Know Your Audience, Understand Your Brand’s Voice, and When to Report ROI

By Simran Kumar, News Generation, Inc.

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From L–R: Emily Zeigenfuse, Josh Habursky and Mike Fulton

On Thursday, September 15, PRSA-NCC’s Professional Development committee hosted “Social Media: Staying on Message and on Brand.” Moderated by the Asher Agency’s Mike Fulton, with panelists Josh Habursky, Director of Advocacy, Independent Community Bankers of America, and Emily Zeigenfuse, Senior Digital Strategist, Hager Sharp, the discussion focused around the changing social media landscape. Habursky and Zeigenfuse offered tips on how to stay on brand and maximize budgets while researching audiences on the appropriate social media platform.

Habursky started the discussion by emphasizing the importance of understanding the brand’s voice and message. Zeigenfuse continued by encouraging PR pros to be sure to craft messaging that resonates with the desired target audience. She also talked about creating content that is unique to each channel and understanding who is using which channel.

brand2When it comes to staying “on brand,” Habursky said it’s necessary to know what a brand’s “untouchables” are. For example, the McDonald’s arches are signature to the McDonald’s brand. As communications professionals, it would be unreasonable to try to change something so iconic. According to Zeigenfuse, it’s important to go back to basics, and understand what a brand or client’s end goals are in terms of social media campaigns and then work backward to meet them.

For all social media campaigns, the ability to show ROI to management is key. Habursky talked about being sure to show tangible results. Zeigenfuse echoed Habursky, and said the ideal measure of success depends on a client and their end goals. As for how often to report results, both Habursky and Zeigenfuse said it depends on whether a campaign is paid or unpaid, and that when it’s a paid campaign, it’s often necessary to report more often to determine if messaging should be changed.

brand3If you’re struggling to convince senior management to pursue a social media strategy, Habursky stressed the importance of having an advocate within your organization that’s going to be first follower. Zeigenfuse also talked about being able to show senior leadership why it’s important to have a presence on social media. When collaborating with digital influencers, Zeigenfuse talked about the importance of trying to work with someone who is passionate about the specific organization’s cause. Haburksy stressed the importance of building a relationship and showing an influencer the value of getting involved with the organization.

As for future social media changes, Haburksy said he’s recently looked at what presidential candidates are doing as they usually use innovative techniques. For Zeigenfuse, one of the next big changes will be related to content publishing.

The lively discussion with Habursky and Zeingenfuse offered the audience takeaways for staying on message and on brand on social media and tips for keeping up with changing trends in the industry.

For details on upcoming PRSA-NCC events, visit www.prsa-ncc.org/events.