THE 3 KEYS TO AN ACTUALLY-EFFECTIVE SOCIAL MEDIA STRATEGY

Social media strategy is nuanced. It’s organic but contrived; Time-consuming but must appear effortless; Easy but not; Free but expensive. It’s a marketing tool, that in the grand scheme of things, is still in its infancy when it comes to how small and mid-size brands utilize its powers. As an industry, we’ll know that we’ve graduated to the toddler years when the standard for social media ‘teams’ expands beyond one overqualified manager who is also a graphic designer, a project manager, a videographer and a comedian (I’m only a little salty). When attention and resources are given to worthy and pervasive causes, innovation (and optimization) is born.

PRO TIP: I like to tell clients that social media is not inherently effective. It’s like having a sign with your business name outside of the brick-and-mortar. It’s not always going to be THE thing that drives sales, but it’s crucial in building awareness and drawing people in. 

Like everyone, I’m constantly learning and adapting to the changing landscape of social media. I don’t claim to be the knower of all; but I can confidently say, after six years of being on the frontlines, that I’ve procured a rich understanding of how consumers prefer to engage with content online. And I’ve used this knowledge to execute effective strategies for clients across industries. Here we go:

1. Create measurable goals and shift constantly  

Before you do anything, make sure you’re working towards at least one MEASURABLE goal when it comes to what your company is doing on socials and WHY. Want to generate more leads on LinkedIn? Identify a realistic number of leads; Create objectives for how your team will achieve those goals; and decide what metrics you will use to measure success. I like to set three goals quarterly that relate to growth, cultivation and creative – but create your goals in whatever format makes the most sense for your unique company and business targets. 

The most important piece of this key? Assess and shift often. If you set a goal two months ago but then realize there’s a goal more useful to track for your bottom line, change the goal! Achieve the goal sooner than anticipated? Awesome. Check it off the list and create another one! Being dynamic will ultimately better serve your brand and be more conducive to succeeding on these ever-changing platforms.

HERE’S a link to my goal-setting matrix template. Feel free to grab the template and run wild (within reason)!

2. Invest in quality content 

Too often I’ve heard companies lament over lack of ‘success’ on social media. After a 3-minute review of their Instagram feed, I can immediately tell said company has been trying to cut corners, which has now led to a false sense of justification. Every audience is going to require unique content. Because of how competitive and action-based most platform algorithms are, posting passively just for the sake of posting will not cut it. Your content will go unseen. And even if it is seen, it won’t be engaged with rendering the content invisible in the eyes of the algorithm. 

To connect with your audience and retain their loyalty, you must invest in creative. Accept its importance right now in this moment and proceed. 

We good? Ok, fabulous.

Now, there are two ways to invest successfully when it comes to content. 1. Put your money where your mouth is: Whether it’s investing in the time to create more content by hiring a team member, making more room in the budget to hire a freelance videographer, or adding software that will optimize posting, allocating monetary resources to your social media efforts is the easiest way to ensure results. This is the most ideal option if you have the budget. I promise you will see results – if only effective brand awareness. 2. Prioritize using time: I know people say ‘time is money’ – but if you’re strapped for cash and don’t have wiggle room in the budget to hire contractors or team members, be intentional about providing the team member you do have, who is responsible for socia, with resources and time to devote to content creation specifically. Empower them to have fun. Cover the price of coffee, so they can spend an afternoon planning content. Happy people make great content.

3. Embody authenticity 

I’m sorry if this is cliche, but it’s honestly THE most important key to an effective social media strategy: Be authentic.

Most brands will ‘succeed’ on socials if they possess one of two things: 1. Their product solves a problem 2. The face of the brand is charismatic or the personality of the content itself is magnetic. If you’re lucky, your company has both, but you’d be surprised at how many brands only have one of these things and succeed wildly when it comes to engagement and sales. Your best bet is to focus on the personality of your content if you’re unsure. Ultimately, though, an effective social media presence can only be sustained if your brand stays true to its unique essence.

Feel silly doing trendy content? Don’t do it. Don’t feel comfortable in front of a camera? Don’t be the face. Now, don’t get me wrong. I’m not saying don’t conquer your fears. Good strategy requires a willingness to pivot to the left. BUT, there’s a difference between learning something new and adapting and being viscerally uncomfortable and dreadful about the idea of something. As soon as you start replicating others for the sake of ‘marketing’ your content will suffer and people will notice. Above all else, use wise discernment and create content that FEELS GOOD. This feeling is a key piece of the puzzle that generates brand loyalty and an engaged online community. Once you have those two things, you’re golden.

Have questions or thoughts about social strategy? Comment below or shoot me an email. I’d love to chat :)