Setting social media strategy can be daunting for any brand. Here are some tips and tricks on how to create social media strategy that works, by not being too corporate or boring.
Social Media is the key marketing channel for any brand. It’s where you build your community and following – but it’s also a lot more than just “a social space”. The channels like Facebook, Instagram, Twitter, LinkedIn – they’re all about building relationships with people who care about what you do.
These days social media has become an essential tool in every company’s arsenal because it allows them to connect directly with their audience in ways that were impossible 10 years ago! So if you’re thinking of setting up social media strategy, here are some tips and tricks on how to create social media strategy that really work.
Creating social media strategy – Be yourself
Brands can be really stiff, boring, corporate and while it might make sense in the short term, it will ultimately lead to failure. People follow brands because they want emotional connections – social channels like Twitter and Instagram are social spaces where people do socialize, so be social!
Authenticity is key, that’s why social media channels give you an opportunity to show your human side. People don’t care about corporate speak and jargon. They want real people talking about real life issues that matter to them.
And creative, authentic content is king!
Create and measure impact
Social Media KPIs are typically used to measure social media performance. The best indicator for your success, is the engagement rate with your content. You should aim to make a connection with your community and followers. The best way to do that, is to create content that is interesting enough to share, like or comment.
A conversation on any platform, can go a long way and entice others in the community to spend time with your brand. The next time they see your products in the supermarket, you bet they will remember that conversation you had around sustainability with one of your customers.
Creating engaging social media strategy – Share photos and videos
It might seem obvious but social media is all about interactive content and engagement. It’s visual by definition. Photos and videos really help brands to connect with their audience in a more personal way.
TikTok is the first social media channel to go video only. You cannot post static images to the platform and this changes the way you (will have to) present your brand, too.
When it comes to content creation, there is a clear trend towards video creatives. Static images and creatives might have worked well in the 2010s, but this decade is all about quick and enticing video content.
How do you create a social media strategy that works
Creating social media strategy that works comes down to a good social media plan in place. The social channels are likely different, but the approach needs to be the same – listen and engage with people who care about your brand!
- Define three main goals you would like to achieve from social media support (e.g.: enhance brand awareness, increase social media engagement etc.)
- Create social media content that is valuable for your target audience (e.g.: share useful tips and tricks on social channels)
- Measure social media success – social media KPIs help you to understand the impact of your social media strategy.
- Don’t overthink your strategy, but go out there and do it. Sometimes it is best to try things out first, and ask for forgiveness from your brand management and communications department, after you’ve hit that million views on your cheeky video
Does a strategy have to differ by industry?
While social media channels may be different, social media strategy is a must if you want to succeed. So no matter what industry your brand is in – it’s all about the content!
Of course messaging and tone might differ by industry, but social media channels have become so interconnected over the last couple of years, that I doubt they will ever go back to being separated.
The social media strategy itself really depends on your industry just as much as social media channels differ between each other. For example, social media strategy for a fashion brand would be entirely different from social media strategy for an automotive company.
But at the end of the day you have to decide on how you would like to be perceived, and what the best way would be to engage with your target audience. If product marketing is the best way to go, do it. If a personal touch with one clear face to the customer suits your brand best, find that authentic brand ambassador and get out there.
Yes, social media is the key marketing channel for any brand. The social channels are different, but you need to approach them in the same way – listen and engage with people who care about your brand!
The social media goals should be aligned with your company’s primary goals. You should aim to make a connection with your community and followers, while also creating content that is interesting enough to share.
No, while social media channels may be different, social media strategy is a must if you want to succeed. So no matter what industry your brand is in – it’s all about the content!
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Also published on Medium.