In recent business pitches, the relevance of incorporating TikTok into crisis mitigation, social listening, and thought leadership aspects of communications campaigns has become evident. The need to utilize TikTok research and data for audience analysis, brand audits, message development, optimization, and digital paid media amplification has also been recognized.
To begin with, conducting a thorough audit of the TikTok environment is essential. Through the use of tools and manual research, it is important to gain an understanding of what people are saying about an organization on this platform. Analyzing different perspectives, true or false, positive or negative, can provide valuable insights. It is vital to identify who these individuals are, their relevance to the organization, their location, and the other topics and trends they engage with. Additionally, evaluating the quantity, quality, and sentiment of engagements is crucial.
Listening and monitoring the social media landscape, both on and off of TikTok, is an ongoing process. Understanding how conversations are evolving and in what capacity helps determine the most effective communication strategies for the future. By staying updated on the changing social media landscape, organizations can proactively adjust their approach.
Identifying opportunities for improvement is another important step. Organizations should explore ways to break through the noise and reach their target audience. For instance, if negative commentary is less prevalent on Instagram, the organization may consider sharing content in Story format to limit public comments. Furthermore, assessing whether a direct response on TikTok or a response through third-party allies would be more effective is crucial.
In optimizing communications, messaging and imagery play a significant role. Content remains king across all social media platforms, including TikTok. If certain strategies are not yielding desired results, organizations should be willing to adapt and explore alternative approaches.
Measuring the results of communications campaigns is vital. Tracking and quantifying the impact of changes allows for continuous improvement and further amplification of successful strategies.
In conclusion, incorporating TikTok into crisis mitigation and communications campaigns can offer unique opportunities for organizations. By conducting thorough audits, listening and monitoring social media conversations, identifying improvement opportunities, adjusting messaging and imagery, and measuring results, organizations can strengthen their engagement and effectively navigate the evolving digital landscape.
Sources:
– Rachel Winer, Executive Vice President of Digital and Paid Media at ROKK Solutions.
