Sending out an SOS 🚨 Scared Of Social (Media) 🚨
I’ve found clients can be in one of two camps when it comes to social media.
Camp A – the fearful
If a client’s here, they maybe don’t know their Reels from their ‘For You Page’, or assume that LinkedIn is just for recruitment and have never considered employing paid social in their marketing mix.
These could be businesses who are spending budget on performance marketing, people who have their ducks in a row when it comes to brand guidelines, but when we ask about Instagram they are perplexed.
Camp B – the everywhere
If clients sit here, they’ve got more accounts than you can count. Bluesky? Already on it. TikTok? They’ve posted a few. These guys are excited about social media and understand the value it can bring. But the problem here is that they are forgetting something – their audience.
It’s rare for a brand to need to be on every channel. If you are on multiple platforms this unfortunately doesn’t mean you can post your TikToks directly to your Facebook feed, so the time you’d have to invest into social media would be heavy.
Social strategy: where to start?
All that said, it doesn’t really matter which ‘camp’ a client sits in when we’re approaching their social strategy. It all starts with the same building blocks:
Who are we trying to target?
What brand values are we trying to communicate?
Where are the conversations about our brand/product/sector happening?
It’s likely we’d suggest focusing on a select number of key channels and devising a clear content strategy that not only is going to engage with their current audience/customers but attract new ones. This can be hard for the ‘everywhere’ camp – they get FOMO. But the thing is, brands should only be somewhere if they have something to say, not just add to the noise.
Maintaining your social channels
Content that aligns with your brand and audience values is going to resonate, and therefore, perform. We’ll also need to be engaging with your audience who are heading straight to one area – the comments section. Here’s the opportunity to deliver personality, go beyond being a ‘faceless’ brand and show authenticity.
Then we’ll use paid social for growth – growth of awareness, interest and ultimately leads. There’s really no need to be scared though – that’s what we’re here for!
Whether you’re Camp A, Camp B or neither of the two, we have a team of social media experts ready to help take your channels from ‘okay’ to ‘outstanding’. Learn more about our services here.
