by If you haven’t heard of Duolingo, you might be living under a rock. No, not because of the actual product – simplifying how to learn a new language – but because of its brilliant social media posts. The social team behind Duolingo is smart, savvy, and quick to respond, and by connecting with its audience they’ve managed to create a legitimate fan base behind a strange-looking green owl who is the mascot for the site.
Most companies in 2025 have attempted to showcase themselves on social media in some form or another. With LinkedIn, TikTok, and X (Twitter) being some of the more popular ones, a company’s social media presence can help to make or break the company along with elevating its reach to relevant audiences and customers.
As a PR agency, one thing we always tell our clients is that you must POST WITH A PURPOSE.
Creative Content
Let’s face it, when we are “doom scrolling” through social media posts, our eyes glaze over content, for content’s sake. Creating quality content is imperative when businesses are looking to drive actual engagement on their social channels for marketing communications & PR purposes. Content should be segmented to maximize variety while also reducing burnout from looking at similar types of posts among a target audience.
Social media posts are best received when it’s not the same thing day after day. By segmenting it into separate sections such as media results, industry news, insights, corporate announcements, and employee introductions, it’s a refresh for followers who want new material to engage with. Including pictures, quotes, hashtags and emojis (but not TOO many!) can help differentiate your content as well.
Let’s Get Engaged (With our Audience)
Engaging with your audience can help to build interpersonal relationships while showing as a company, you are actively “taking in” content put out by other people and companies that you follow, and that follow you. It’s an excellent way to build further engagement and show your audience that you are willing to share your ideas and messaging and have direct conversations with others who are curious about the industry.
This can and should be done by liking, reposting, and sharing content from other experts and companies, tagging relevant people, and collaborating on posts to reach wider audiences.
Frequency
Consistency and cadence are just as important to a social media strategy as the quality of content. Having a consistent cadence on social media means that followers know what to expect and when to expect it. This doesn’t mean posting all the time and flooding your audience’s “for you” page but rather understanding the days and times when people are more active on social media. Posting at 11 PM on a Sunday, for example, is not the best time to share content if you want any audience engagement. Creating a tactical plan for content which includes a schedule and a few posts in advance, can help to create a steady flow of relevant content. Additionally, the management and timing of interactions (dialogue) and engagement (likes, reports, one-off comments) can impact a brand’s reputation as much as the type of content they post.
Last, but certainly not least, don’t be afraid to change things up if needed. Social media analytics enable companies to better understand their audiences and assess the success and impact of their content. LinkedIn has a built-in intrinsic bias towards certain post formats. For example, posts that include photos tend to perform better than posts that are solely text-based. Utilizing the analytics will help a company understand why certain posts are performing better than others – companies should use these to help update their social media strategies, rather than staying stagnant. With new trends and posting styles popping up every day, companies need to be willing to adapt their social media strategies, so they don’t get left behind.