3 New Year’s Social Resolutions To Swear Your Life OnJanuary 20, 2015
You might remember that we wrote a similar blog last year (and if you didn’t, you do now!).
But seriously, the reason we fought tooth and nail to re-energize this type of guideline is simple: to impress upon people how fluid social media norms change from year to year.
It’s hard to believe that in just 12 months, the focus of social media marketing did a complete 180 from picture to video, from organic to paid, and from industry to role-based sourcing. And because social channels like Twitter, Snapchat, and even Facebook evolved, so must we as community managers and marketers.
So let’s read these aloud together. “Our Social Resolutions for 2015 are:”
1. To Connect with the Person, Not The Tweet.
This might seem like social 101, but it’s easier than you think to lose sight of the real goal, which is to connect, not sell. Moving the needle will be a residual effect.
In 2015, we won’t see the results we’re hoping for if we don’t take time to learn about our unique audience members. Conversations can no longer be one and done. Instead, our resolution is to find out what makes our audience members tick, since we have the information so readily available.
Take the below photo as an example. The initial conversation started from a diehard New York Giants fan. But if we had the motivation to connect, we could learn from her past Tweets that her interests include Virginia Tech, Disney, and Luke Bryan—all things that show who she is as a unique individual and consumer.
2. To Make Video Content Our New Holy Grail
Video content has rapidly become the most popular medium to engage audiences on social. And it’s not just us saying that: Facebook recently acquired a video-processing startup after reporting that its video posts per user had increased 75% globally. And, not-to-be-left-behind, Twitter will also soon be unveiling its own native video capability in the coming weeks.
Best of all, this increased demand for video is probably the easiest resolution for you to keep. Just remember that posting a quality video to Vine or Instagram takes less than a minute—and often draws the most engagement.
3. To Find Our Unique Influencers
You know that profile we showed in Resolution #1? Well this year, we as social media marketers should vow to not try and pigeon-hole her into our brand without due cause. Instead, spend some time to find the social media audiences talking about your business. Or better yet, audiences who doesn’t know about you yet, but have the right, likeminded interests!
When people are both interested in your brand messaging and can inspire others in a similar community, those people are called your influencers. The point is, find the people who are already aligned to your brand message, rather than awkwardly jumping in any social conversation and trying to sell. In a nutshell: don’t be that guy.
This year social media audiences are smarter, so we should be too. Unlike other resolutions that we’re not going to keep (Eat better? Who were we kidding?), these promises for better engagement need to be embedded into how we think for the next 12 months. Because the positive results for our brand image and lead gen are just too good to pass up.