for brand promotion is not a new idea. However, it has moved from a tactic that only “big” brands use to one that every marketing mix should consider at some level. Influencers in your industry and community continue to open doors to new audiences. From macro-celebrity partnerships to hyper-targeted micro-influencers, these articles reveal tactics for authentic collaborations.

3. Community Building & Re-Engagement

In social communications, it is important to find the right conversations as part of the effort to build a community around a brand. Once you have done that, the next challenge is keeping that community engaged. From forging brand communities to rekindling dormant followers, these resources explore tactics that transform passive audiences into passionate advocates.

4. User-Generated Content & Dark Social

If you have and are maintaining a community, they are a great resource for generating conversations. Tapping into user-generated content (UGC) can also supercharge the task of creating authenticity around brand conversation. Whether is it your newcomers or loyalists, user generated content provides another voice to support your brand.

However, not all engagement happens in plain sight. Social media has “dark” channels like messaging apps and peer-to-peer sharing require special tactics. It is important to understand and harness these conversions as part of any social networking strategy.

5. Audio & Podcast Content

With the growing popularity of podcasts, audio is surging as a preferred content format. The format provides a range of audiences and can have very loyal followers for almost every subject under the sun. These articles explain how podcasts and audio snippets can amplify brand narratives and deepen audience connection.

6. Niche Audiences & Emerging Trends

One of the challenges for growing a brand is understanding how the market changes as it crosses a border. Connecting with an audience in Belgium is not the same as reaching one in Los Angeles. The same goes for generational preferences. Reaching Generation Alpha, navigating regional markets, and zeroing in on industry-specific tactics require both creativity and insight.

7. B2B & LinkedIn Strategies

Although social networks have long been part of the strategy for B2C companies, B2B companies have found that specific social networks provide exposure and opportunities as well.

LinkedIn remains the go-to platform for professional engagement and create great social communications opportunities in the B2B market. Our partners offer playbooks for lead generation, executive branding, and using ad formats tailored to a business audience.

8. Social Analytics & Monitoring

Once you have jumped into the social media stream as part of your communications strategy, it is important to monitor and measure performance. By using data-driven decision-making and AI-powered tools, you can use technology to help accelerate social strategies—so long as brands maintain an authentic, human touch.

Making Social Communications Work for You
Effective social communications blends strategic planning, data-driven insights, authentic storytelling, and a willingness to experiment with new formats. By exploring the diverse disciplines of social communication —and leveraging the curated resources from Worldcom Partners —you’ll be equipped to design campaigns that resonate, build community, and drive tangible results across every corner of the social sphere.