Many brands are not taking a holistic approach to social media and are treating it like its own silo of activity. The team responsible for social, is usually understaffed and is often not in sync with the rest of a company’s digital initiatives, which is a big mistake.
Social media management is a full time job and pulls from a lot of different talents. You need to be able to write, create, navigate various social platforms and be able to have the understanding of digital, to have it all working pursuant to a make sense strategy. Once you have the right person or team in place, then it comes down to a lot of small ball work. Click the image above or here, for an excerpt from a recent interview on the topic.
It really needs to be a balance of content, engagement and growth tactics in order to have transformational social media results. Brands need to really invest equally in all three, if they want to experience a really meaningful impact:
- You must contribute to the community with good content that people will enjoy and want to consume.
- You cant just put out content, you must seek out conversation opportunities and then close the loop.
- You also need to have a content and engagement strategy that aims to satisfy bigger marketing or company growth goals such as: fan and follower aggregation, traffic to the website, email capture, awareness (reach, impressions, branded searches) and of course – sales!
Social media affords brands a very inexpensive way to speak with and listen to customers and prospects. So many marketers spend so much time talking about why social doesn’t work, why it isn’t trackable or how it dosnt have an ROI, and if they spent half of that time actually putting in the work, they would be singing a very different tune.
In order to win you must be a daily practitioner, and continue to tinker around. Small moves, can produce big results- but only if you are really in the game.