How can you balance original content with timely updates on social media?

Social media is a powerful tool for public relations, but it also requires constant attention and creativity. How can you keep your audience engaged and informed without sacrificing quality and originality? Here are some tips to help you balance original content with timely updates on social media.

1 Plan ahead

One of the best ways to avoid stress and burnout on social media is to plan ahead. Use a content calendar to map out your goals, themes, and topics for each month, week, and day. This will help you create a consistent and coherent message across your channels, as well as save time and resources. You can also use tools like Buffer or Hootsuite to schedule your posts in advance and monitor your performance.

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Gabriela Mair - Expertin für PR u. Text, zert. KI-Trainerin

Überzeugende Pressearbeit und herausragender Content für IT und Gesundheitsbranche. Ich bin Ihre Expertin für zielgerichtete SEO-Texte und Social Media Content | Healthcare Content Marketing | Tech PR | Med PR
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Leveraging micro-moments on social media is a game-changer. Imagine crafting content in real-time, responding to trending topics or local events. This approach not only captures the essence of timeliness but also adds a layer of personalization. Incorporating user-generated content during these moments can further enhance engagement, creating a dynamic and relevant social media presence. It's about being agile and responsive, blending originality with immediacy to resonate more deeply with your audience.

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2 Curate relevant content

Another way to balance original content with timely updates is to curate relevant content from other sources. This can help you add value, variety, and credibility to your social media presence, as well as build relationships with other influencers and experts. You can use tools like Feedly or Flipboard to find and organize content that matches your niche and audience. However, make sure to always credit the original source and add your own commentary or perspective to the curated content.

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3 Repurpose your content

A third way to balance original content with timely updates is to repurpose your content. This means using the same content in different formats, platforms, or contexts to reach a wider or different audience. For example, you can turn a blog post into a video, a podcast, or an infographic, or you can share snippets of your content on Twitter, Instagram, or LinkedIn. This will help you extend the lifespan and impact of your content, as well as optimize it for different preferences and behaviors.

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Jennifer Maloney Adab

CEO PR & Thought Leadership Consultant / Executive Branding & Communications
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As a consultant who specializes in executive thought leadership, here's what I've learned about news hijacking: 1. Know where your CEO or executive stands on macro issues: I kick off every engagement with an "Oprah style" interview where we dive into their personal and professional journey. This concretizes where they stand on the big issues affecting their industry and gives you personal anecdotes to humanize their POV. You can leverage this to form meaningful short and long-form content for social and op-eds when timely news arises. 2. Create one long-form piece per quarter. This allows you to dive deep into a topic. You can then borrow key phrases, anecdotes and POVs for short-form updates when the topic is trending.

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4 Engage with your audience

A fourth way to balance original content with timely updates is to engage with your audience. This means not only posting content, but also responding to comments, questions, and feedback, as well as initiating conversations and interactions. This will help you build trust, loyalty, and community with your audience, as well as learn from their insights and needs. You can also use tools like Polls, Stories, or Live to create more interactive and dynamic content that encourages participation and feedback.

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James Ward

Founder/Owner @ Creative Content OnDemand & Fruition Life Media | Co-Host of BizTalk UnLocked | Professional Actor, Model, and Voice Talent, Proudly Represented by Take 3 Talent Agency
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Engaging with your audience is a crucial and rewarding aspect of running a small to mid-sized business. By dedicating someone to respond to potential leads who make comments on your social media posts about your products or services, you can build trust and deepen your customer relationships. Adding a personal touch through direct customer service contact is a powerful way to make a sale and become more personable. By responding to your audience, you can see the tangible benefits of this approach and boost your social media presence in the process.

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5 Analyze and improve

A fifth way to balance original content with timely updates is to analyze and improve. This means measuring and evaluating your social media performance, as well as identifying your strengths, weaknesses, opportunities, and threats. This will help you improve your content quality and relevance, as well as adjust your strategy and tactics accordingly. You can use tools like Google Analytics, Facebook Insights, or Twitter Analytics to track and analyze your data and metrics.

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6 Experiment and innovate

A sixth way to balance original content with timely updates is to experiment and innovate. This means trying new things, testing new ideas, and exploring new trends and opportunities on social media. This will help you keep your content fresh, original, and engaging, as well as differentiate yourself from your competitors and peers. You can use tools like BuzzSumo, Trendspottr, or Google Trends to discover and monitor what's popular and relevant in your niche and industry.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you balance original content with timely updates on social media?

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2

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1 Plan ahead

2 Curate relevant content

3 Repurpose your content

4 Engage with your audience

5 Analyze and improve

6 Experiment and innovate

7 Here’s what else to consider

Public Relations

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How can you balance original content with timely updates on social media?

1

2

3

4

5

6

7

1 Plan ahead

2 Curate relevant content

3 Repurpose your content

4 Engage with your audience

5 Analyze and improve

6 Experiment and innovate

7 Here’s what else to consider

Public Relations

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