In the last blog, I wrote about my role as a social media account executive at Cicero & Bernay. In this blog, I will talk about the research aspect of social media.
The beauty of research is the wealth of information you absorb and the inspiration it drives. Once the research is done, (here’s a trick I learnt on the job) – Don’t apply everything you read. Now, it’s time to dissect your learnings. We live in a world of targeted everything – from sponsored content to geo-targeting and even customised subscription boxes. You need to tailor your learnings. Research drives one to understand the different layers of social media.
In terms of what I do, an extreme amount of research is required. Research helps me understand the different aspects of social media and what needs to be done. For instance, the usage of Instagram. Companies can use the photo-sharing app to advertise their products and brands by generating a free business account.
Entrepreneurs with business accounts can get free engagement and impression analytics. As stated by Instagram, over one million marketers use the platform to talk about their experiences and generate commercial results. Furthermore, 60 per cent of users claim the app helps them to explore new products (Holak, and McLaughlin).
The more one researches the more you understand the offering of each platform and the more you understand the objectives of it. The benefits of research include expanding the base of your knowledge and it gives you an idea of what you are up against, to know your competitors, it helps you narrow down your scope and most importantly it helps build your credibility (Holak, and McLaughlin).
As a full-service agency, our role is to align every vertical of the communication sector within our best practices and recommended approach. Here at Cicero & Bernay, we have a full spectrum of services including PR, social media, influencer marketing, design, and advertising. So, providing all these services to a client requires a detail-oriented approach that is enabled by our passion for what we do – we let the facts do the talking.
Farah Itani is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me