Social Media Marketing basics
Social media marketing is still marketing and the basic tenets of “traditional” marketing hold true online:
- Know your current and target audience(s)
- Track your outcomes (and tailor/adapt your approach accordingly)
- Maintain a consistent brand across your social, digital and physical channels (including product) but allow for channel-specific variance.*
*Channel specific variance refers to the idea that your brand might be more formal on LinkedIn, or on your website, while it can flex into a more casual content and tone on channels like Instagram and Snapchat.
New social platforms
New platforms are emerging constantly and you undoubtedly feel as though you should be scrambling to master them. First, evaluate whether it will be worth the time and money to learn to implement the new platform. Is your demographic using it? Are your competitors using the new platform and to what effect?
When using any platform, keep these two things in mind:
1) Our customers and clients expect quick responses; only take on as much as you can maintain and build a plan that enables you to respond to conversation and feedback (“likes”, “retweets”, etc) quickly.
2) Do your best to match the form and function of the platform you are using, i.e.: avoid auto-posting from one format to another. Twitter is about short content and images and a timely, sometimes location-based conversation; Facebook can stomach longer posts; Instagram is all about hashtags and images. Matching your content and channel will result in higher engagement rates.
Saying “Yes and” & Taking Risks
My “yes and” philosophy emerges from years of improvisational acting. It sums up the best way to generate new and innovative ideas for campaigns and general engagement. “Yes and” thinking travels to unexplored corners, works the old stuck ideas out, and generates amazing new ones in their place. Hand in hand with “yes and” comes the need to follow through on those good ideas which sometimes involves taking risks. Being agile and being willing to test various approaches doesn’t necessarily require spending a lot of money. Risk-taking can pay off when it is strongly aligned with brand and mission.