Social media is table stakes for nearly every company’s communication strategy today. But, the platforms change and operate outside of our control. When it comes to navigating owned content on rented spaces, here’s what we recommend:
SHOW UP WHERE IT MATTERS
Don’t be everything to everyone. Focus on reaching your audiences and business goals.
LEAD WITH EXPERTISE TO BUILD COMMUNITY
Thought leadership requires good intentions, authenticity and real street cred.
DIVERSIFY YOUR CHANNEL MIX
Because any platform could lose users or shut down tomorrow. Keep your eyes on the horizon and don’t be afraid to experiment with new platforms and features.
HAVE PERSONALITY
Voice on social media is crucial for businesses to connect with customers on a more personal level. Aim to be helpful and smart.
INVEST IN MULTIMEDIA
Audiences are expecting to interact with brands through visual formats and platform algorithms are prioritizing this content.
TAP INFLUENCERS TO EXPAND REACH
Influencers add an element of relatability and validation that is difficult to emulate on branded channels. Leverage them to broaden awareness and reach new audiences.
AVOID PERFORMATIVE POSTS
Not every holiday or global event needs to be addressed, only partake in conversations that are truly relevant to your company and key stakeholders.
BE ACCOUNTABLE
Trust is the glue that holds communities—online and offline—together and it only takes one wrong post to lose it. If you make a mistake, own it and move on.
