“The only constant is change.” Though it may sound a bit cliché, the well-known phrase by the Greek philosopher Heraclitus applies all too well to the social media landscape today. Whether it’s figuring out the ever-changing platform algorithms, adjusting the tone to fit the current news cycle, or finding ways to jump on the latest “Gen-Z trend” circulating the internet, it’s crucial for brands to be vigilant and adaptable in order to achieve success in today’s ever-changing social and digital media space.
While staying current and rolling with change is critical for maintaining a stellar social presence, certain core strategies remain the same when crafting a brand’s social media approach. Read on for just a few key tips to help achieve and maintain success in the ever-changing social media landscape—but there are no guarantees they’ll be relevant tomorrow!
- Understand Your Audience: This may seem obvious, but understanding your audience is the first step in creating content that resonates. Creating quality content that reflects your brand’s voice and connects with your audience will remain important even as trends evolve. Using analytics tools to gather information about your target audience’s demographics and preferences can go a long way in creating a strategy that produces quality content. The more your social content can be tailored to the interests and needs of your audience, the more you’ll be able to enhance engagement and expand reach in a meaningful way.
- Set Clear, Obtainable Goals & KPIs: The tricky (and unique) part about social media? There is no perfect answer for what defines success. It’s important to align with clients and teams on what clear, definable objectives make sense for the brand, and be ready to refine them as the social landscape—and priorities—change. Goals can include increasing brand awareness, driving website traffic, or boosting follower engagement. Additionally, leveraging data and metrics to report on and stay on top of these goals is a great way to make sure you are shifting your strategy based on what’s working well and what may need adjustment.
- Optimize for Each Platform: No social media platform is the same, so why should your content be? One format could garner amazing engagement on Facebook, but completely flop on LinkedIn—and that is totally okay! Different social platforms serve different purposes, so knowing how to adjust your social strategy for the specific preferences of algorithms and audiences is crucial in creating quality content.
- Stay on Top of Trends: Keeping up with new features, trends, and best practices to create relevant and effective content is the perfect way to expand brand awareness and reach new audiences. Make a habit of performing social listening each morning and following publications that keep you in the know, so you can easily capitalize on viral moments and enter into new conversations.
- Create a Content Calendar: While it’s important to hop on relevant and timely trends, it’s also important for brands to maintain an active, “always on” presence with a consistent voice across social platforms. This helps earn trust and foster connections.. Advanced planning ensures a steady stream of engaging posts while also providing the flexibility to respond to trending moments and conduct effective social listening. Having a consistent posting schedule and preparing for priority moments can help drive overall impact across social platforms.
Want to learn more about how M Booth can elevate your social strategy? Give us a call!
