Table of Contents
Introduction
In today’s digital landscape, social media platforms have evolved to prioritize keeping users engaged within their own walls rather than directing traffic to external websites. With constant algorithm changes, legal issues, and the potential for platforms to quickly become irrelevant, many marketers are questioning the value of investing in social media. However, there are still benefits to be gained from social media if approached strategically. This article will provide insights and tips for making the most of your social media investment.
Experiment and Diversify, but Exercise Caution
Social media platforms are primarily focused on generating revenue for their parent companies, which means the benefits of participation can be unpredictable. To mitigate the risks, it’s important to establish a strategy for investing in owned platforms such as your blog, website, or email newsletters, where you have more control over the outcome. By maintaining investment in these channels, you can ensure ongoing communication with your audience even if they stray from social media.
Align Social Strategy with Audience and Goals
Not every social media platform will serve your brand’s needs and goals. To identify the best opportunities, let your audience be your guide. Utilize social listening tools and conduct audience research to determine where your target audience is engaging in conversations relevant to your brand. Additionally, pay attention to the volume and quality of users engaging with your brand on different platforms. If engagement is dwindling on a particular channel, it may be time to diversify and focus on platforms preferred by your audience.
Think Quality and Originality Over Quantity
In order to stand out amidst the vast amount of content on social media, it’s important to prioritize quality and originality. Leading the conversation with unique insights, thought leadership, and ideas is crucial for capturing audience attention. Use social media as a testing ground for ideas and share successful solutions to challenges your audience may face. By sharing lessons learned and providing valuable content, you can increase audience interaction and engagement.
Consider Paid Social Ads Optimized for Conversions
As organic reach continues to decline on social media, investing in paid social campaigns has become increasingly important. Consider utilizing social media advertising and promoted posts to reach your target audience. Customize your paid campaigns to offer value-driven downloadable content in exchange for permission to communicate with consumers. Paid promotion opportunities vary by platform and format, so refer to your buyer personas to determine the most effective options for your brand.
Leverage Groups to Build Community Trust
Given the ongoing concerns about privacy and deceptive practices on social media platforms, some users are moving towards invitation-only spaces like Discord, Reddit, or Circle. While these platforms may not provide the high-volume reach you desire, they offer the opportunity to build trust and engage with a more authentic and organic community. If your brand can gain access to relevant Discord communities, you may find it easier to earn members’ attention and trust.
Know When – and How – to Pull Back
It’s important for brands to be prepared to leave platforms they don’t own if they no longer align with their values or if user engagement declines significantly. Instead of making a public announcement about your decision, it’s often better to quietly pause your activity on a platform. This can prevent your brand from becoming the target of backlash or having to backtrack on your strategy. Regularly review your social media efforts and have an exit strategy in place to ensure you can adapt to changes in the digital landscape.
Conclusion
While there are challenges and uncertainties associated with social media, it can still be a valuable tool for brands when approached strategically. By investing in owned platforms, aligning your social strategy with your audience and goals, prioritizing quality and originality, considering paid social ads, leveraging groups, and knowing when to pull back, you can make the most of your resources and achieve success in the ever-changing digital marketing landscape.
