{"id":143575,"date":"2023-08-10T14:47:56","date_gmt":"2023-08-10T13:47:56","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=143575"},"modified":"2023-08-11T14:58:49","modified_gmt":"2023-08-11T13:58:49","slug":"how-to-build-a-social-presence-when-your-audience-isnt-there","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-to-build-a-social-presence-when-your-audience-isnt-there\/","title":{"rendered":"How to build a social presence when your audience isn&#8217;t there"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Metaverse, Web3, DAOs, VoIPs \u2013\u00a0 digital communities are evolving at a pace that can feel intimidating to keep up with, especially if you don\u2019t have a social media presence. We get it, sometimes there isn\u2019t the budget or capacity; or maybe your audience just isn\u2019t that tech-savvy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter the reason the juice <\/span><i><span style=\"font-weight: 400;\">is<\/span><\/i><span style=\"font-weight: 400;\"> worth the squeeze. Investing in at least some sort of social strategy has a fruitful ROI for all \u2013 you just need to know where to place your efforts.\u00a0<\/span><\/p>\n<p><b>Why should you bother?\u00a0\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Before we outline how to build and measure your social growth, why should you even bother?\u00a0<\/span><\/p>\n<ul>\n<li><b>Monitor market trends <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; Social media is a great way to keep tabs on what\u2019s going on in the world of your target audience(s). By following key publications, influencers and competitors, you\u2019re able to see the latest trends, crises and stories quicker than they may emerge in traditional press.<\/span><\/span><\/li>\n<li><b>Engage journalists<\/b><span style=\"font-weight: 400;\"> &#8211; Your audience may not be hyper-present on social media, but your target publications most definitely are. By pushing key messages online, you\u2019re building an archive of reasons for journalists to engage with you if relevant topics were to emerge in the media.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><b>Example: <\/b><span style=\"font-weight: 400;\">In the latest<\/span><a href=\"https:\/\/www.vuelio.com\/uk\/blog\/how-reliable-is-your-brand-heres-how-to-boost-your-reputation-in-the-press\/\"><span style=\"font-weight: 400;\"> Vuelio insights webinar<\/span><\/a><span style=\"font-weight: 400;\">, our data showed brands pushing their ESG accreditations on social media were considered more reliable by journalists. When it came to controversial topics, like climate change and cryptocurrencies, media opportunities were much higher if awards, initiatives and fundraisers were shared throughout the year, no matter how strong the digital presence of the brand.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Expands audiences <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; You don\u2019t need a massive following to start expanding your target audience(s) quick and fast. Whether you\u2019re nurturing what you\u2019ve already got or looking to break into a new market, tools like paid digital PR campaigns are highly effective for boosting brand awareness.<\/span><\/span><\/span><\/li>\n<li aria-level=\"1\"><b>Embeds brand image <\/b><span style=\"font-weight: 400;\">&#8211; Aside from your website, social media is another way for people to organically stumble across your brand and get an immediate feel for your image. Your interactions, tone of voice, posts and visuals are cues for your target audience to identify and align with your brand, with the end-goal of following to learn more.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>How do you build and measure your social profile without an engaged audience?\u00a0<\/b><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Monitor competitors<\/b><span style=\"font-weight: 400;\"> &#8211; Where are your competitors posting? How often? Competitor analysis isn\u2019t everything, especially if you\u2019re ahead of the game \u2013 but knowing what\u2019s going on already is essential for gauging where to start.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/li>\n<li aria-level=\"1\"><b>Build a basic strategy<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> &#8211;\u00a0 Build out a monthly strategy and social calendar that schedules your organic and paid campaigns, as well as what, when and how often you\u2019re posting.<\/span><\/span>&nbsp;<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Establish a set of KPIs <\/b><span style=\"font-weight: 400;\">&#8211; What value are you hoping to get out of a social presence? Perhaps it\u2019s more media opportunities for a key spokesperson, or stronger brand awareness in a new demographic. If you\u2019re unsure where to start, opt for a <\/span><a href=\"https:\/\/www.vuelio.com\/uk\/blog\/four-ways-to-keep-up-with-media-evaluation-in-a-fast-paced-environment\/\"><span style=\"font-weight: 400;\">handful of easy metrics<\/span><\/a><span style=\"font-weight: 400;\"> that you can reliably repeat over a timeframe that is sustainable for you. Learn more about how to avoid key mistakes <\/span><a href=\"https:\/\/www.vuelio.com\/uk\/blog\/top-5-measurement-mistakes-and-how-to-fix-them\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">. Some social metrics that effect PR include:\u00a0<\/span><\/li>\n<\/ul>\n<p><b>\u00a0 Earned content:\u00a0<\/b><\/p>\n<ul>\n<li><b>Media mentions\u00a0 <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; Where are you being mentioned, tagged and what is being said? Who is speaking (i.e. publications, journalists, influencers).