PR industry experts reveal their top secrets for social media success
In a world of ever evolving content, relentless posting cycles, and instant virality for previously unknown businesses, every firm wants a slice of the social media spotlight. And with digital platforms continually growing and diversifying, social media strategy isn’t just a nice add on anymore but an essential element of branding strategy.
In the modern age even the most compelling brand narratives can be left unnoticed, without the use of social media to help cut through the noise. But with every brand vying for likes and shares, many businesses are left behind, struggling to gain traction on their social channels.
With over 2 decades of experience in the PR industry we’ve witnessed the rise of social media strategy from the start. What began as a supplementary channel for brand messaging has evolved into a powerful engine for engagement, visibility, and reputation management — when done right.
Throughout the years, our communication experts at leading PR agency, Holyrood PR, we’ve helped countless businesses find their voice online, amplify their message, and turn social media presence into measurable business results.
We know social media strategy isn’t easy. Get it right and you can boost business, increase visibility and reach new audiences. Get it wrong and you risk fading into the background.
That’s why we’re on hand to help. We’ve asked our experts and collated their three top tips for making sure your digital strategy is a viral success.
1. Understand your audience
With local businesses becoming overnight sensations thanks to the virality of short form content such as TikTok and YouTube shorts, such platforms can look like a simple way to build business.
This is sometimes true, many brands do see an increase in engagement from posting short form content which follows the trend, and, in some instances, this does lead to a business boost – but not always.
Engagement such as likes and views on TikTok does not always translate to tangible results for your business. If you are targeting young men in their early 20s with the latest gym gear, then TikTok may just be the way to go. But if your target audience is more middle-aged investors than trend-chasing teens on TikTok, a truly effective social media strategy may require some more creative thinking.
Underrating your audience’s interest and where you might find them is critical for producing measurable results. For example, if you are trying to increase visibility to shareholders or corporate clients, then business focussed platforms like LinkedIn may be the best platform for you to focus your strategy on.
Facebook groups and online forums are another great option to consider targeting in your social media strategy. Sites such as Mumsnet and other pages which create a community for a particular demographic offer highly engaged, niche audiences where trust and word-of-mouth carry real weight — making them ideal spaces for building credibility and driving meaningful conversations.
Local community Facebook groups and Reddit forums can also be powerful tools in your social media strategy, if you are targeting niche audiences or region-specific customer bases. By building a presence on these types of sites, you can connect with the local community you aim to do business in, foster meaningful relationships, and position yourself as a trusted, established name in the area.
By thinking outside of the box, and making use of overlooked platforms, you can ensure your business is engaging with the correct audience, and bringing in real results, not just empty likes.
2. Think beyond the big names
Influencer marketing is becoming as common as traditional advertising. With every brand across the web sending out PR packages, sponsoring content and hosting influencer events. And it’s easy to see why, with influencer marketing often being more effective than traditional advertising campaigns.
It’s important to use the power of influencer marketing wisely. It may be tempting to go for the biggest name your budget permits, but this isn’t always the most impactful strategy. Whilst many high-ranking influencers boast impressive metrics with high follower counts, their engagement can tell another story. High-profile influencers often have broad audiences but lower engagement rates, with less relevance to your specific target market. A large following doesn’t necessarily guarantee that your message will resonate, and, in some cases, it can even appear as inauthentic and damage your brands credibility if the influencer’s values don’t align with your businesses’.
Whilst a large follower count boosts visibility, high-ranking influencers who often partake in sponsored content, brand deals and PR events can come across as inauthentic.
To avoid inauthenticity, selecting the right influencers for your campaign is pivotal. This is why it is crucial not to overlook the effectiveness of partnering with smaller influencers whose communities align closely with your brand.
Micro-influencers with niche specific content tend to be more relatable, more engaged, and more trusted by their followers. Research has even highlighted the effectiveness of implementing these smaller content creators into your social media strategy with micro-influencers producing significantly more favourites per follower than larger influencers, suggesting deeper audience connection and engagement.
By tapping into these smaller, highly engaged communities’ businesses can achieve a more targeted reach and create a genuine impression on their target audience. This visibility goes beyond online metrics. Micro influencer marketing can be a powerful tool to bring about tangible business results from increased sales to stronger brand recognition.
3. Find the perfect balance
A good social media strategy is a balancing act.
Post too infrequently, and your social channels risk gathering dust — missing out on new followers and losing the interest of your existing audience. Post too often, and you run the risk of overwhelming people with an oversaturated feed that they’ll simply scroll past.
Across our award-winning campaigns, we’ve found that the strongest social media strategies are built on precision and planning. That means knowing not just what to post, but when — identifying the optimal days of the week, the times your audience is most active, and the ideal spacing between posts to maximise visibility without overwhelming your followers.
The most effective digital campaigns also tap into the world around them, aligning content with seasonal trends, industry news, and cultural moments to stay relevant and spark conversation.
With these principles in mind, here’s how to keep your social media activity balanced and effective:
- Define clear objectives: Every piece of content should deliver a clear message which aligns with your audience
- Maintain a regular posting schedule: Post consistently so your audience knows when to expect fresh content and stays engaged
- Track performance metrics: By tracking how well your audience engage with each piece of content you can define what types of content resonate best
- Mix content formats: from short form video content to in-depth thought leadership pieces, ensure your social channels deliver a diverse range of content
By striking the right balance and putting out content, which is well-timed, varied, and relevant to what’s happening around your audience, you can ensure your business remains visible and turns online engagement into tangible results.
When each post is timed with purpose and crafted to spark interest; you’re not just filling a feed; you’re building lasting connections, strengthening brand trust, and creating opportunities for tangible business results.
Conclusion
Building a strong digital strategy that translates to real-world business wins is no easy task, with hundreds of brands in each industry vying for attention and influence.
But it doesn’t have to be overwhelming. Armed with these simple tips, you can ensure that your digital strategy is focused, effective, and built to stand out, delivering clear results.
With the right mix of audience insight, creative thinking, and consistent execution, social media stops being a guessing game and becomes a measurable growth engine for your business, producing measurable results such as enhanced industry credibility and a tangible boost in both sales.