How PR and marketing pros can perfect social media strategies

The newest app or site isn’t the magic bullet to improve your brand’s PR and marketing. Instead, here’s how you can succeed in a world of changing online platforms.

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If you’re familiar with five or more, you not only have your finger on the pulse of social media innovation—you’re also ready with the defibrillator.

If you aren’t familiar with them, don’t feel bad. Frilp and Space Tag aren’t around anymore (or never launched,) and it’s likely only people with “social media” in their job titles have heard of, let alone used the others.

Older social media platforms might offer new features, but new apps that can increase productivity, offer more capabilities and boost companies’ social media presence are continually emerging. However, most of us aren’t even aware of these new tools.

Here are the most important things to know about social media to speed up your success:

The decline of organic reach

In the past year and a half, most big social media platforms have moved to an algorithmic feed instead of a chronological one. This development discourages organic reach.

You once could promote your content to a list of people who subscribed to your channel, but now even people self-identified as wanting your content will not get it, because social channels require that you spend money for your content to reach your entire subscription list.

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