Not everyone uses the same social media platforms. Many people use Twitter but may not be active on LinkedIn and vice versa, so it’s a sensible approach to increase Argenta’s online brand presence across more than one platform. Many of our clients see the benefits of having profiles on different channels, ensuring they are increasing their exposure across a variety of audiences. In a business context, LinkedIn and Twitter are our recommended channels.

The openness of Twitter makes it a very useful platform for businesses to identify, target and connect with new audiences/customers in a way that LinkedIn does not have the capability to do.

The high level of information immediately available on Twitter; interests of people, their websites, their profile bios etc, gives a more detailed insight into which individuals to approach as potential new customers.

Twitter’s search function enables us to use key words to search for profiles of different demographic types: Entrepreneurs, mid 30s/early 40s etc, follow them and build a relationship.

It is also worth noting, that as traditional media continues to transition to the digital domain, more journalists are using online platforms like Twitter to share their news stories, find sources and provide real-time updates. Journalists make up one of the largest and most active groups on Twitter and an important part of a wider media relations strategy is connecting with them. Many of our clients have been approached by journalists following a twitter post, sharing a blog etc.

Steps to improve APCL Twitter profile

1. Create the Twitter profile and page
2. Content generation and management – creation of regular content to improve Argenta’s following, engagement, brand visibility and website traffic.

Content is produced in two ways:

Social media calendar – Content is planned in advance and presented, week on week, through social media calendars to be approved and signed off by Argenta. Once approved, at the start of each week, content will be scheduled via our social media management platform and posts will go out regularly at specific times. This approach ensures we have a regular stream of relevant content.

Reactive on day posting – We are reactive to market events and breaking news. We will liaise with Argenta and publish posts as needed.

Content (i). Company news supporting Argenta’s communication objectives – Research papers, recruitment, CSR, new initiatives/products, event & conference attendance, internal culture posts, awards, new hires, employee spotlights, corporate updates, press releases, interviews in publications, reports on activities etc., client days out. We work closely with the PR teams to produce content designed to complement Argenta’s relationships with traditional media and to build engagement.

Content (ii). Relevant and timely third-party industry news – Posting comment on, or in reaction to, curated third party content can help drive engagement and demonstrate thought leadership.

3. Monitoring
   Manage and maintain Argenta’s Twitter page on a regular basis: As well as posting content we will regularly monitor Argenta’s online reputation and engagement on Twitter; we will respond to any comments/conversations that arise from Argenta posts, actively search for any mention of Argenta across the platform either in posts by other users, publications etc, and discuss with Argenta. We will be constantly active in following new users to build following.

4. Production of social media assets
   Graphics/Photoshopping/GIFs/Podcasts/Audio files etc

5. Training
   Social media training session/s for employees to inspire engagement and educate

6. Reports
   Create regular social media metric reports/analysis of performance data to identify improvements, trends and opportunities.

Resources required
Regular briefing sessions are required to provide Haggie Partners with an update on Argenta company news and objectives in order to help build the social media calendar. Senior account executive, Hannah Stewart, will be involved to ensure the content is relevant.