<\/span><\/span><\/span><\/li>\n<li><b>User-Generated Content (UGC) Engagement:<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> This includes metrics like the number of user-generated posts, photos, videos, or reviews that mention your brand and how much engagement (likes, comments, shares) they receive.<\/span><\/span><\/span><\/li>\n<li><b>Social conversation themes<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> &#8211; What are online communities saying about you?<\/span><\/span><\/span><\/li>\n<li><b>Social Listening: <\/b><span style=\"font-weight: 400;\">Using <\/span><a href=\"https:\/\/www.pulsarplatform.com\/social-listening-audience-intelligence-ppc\/?utm_campaign=&amp;utm_medium=ppc&amp;utm_source=adwords&amp;utm_term=pulsar%20social%20listening&amp;hsa_mt=b&amp;hsa_cam=14165653815&amp;hsa_ad=537644319557&amp;hsa_grp=129443672830&amp;hsa_kw=pulsar%20social%20listening&amp;hsa_net=adwords&amp;hsa_src=g&amp;hsa_ver=3&amp;hsa_acc=4973319431&amp;hsa_tgt=kwd-309502623350&amp;utm_content=mkwid_syWqTIsL_pcrid_537644319557_pkw_pulsar%20social%20listening_pmt_b_pdv_c_slid__pgrid_129443672830_ptaid_kwd-309502623350_&amp;gad=1&amp;gclid=Cj0KCQjwuNemBhCBARIsADp74QSUWgASHjv7oBf1_Rz3pKPolS2tRiTMdP0d9ZWc8Vs6gDgD-UIOx_IaAp7XEALw_wcB\"><span style=\"font-weight: 400;\">social listening tools<\/span><\/a><span style=\"font-weight: 400;\">, you can track conversations about your brand, industry, and relevant keywords across social media platforms. This can provide insights into trending topics, customer concerns, and competitive analysis.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><b>\u00a0 Owned content:\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Follower growth <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; Who is sharing your content and what is your follower demographic? Are there any prospective audiences emerging that you hadn\u2019t previously known?<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social and website traffic <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; Where are your audiences coming from? What percentage of your website traffic came from social media?<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conversion rate<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> &#8211; How has your social presence contributed to sales growth or another desired action among your audience(s)?<\/span><\/span><\/span><\/li>\n<li aria-level=\"1\"><b>Adjust accordingly <\/b><span style=\"font-weight: 400;\">&#8211;\u00a0 By continuing to test and measure your strategy, you\u2019ll eventually build a strong analytical understanding of what is and isn\u2019t serving your ROI on social media. With competitors also in the mix, you\u2019ll have a strong benchmark to see where your brand\u2019s social presence lies and which adjustments you can make along the way.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With all of this in mind, there are endless reasons that a social presence \u2013 of any capacity \u2013 is a highly valuable resource for achieving your PR goals. You simply don\u2019t need a highly engaged audience or a million followers to start growing key media opportunities and evolving awareness in ways that wouldn\u2019t otherwise be possible.\u00a0<\/span><\/p>\n<p><b>If you just don\u2019t have the capacity<\/b><b><br \/>\n<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Needless to say, some organisations simply don\u2019t have the time or resources to both put out and measure a social strategy; or maybe you need bespoke and specific measurement that requires\u00a0 a powerhouse analytical team. With <a href=\"https:\/\/www.vuelio.com\/uk\/pr-software\/media-insights\/\">Vuelio Insights,<\/a> our trained experts will do all the work for you. We provide concise, informative and highly accessible reports tailored to your needs, ready to present to C-suite and stakeholders.\u00a0<\/span><span style=\"font-weight: 400;\">Want to know more about this data or how media insights can support your PR and communications? <a href=\"https:\/\/www.vuelio.com\/uk\/pr-software\/media-insights\/?clid=Blog\">Get in touch.<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Metaverse, Web3, DAOs, VoIPs \u2013\u00a0 digital communities are evolving at a pace that can feel intimidating to keep up with, especially if you don\u2019t have a social media presence. We get it, sometimes there isn\u2019t &#8230;<\/p>\n","protected":false},"author":451,"featured_media":143576,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7404],"tags":[75,104,7405],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/143575"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/451"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=143575"}],"version-history":[{"count":6,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/143575\/revisions"}],"predecessor-version":[{"id":144193,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/143575\/revisions\/144193"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/143576"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=143575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=143575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=143575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}