#InnovateNow With Aaron Lee: Customize Platforms to Audiences
The proliferation of owned media. The democratization of voice through social. Media’s evolving landscape. New ways to accurately measure and track PR’s value.
The PR and social media landscapes have changed so much in such a short period of time. While some may see that as daunting, many have relished the new opportunities it presents and innovated methods for connecting with target audiences.
To celebrate the launch of two innovative products Cision Social Edition and Cision PR Edition, we have scheduled a series of Q&As featuring some of the finest innovators in our field. Up next is Aaron Lee.
Aaron Lee is a social media manager and entrepreneur hailing from Malaysia. Ranked fifth on Forbes’ Top 50 Social Media Power Influencers list in 2013, he has had work featured in many prominent sites, including The Huffington Post, Social Media Examiner and Mashable. Aaron currently works as the grand master of customer delight at Post Planner.
Without further ado, here are Aaron’s answers to how PR and social media have changed and how he has innovated in this space:
How has social changed over the last five years?
People are on their mobile devices 24/7. People have become less dependent on desktop connectivity and as a result social has really shifted to the mobile devices.
That is one of the biggest shifts in the past five years. This mobile era of social media has given even more access for self-expression and being creative with their own world. That is why we’re seeing so many young influencers gaining momentum and building a brand for themselves through mobile only platforms like Vine and Instagram.
These platforms have created micro celebrities such as Amymarie Gaertner, Us The Duo, Nash Grier and many more.
I’m really excited to see how social media will change in the next five years.
What are the biggest trends in the industry today? How do they help you innovate?
Visual story-telling is the biggest trend in the industry right now. Companies are using platforms to share visual content like stories behind-the-scenes, personal stories, stories about their people, etc. No longer is it just about one-way promotional marketing.
All of us are receiving an influx of information and we’re simply tuning out overly promotional content. We want to see how a dress can be worn to the park or to dinner. Show it to us instead of selling it.
I find myself spending a lot of time going through visual content from businesses and I found myself connecting with different companies on a more personal level.
Many have found that it encourages greater engagement and builds better connection with their customers. I agree! Look at Taco Bell on Instagram and you can see how it their visual marketing has really humanized their brand.
Can you tell us about the most innovative social project you’ve worked on?
Recently one of the most interesting projects that I’ve worked on was taking Post Planner to Instagram.
While it isn’t entirely innovative, we found it tough to connect with our audience because of our business. (Web scheduling platform, anyone?) We needed a fresh approach compared to the usual personal account.
That is why we post a variety of content that we really know can engage with our target market such as quotes, facts, personal photos (yes, selfies too), food and quite a lot of behind-the-scenes stuff.
We also post our blog posts on Instagram as well. It’s a mini version of a post, instead of asking people to read it on our blog which is HARD, we simply created a digestible format made of quick points. Our fans LOVED it. Those posts tend to get the most comments.
What are some lessons or best practices social media pros can take away from your most innovative campaign?
One lesson they can really take away is don’t make every platform about your company. Think about why people go to those platforms and make content available for them there. Make it easy to consume and you’ll build yourself a great following.
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