social media

Getting a brand online and ready to be seen by the world is a big task. Sure, it’s simple now to click a few buttons and have a brand new Facebook page, but there should be more thought and detail behind this process than that. Managing social media takes a strong strategy — and so does launching one.

Before a brand goes live online, it’s a good practice to already have a plan in place and some content to show the audience. After all, there is only a short window of time in which a brand is able to capture — and keep — the attention of a consumer. What are some good ways to maximize this time?

Launch Social Media with a Long Term Goal

Thinking big picture is a key element of success in today’s digital marketing space. All too often, new brands pop up and make a big social media splash, but they quickly fade into the background as they either run out of content or into problems fulfilling orders.

These types of problems occur when brands launch social media platforms with no planning and no preparation for a strong influx of new customers.

So instead, don’t jump the gun. Take the time to map out a social media strategy that both promotes growth but prevents growth that is too much, too fast. Remember, the goal of any business is to last for a long time. A far-reaching strategy, rather than just a fancy launch party, is necessary to sustain it.

Build Some Momentum First

Before going public on social media, it’s a good idea to have a few posts created and ready to go. Nothing says “disorganized” like a brand that can’t seem to stick to a posting schedule or a theme on a platform.

So take some time to create content relevant to the brand that will encourage natural engagement from new followers. How can a brand best make a “splash” while still displaying longevity? This boils down to quality of content and a quality strategy for distribution.

Stay Organized During a Social Media Launch

Organization is also a key factor in any success or lack thereof. Keeping multiple social media platforms running in their own unique way takes a lot of organization. There is content to create and manage, followers’ messages and comments to respond to, and data to analyze. This is a lot of work, and should not just be handed off to an intern to handle. Social media management is a skill set that many people have cultivated into careers — it is beneficial to consult with one of these individuals if there is not an in-house social media expert.

Launching social media for a new brand or for a rebrand is something that should be taken very seriously. Too often, brands are seen as “flash in the pan” with too much hype that they cannot live up to. Not every business has to fall into this trap. By forming a solid, big picture strategy for content and social media, a new brand will be well on its way to long-lasting, sustainable success.

-5WPR CEO Ronn Torossian

Ronn Torossian

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.