If you use social media, you have a strategy. Maybe you’ve never actually thought about it before, but every move you make on platforms like Facebook, Twitter or Instagram indicate your purpose and plan. For example, you might be the type of person who tests out every Instagram filter to find the perfect one, or you could be that silent lurker, taking the fly-on-the-wall approach to your friends’ most recent comment war (we’ve all been there). Wherever you may fall on the spectrum, chances are you’ve thought strategically in some way about your social media presence – or lack thereof.
As a brand or company, thinking about your social strategy is vital to your effectiveness online. And much like a board game or sport, the opponent with the strongest strategy is usually the one that wins. Finding the right plan for you and your business could be the difference between making the sale or missing out on a great opportunity. As the world spends more and more time in these spaces, it has become increasingly difficult to rise above the noise and reach the right people, but it all starts with building an effective game plan.
Understand Your Platform
First and foremost, you must understand the nuances and personality of each of your social sites. Because each platform is unique, some content types will prove more effective than others. For example, Tumblr is a place for animated GIFs. Twitter thrives on news and information. Facebook is a place for storytelling and friendship. Once you understand each of your social media sites’ personalities, you can start reaching your community much more effectively.
One prime example of this is Dove’s “True Beauty” videos on YouTube. Dove understood that most Facebookers would tag friends, family members and acquaintances because of the sentimental nature of the video, thus strengthening those communities’ personal bonds. The video went viral almost immediately and now has over 67 million views on YouTube, thanks in part to Facebook. Understanding your platform will determine the type of content you post, its timing, and its reach, and it’s the most important factor to consider when building your strategy.
Focus on “Jabs”
One of the most influential thought leaders in the world of social media marketing is Gary Vaynerchuk. In 2013, he wrote a book titled, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World,” and in it, Vaynerchuk likens social media strategy to a boxing match. Most boxers don’t enter the ring, only to throw a right-hook and knock down the opponent. Any boxer worth his or her salt understands the importance of slowly and painfully wearing the other person down through a series of jabs. Jabs are strategically placed throughout the match, so eventually the opponent will be knocked out cold when that right hook is thrown.
“There is no sale without the story; no knockout without the setup.” – Gary Vaynerchuk
This is how social media strategy should be: full of jabs. A social media “jab” is a regular, everyday post to show your fans and followers that you’re a regular person, and you’re not asking anything of them. For example, when Taco Bell tweets out snarky responses to their followers, they’re not trying to sell you a taco. They’re just being funny. When Vans features a community photo as their Instagram post, they’re not selling you a shoe. They’re honoring a fan. This is all part of a strategic plan to build credibility, confidence and influence as a brand and bring you, personally, into its story.
Life hack of the day. https://t.co/I1Q9E1r25u
— Taco Bell (@tacobell) December 6, 2016
It’s hard to believe posting memes and participating in hashtags is a strategy, but it works. It’s not a lowly intern at the helm of these accounts – these are vetted professionals. As companies focus on jabs with relevant, everyday content, they are slowly gaining followers, fans and engagement. Then, one day: a right hook. Taco Bell will ask you to buy a taco. Vans will feature new sneakers. On that day, these companies will have a large pool of invested fans who are warmed up to them, and thus more likely to “fall” for the right hook.
All too often business marketers and brands are too busy throwing right hooks at their users, thereby wearing themselves and their customers out. “Read our blog!” “Visit Our Store!” “Buy Our Stuff!” This kind of marketing can start to seem spammy and irrelevant. Instead, stop asking so much of your community, and focus on a softer approach.
Timing Is Key
Thanks to social analytics, we have the power to see when our content will be most effective. Since most of your users aren’t online in the middle of the night, it’s obviously best to post during the day. However, finding the right time throughout your day depends on the platform. Facebook Insights, for example, provides exact times on when content was clicked on your company’s pages, and most marketers consider a whale-like figure on Facebook to be most healthy.
In the end, data must influence your strategy. Twitter provides Analytics, and there are many data-reporting tools for Instagram. By using data to inform your decisions, you don’t have to take shots in the dark to find out what’s most effective.
However, be warned that not all updates should be scheduled. Most companies with strong social media followings turn off all scheduled posts during breaking news events or horrific situations across the globe out of respect to their communities. A well-meaning post can easily seem insensitive and out-of-touch during a tragedy. Part of being relevant and engaged with your audience is being in tune with the world.
If you’re looking for more ways to boost your social strategy, Coiski can help you. We would love to help you build and implement a game plan that works for you and your brand – coiski services.