Learn how your business can start optimizing its social media channels. See how your business goals and audience play into your social media strategy.
- [Instructor] If you had to describe your company's approach to social media in one sentence, what would you say? That you're strategic, targeted, and have a great relationship with your customers? That you continually test and adapt? That you're social media platforms are well-integrated throughout your organization? That it's a hit or miss activity? That social media's still a sore point for certain members of the C-Suite? Or, maybe it's a combination of all or some of the above. Regardless of the way you describe it, I think we can agree on a couple of things.
One, social media's here to stay and two, the pace of change isn't slowing down. Twitter, Instagram, and Facebook keep tinkering with their algorithms. Linkedin is both a publisher and a job resource. Facebook, YouTube and Snapchat are the new TV. The list goes on. And, as marketers it's up to you to manage your social media programs and integrate them with all your other plans. And, that's the key. Integration and being true to your brand's character and voice on whatever platform you're on.
That doesn't mean you have to spout the exact same messages on each. In much the same way that you wouldn't wear a bathing suit to work, hopefully, your brand should show different aspects of its personality on various social channels. You just have to know how to act in the setting you're in and understand when to loosen or take off your corporate tie. That's tough for some traditional marketers and PR folks who believe message consistency was everything. Nowadays you need to figure out which aspect of your brand personality is most appropriate for the channel you're on.
And, there's no pat answer here so rely on your brand values as a guide. You've heard this before but it starts with your customers. The relationship you've built with them and knowing where and when they want to hear from you. That means shifting your thinking from marketing to editorial, from selling to helping. And, it means taking an honest and critical look at your strengths and weaknesses. And, the type of content you can excel at and which isn't currently being produced.
You also need to attach a value to your social media efforts. If you think of your content marketing as an asset, you'll be more mindful of what you create and share. And remember, digital is trackable and measurable, but don't just fall into the trap of counting likes. Establish measurable objectives that tie into your business and marketing goals. In the early days of social media, it was all about volume and speed. And, while it's still important to respond as quickly as you can, there is no point pushing out content for the sake of it.
You don't want to be thought of as a content polluter. Instead make strategic choices. Pick your channels and learn how to both fit in and stretch the limits. Be creative and strive for excellence. And remember, selling is a nuanced action. It's more than just pushing out your messages over and over again.
- Analyzing your strengths, weaknesses, opportunities, and threats (SWOT)
- Adapting your social media plan to capitalize on your strengths
- Reviewing new features in the major social networks
- Facebook side-by-side video
- Instagram stories and live video
- LinkedIn hashtags and mobile video
- YouTube membership and ads
- Snapchat audience match
- Buyable pins on Pinterest
- Optimizing paid, earned, shared, and owned media