Adriana Glass of Glass PR
There are a lot of things we admire about Adriana Glass, one of them being that she is one of Sydney’s best public relations specialists. (And we don’t say that lightly!)
She’s an expert at what she does, while doing it all with integrity and purpose. Given that, we were excited to speak with Adriana about her business, Glass PR, and her approach to social media in the fast-paced world of PR.
What social media channel is the most impactful for Glass PR and why?
Instagram is our journal, brag book and moodboard rolled into one where we love to share, support and connect with our network of clients, creatives and media. As a B2B business, we also utilise LinkedIn in our own lead generation and network development. It’s a great place to form connections with, learn from, and generate meaningful dialogue with experts, and also potential clients.
How do you connect with your community on social media?
It really all begins and ends with creative and intentional content that speaks to our purpose as a business (supporting other businesses) but also in fostering and celebrating creativity, activism and purpose-led entrepreneurs. We meet weekly as a team to come up with content ideas that will support the agency, our clients, and our community.
This ranges from sharing behind the scenes of an Australian Fashion Week runway, to advice posts sharing insights into the perfect guest list, or unpacking a trend or concept like affiliate marketing. We also like to share UGC especially when it’s something truly extraordinary that we feel deserves a moment – whether it’s an established or up and coming creator, our philosophy is if we are excited by it, chances are our community will be, too.
We also make an effort to ensure we follow and engage with Glass PR friends and family, including our extended network of creators, media, and brands. Not only is social media a fantastic way to keep up with all of their latest work and news, but it’s also a great place to share positivity and support (because in my opinion, sharing props and love is the best use for social media!)
In your experience, what is the biggest pro and biggest con when it comes to social media efforts?
The biggest pro when it comes to social media is the potential reach for brands and businesses (including our own) and the ability to tap into audiences you simply couldn’t reach any other way. If a brand is consistent across its aesthetic, messaging and regularly posting it can be a very effective brand validation tool and one that can make or break your other marketing efforts. This cannot be understated.
The biggest con is that social media is one hungry beast. The more platforms – the more content you need to produce. It can be overwhelming at times. It helps to keep a collaborative and experimental mindset when it comes to content.
What is a mistake or misstep that Glass PR has made on social media and what lesson did it teach you?
This is very millennial of me, but the inclination to wait until I have the perfect shot to post it (and then often not posting at all) was holding us back. The lesson? Not everything will be a winner, but just keep posting and testing different types of content, learn and try again. It’s much the same for business in general. Don’t be afraid to fail.
What has been a standout moment or milestone for Glass PR on social media?
There isn’t one in particular, but it’s incredibly validating to receive support and thanks for the work we do on our socials, from people we respect and admire in the industry.
How do you measure your social media success?
We have a weekly and then monthly check in on our social accounts to evaluate what’s working, what’s maybe not performed or executed the way we hoped and then come up with new ideas for content.
We look for the data insights such as what’s attracting new followers, and driving the most engagement, but also consider less measurable outcomes a success – such as generating awareness and educating our audiences on particular topics or pulling in new types of audiences with different kinds of content.
Looking forward, what does the future hold for Glass PR when it comes to social media activity and efforts?
As a team we’re leaning into creating more Employee Generated Content (EGC) for Glass PR but also for some of the brands we work with, which has become a fun team building activity. EGC feels more personal and at the moment, we are seeing these posts perform consistently better than other kinds of content. It also gives everyone on the team a chance to shine.
Personally, I am trying to commit to posting more regularly on LinkedIn and share more advice and insights on TikTok and Instagram Reels – as cringe as I find it, everyone tells me they love it when I do videos and commentary. Maybe if I commit to it here it will come true?
Stay up-to-date by following Glass PR on Instagram or LinkedIn, and Adriana on Instagram, TikTok or LinkedIn – in her words, “I love to connect with like-minded businesses and practitioners to nerd out on news, trends and industry insights.”
