By John Kultgen
I'll make this simple: If you don't shift your social media approach next year, your brand will get left behind.
The reason for this thinking is linked to the rapid evolution that occurred over the last 12 months. In 2015, social media marketers saw a lot of changes. Instagram surpassed Twitter as the world’s second-largest social media network. Video became more prominent on almost all platforms. And Snapchat, of course, continued to grow.
So what can we learn from this past year as we plan our 2016 social media strategy? What mistakes must brands avoid?
You Value Quantity Over Quality
It used to be that social media had such little competition, all your brand had to do was post a lot and messages would be heard. That approach is now antiquated. Social media is pay-to-play, and a LOT of brands are playing. Your brand is better off posting high-quality content such as original photography, video, or well-thought-out blog posts, once per week, as opposed to posting multiple times per week or twice per day with sub-par images and short text.
You've Avoided Snapchat
So you’re finally starting to see that this network has value, huh? I don’t wanna say, “I told you so,” but I told you so. Snapchat has an estimated 100 million daily active users. And while the user-base is primarily under 34, older users are signing up at a considerable rate, and you need to join the party before your brand looks irrelevant.
Snapchat is a great network for capturing the live events your PR team works so hard at organizing, giving worldwide exposure to something you previously only impacted locally. Additionally, Snapchat has that gone-in-a-flash characteristic that makes your promo code release or news update particularly exciting.
Your Tweets Are Not Real-Time and Text-Only
Twitter is a real-time news network. Users react to what’s happening that day, even that hour. Unless your tweet has a timely topic or is media-rich, there’s little investment in writing and posting. Instead, plan tweets that feature videos and GIFs. Then, save text-only tweets for the speedy reactions to trending topics (e.g. #TheDress).
You Separate Engagement and Acquisition
Many brands have one team in charge of daily content while another only produces direct-sales ads on social media. Aren’t you all on social media for the same reasons? Consolidate your teams, and your budgets, into one social media presence that posts for the purpose of gaining followers, engaging customers, and ultimately driving sales.