My cellphone seems to ding more daily, mostly from LinkedIn notifications. I have noticed that participation from the glass industry is growing in leaps and bounds. Whether companies, employees or customers post, it takes up more space online and, of course, more screen time to digest.
However, is it effective? Are you reaching the right audience or preaching to the same followers with each post? Of course, I went to LinkedIn and started reading what the professionals think of it all.
Joseph Federico, a marketing strategist, advises people and companies on being effective with social media.
“Alright, let’s be blunt: most of you are not using social media effectively, and it’s honestly shocking,” he writes. “If you’re not liking, sharing and engaging with your community, you’re tanking your growth and visibility. Social media platforms like LinkedIn, Facebook, Instagram and TikTok thrive on authentic interaction.”
That sounds like good advice. I see many people posting great content and liking it, but not sharing or reposting it. If you want to grow your audience, you must share and post others’ content you like. Hopefully, others will share yours as well, helping you reach new people.
I also found a great post by Jill Jackson, a public relations student at Kennesaw State University, who wrote a more detailed article titled “Bringing Magic to Social Media: How Disney Uses the PESO Model Effectively.”
What is PESO? Jackson explains that the model comprises four categories: Paid, Earned, Shared and Owned. Each part of the model helps brands strategically tell their story and reach the correct audience. According to Jackson’s article:
- Paid Media: Consists of ads you pay for;
- Earned Media: Includes unpaid publicity like news coverage, influencer shoutouts and organic reviews. This type of media builds credibility because it comes from outside voices. The biggest strength of earned media is its credibility. When someone vouches for your brand, especially someone your audience trusts, it creates a powerful impression that paid or owned media cannot consistently achieve;
- Shared Media: A Tweet, an Instagram Reel or a Facebook post are examples of shared media. It’s all about community engagement and sparking conversation; and
- Owned Media: Content you control, such as your website, blog, newsletter or podcast.
While each category serves its purpose, they can create a strong, well-rounded social media campaign when used together. In our industry, I see a lot of earned and owned media. Creating a strategy and focus will help you get your points across better and with less noise. Sharing content will bring you to a larger audience and make you more effective.