By Tom Hoehn, EVP Strategic Communications
Social media has evolved and will continue to do so – you can count on it. It’s important that communication professionals stay abreast of the nuances of the various platforms to optimize their use for business objectives.
I’ve been a digital marketer since the term was coined in the ‘90s. Here are a few pointers that I’ve learned along the way:
- That *&^% algorithm.
All social platforms use algorithms to deliver content that they think you will like. That sounds great, but they also deter content from reaching a wider audience if it isn’t getting meaningful engagement in a timely fashion. Plus, the algorithms are designed to keep you on its platform (so you can engage with interesting and sponsored – paid – content), so don’t be thrown off if posts with links to content off the platform don’t perform as well as other content. - I have followers – Why don’t they see my posts?
If you post something without paying for traffic to view it, it is known as “organic.” In the early days of social media, organic reach was a significant part of your follower base. Those days are long gone. The only way to ensure reach is to apply paid media. A benefit of this is that you can add specific levels of targeting to make sure that your content is being seen by the people that you want to see it – and who will hopefully engage with it. - Is content still king?
Actually, yep. Social platforms reward good content with more organic reach and better media rates. How do you get some of that juice? Create content that people react to with shares, comments, likes and by tagging their friends. A share is the gold standard, as it shows that the viewer resonated with the content enough to share it with someone else. And don’t make matching luggage social content. A post on Instagram should have a different approach than one on Facebook (i.e. Instagram comment is usually more succinct and highly visual.) Finally – don’t overpublish, especially if your content gets low engagement. This will work against your reach! Quality rules over quantity. - Video, video, video
Video continues to be the norm with the rise of platforms like TikTok and Snapchat. Others are pivoting to adapt (e.g. Instagram Stories). Some folks can get in their own way by creating over-produced video for social, driving both cost and time. I’m not advocating for low quality – just be mindful of the platform’s vibe and have fun with it. - Stop dusting the Mona Lisa
Try things out! Some will resonate, some won’t. Don’t be afraid to experiment with content. Don’t let perfection be the enemy of something good.
We have fun helping our clients with social, often starting by taking a step back and doing a comprehensive audit. After learning about our client’s business and objectives, a social media strategy follows. From there, content creation and scheduling is based on an aligned strategic plan. Once content is published, engagement is also a driver of reach. If someone leaves you a comment, consider it a gift. Acknowledge them!