3 Ways to Reengineer Your Social Media Marketing Strategy
Facebook caused a bit of a panic when it updated its feed algorithm earlier this month. In case you’ve been out of the loop, the social media platform now shows more content from friends and family, and fewer posts from brands and publishers. Needless to say, it caught a lot of social media marketers off guard. Competition over customer attention was tough before the update, but with reduced organic reach it’s even tougher. So what does that mean for social media marketing now? It means flexible and adaptable strategies are a must – and these four tips will help the planning process.
- Take a platform agnostic approach.
Digital publisher Copyblogger, for all their useful content, completely scrapped their Facebook page in 2014. While that’s a drastic measure – there’s still something to be said for maintaining digital presence, even if you’re not actively growing it – it’s worth evaluating and optimizing the time you spend on each channel. It takes time to establish a good audience base, but it’s also important to recognize when a platform doesn’t really work out for your needs. Instead, spend more time refining your strategy on other platforms. As with any marketing tactic, it’s necessary to measure, evaluate and adjust.
- Approach each channel differently.
Besides the obvious differences between Snapchat and LinkedIn, each platform approaches its social aspect in a different way. This can be significant not just when planning out the content that’s shared, but also the community that’s engaged. Keep in mind that some social media services also have their own native publishing tools, like LinkedIn’s Pulse, which can magnify both reach and interactions on that platform. Generally, it’s inadvisable to simply duplicate content there or anywhere else, but reusing and repurposing it is a good practice – and it’s just the sort of thing that applies here.
If there’s one thing to remember, it’s that social media is… media. That might be obvious now, but it wasn’t for a long time. Despite a surprisingly long history of social tools, Google Trends shows us that it was around 2009 that we started thinking of platforms like Myspace less as a “social network” and more like “social media” (though there’s a spike in 2010, probably because of “The Social Network” movie). And that shift in perspective is a big deal. Over the past few years, the biggest platforms have taken huge strides to accommodate different types of rich content on their site.
- But don’t keep them completely separate.
Different social media channels can drive traffic to each other, but this is most apparent when the user experiences between each are distinct. For example, Taco Bell uses Twitter to encourage traffic to its Snapchat, then broadcasts its Snapchat content via Twitter. This works well not just because each channel focuses on different content, but also because they open up different types of engagement. In doing so, Taco Bell directly engages its audience and in return gets a lot of user-generated content.
Social media marketing has established as an agile way for brands to reach their customers. So even when platforms change their experience or fall in and out of popularity, the underlying principles remain the same. How prepared is your team to adapt to digital change?