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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.