5 social media goals PR pros should set

Most PR pros know social media is well past the point of being an optional, add-on service. Most of us have been helping our clients navigate the digital waters for years. We’re familiar and comfortable with social media. And that can be a problem.

When we become comfortable, we often fall into routines. We let auto-pilot take over. It makes our jobs easier, but in doing so, we can take for granted some of the most fundamental principles of social media.

The solution? Stop trying to be so clever and get back to basics. Keep in mind these five guiding principles and you will ensure your clients are getting the most out of your social media efforts:

1. Align your social media tactics with your clients’ business objectives. Many businesses are eager to get involved in social media simply because they don’t want to fall behind their competitors. Don’t let your clients’ fear of missing out drive your online efforts. That results in social media operations that are obligatory rather than strategic. Social media is an extension of your client’s broader efforts. Ask your client what he or she hopes to accomplish, and identify platforms and tactics that can support those objectives.