2020 + Social Media
This year, we’ve begun to face some hard truths about social media. While we know its value in keeping us united during tough times (hello, pandemic!), we also can see its ability to divide. Its addictive nature. Its limitations as an instrument of public discourse. Armed with this fresh insight, many organizations are beginning to think differently about how they engage with their most important audiences. Here’s what we’re seeing:
This year, we’ve begun to face some hard truths about social media. While we know its value in keeping us united during tough times (hello, pandemic!), we also can see its ability to divide. Its addictive nature. Its limitations as an instrument of public discourse.
Armed with this fresh insight, many organizations are beginning to think differently about how they engage with their most important audiences. Here’s what we’re seeing:
Restraint. It’s not always wise to comment on the news of the day. Savvy communicators in 2020 have learned to ask themselves three key questions before they post: (i) are my comments true, (ii) are they kind, and (iii) are they necessary? If any of those answers isn’t an emphatic YES, it’s likely better to wait.
Focus. Most organizations have become far more attentive to their own branding and market positions. Consistency and reliability are their watchwords as they seek to earn public trust over time.
Opportunity. That said, many organizations have managed to leverage their social tools in ways that capitalize on timely issues and urgent needs. Their ability to pivot quickly—based on the brand and messaging considerations described above—has been extraordinary.
As we look toward 2021, we anticipate most social channels will navigate toward less choppy waters. While Twitter will always be on the edgier side, we expect the online trauma that has characterized 2020 to abate somewhat on other social channels. We are eager to help our clients lead the way in an online return to civility and clarity of thought.
Your PR To-Do List for 2021
Assuming we make it to Jan. 1 without any more major global catastrophes, your organization is going to need a healthy set of resolutions and strategies to gain a leg up in the new year.
Effective planning is a useful way to spend the waning weeks of 2020, and we’d love to give you some fresh ideas for getting started.
Evaluate your market position. Where is your organization headed? With whom are you competing, and what sets you apart? The answers to these questions can help you develop a cohesive, thoughtful strategy and more nuanced messaging for the future.
Update your benchmarks. Determining what’s working well—and what isn’t—requires objective evaluation. It’s important to develop and update a series of well-defined outcome measures for your communications work, and then hold yourself accountable for attaining them.
Make sure you’re ready for anything. Crisis communications planning is valuable work, as this past year has clearly shown. Be sure you have an effective outline, at minimum, so your team knows how to connect with one another and with the public should the need arise.
Need support? Reach out any time. Any Resch Strategies team member can help talk you through what’s needed to make 2021 the best year ever for your organization.