We get it – everyone wants to sit at the cool kid table. But when it comes to social media marketing, it’s better to be smart (we like to say strategic), than fall victim to the latest trends and the influencers who seem to be doing it all right on social. Don’t get us wrong, these popular figures may, in fact, be doing all the right things for their brand – but does that mean their tricks will translate to your business? Sorry, but no. Let’s talk about that.
Here’s the thing. Social media is an ever-evolving animal, and when you’re just starting out, you’ll want to play around with your strategy until you find that perfect fit for your brand. But know this: the social world is growing in influence every day, and in today’s digital age, you simply can’t afford to be sitting on the sidelines anymore.
Here are a few of our favorite dos and don’ts to steer you in the right direction on a smart, strategic social media marketing path:
Don’t join every social media platform just because you’ve been told you “should”. We believe in quality over quantity, and if we’re being honest, social media burnout is a real thing. Instead, determine the most relevant channels for your unique brand and establish a strong presence there. This means consistency in both sharing content and engaging with other users!
Speaking of determining those relevant channels… do think about where your target audience spends their time online. Is your tribe youthful and visually driven? You’ll probably want to focus your efforts on Instagram. Or are they an older crowd who seek resources in the form of written content and informational blog posts? You might consider Facebook or LinkedIn instead.
Don’t make a post just to post. Be strategic about your content, and experiment with post formats that resonate with your audience. There’s plenty of room to play here, from quality photography and video, to blog posts and GIFs. Not sure exactly what’s resonating with your followers? Don’t be afraid to ask them! Start a poll or ask questions to figure out the kind of content they want to see more of. That’ll keep them coming back for more – and isn’t that the goal?
Do your research. Look around at the competition and pay attention to their approach to social media strategy. Then ask yourself, What can I do to stand apart from the pack?
Don’t be afraid to adjust your strategy and switch things up as you go. Love it or hate it, the nature of social media is its constant change. So be sure to measure your success (or lack thereof) as you go and pivot from there (hello, analytics).
The takeaway? Just because the cool kids are doing it, doesn’t mean you have to. Of course, we always recommend paying attention to the latest and greatest trends on social media, because the next new feature could be a key tool in your digital marketing strategy. But a strong line of tactics only will only work when they’re implemented with a clear strategy in mind. (And strategy is what we live and breathe over here.)
P.S. If you’re looking for a bit of social media guidance, or a more hands-off approach altogether, we’re always happy to add a social media management plan to any Brand Muffin package. We’ve got you!
Total Brand Agency