Keys for conquering social media going into 2017. Social media—as many digital marketers know it—refuses to slow down.
To keep up with trends, consumer enquiries and engagement efforts, it’s imperative that PR pros and social media managers learn new skills and apply them to their current strategies.
To more effectively engage with audiences, 2017 will see an increased dependence on the relationship between brand managers and influential social media users.
Keys for conquering social media going into 2017
Influencer marketing has emerged as a real line item in the modern marketer’s toolkit.
The question is no longer whether or not it works; rather, it’s how to best integrate influencer marketing in a scalable way.
What else should social media marketing teams have on their radar for the coming year?
Here’s what to watch—from several digital engagement pros:
Stop reaching.
Many social media marketers focus their efforts on reach. In their current campaigns, plenty seek to cast an extremely wide net with the hope of catching some big fish—or influential users. Should this be the strategy moving forward?
Reach is all well and good, but it will only get you so far. Audience size doesn’t matter and people will start to catch on to this in 2017.
In the past, social media stars were measured by the number of followers they had on Twitter.
2017 will focus on those that can drive more engagement because the content they produce is relatable and can authentically resonate with their audience.
Tap into users’ passions instead of focusing on reach.
Customisation—not content—will be king.
Regardless of your reach, an influx of emerging social media channels makes it tough for brand managers to keep their audiences engaged.
It seems like a new social network launches every week, and each of them with new media through which we can communicate – Snaps, live video, emoji, etc.
With this proliferation, it can feel like an insurmountable objective to ensure you are showing up in the right places.
Keys for conquering social media going into 2017
For a brand manager looking to incorporate social media more centrally, it’s important to first understand where your audience is and not just gravitate to the newest, shiniest network on the scene.
Because each network’s audience deserves content that’s been optimised for the channel, a good first step is sitting down with your marketing team to plan for campaigns that can easily be tweaked and customised for each.
It’s time to stop gating your content on social media. Users will see straight through your marketing tactics, and just like they turned off ads with AdBlock, they’re going to shut you off, too.
While there is a fine line between creepy and targeted, research continues to show that consumers expect brands to recognise them as the same individual irrespective of channel.
And, with consumers seeing social media as a go-to for customer support, this seamless integration of social data will be essential in 2017.
Adopt an interaction etiquette.
Once you post, your content will exist in cyberspace indefinitely.
Even though it might seem wise to get involved in a Twitter skirmish or respond hastily to a customer’s rant, you shouldn’t “lower your bar.”
What you put out on social media is permanent. How you use social media in marketing has a cumulative effect.
Just because someone else is lowering the bar doesn’t mean you should. Take the high road, always.
In the short run, it may seem that strategy might not be working; but in the long run, class always wins.
When it comes to ego, leave it offline—especially when working with influential users or brand ambassadors.
There is no one influencer. All of the social media platforms can make anyone an influencer. The key is to understand why they would want to influence their followers to follow you or your product.
This is the wild west of selling ideas or products at the grass roots level.
Agility is key. Is your strategy working? How do you know it is working? If it isn’t, change strategies. Ego will get in the way if you let it.
Keys for conquering social media going into 2017
Consumers want to feel involved, so customer reviews will become essential to an effective marketing strategy. Interacting with customers in a way that reflects your brand identity is key.
The stark reality is that marketing no longer has complete control over the brand narrative.
However, reviews are a crucial component to the brand so counting them out of the mix is the equivalent to burying your head in the sand.
Though this realm of user-generated content seems like the Wild West, marketers can boost their odds by empowering their stakeholders with the right content, making sure they understand the overall brand narrative, and by promoting positive user content.
As brand managers recognise the power behind social media, a greater emphasis will be placed on successfully integrating social media and commerce.
In 2017, we’ll see more customer reviews and product information becoming completely integrated.
If you want a marketing partner that is passionate about helping you grow your business then get in touch. It’s what we’re best at.
