Social media has progressed so much in the last few years that it is easy for businesses and individuals to get left behind. Rules have come and gone, attitudes have changed and old networks have been replaced by newer, more functional ones. Sticking to the original rules of social media is no longer a good strategy; in fact, here are some old rules you should consider breaking to improve your company’s social media marketing campaign.
Sticking to your social media plan
It’s good to have a plan with an end goal in mind, but sticking to it religiously is definitely bad because it leaves no room for networks and consumers to change. You should always have flexibility and be watching out for new things you can do to appeal to your audience. Social media plans should be frequently reviewed to ensure they remain relevant and continue working for your business.
Being present on all channels
This is definitely a rule to break. Having an inactive social media account is worse than not having one at all. You should focus on the networks that are the most use to your business rather than trying to be active on all of them. By selecting the two or three most useful channels, you can ensure you get the best returns for your effort.
Dismissing new platforms
Emerging platforms can offer plenty of opportunities; it’s just a matter of deciding which ones are actually useful to you. You should have a look at new networks when they arise and evaluate them for the benefits they can offer. If you get in early, you can familiarise yourself with the network and stand the best chance of building a following.
Sticking to a posting schedule
Again, it is good to have a strategy, but posting a set number of articles per week or month is unlikely to deliver set results. You should post relevant, interesting content as and when you need to rather than posting for the sake of it. It is important to stay active but there’s no point in posting useless or low quality content just for the sake of posting something.
This is a heavily debated topic because original content should always be prioritised. However, this doesn’t mean you can’t use content across networks or provide links to articles. It’s important to have a good ratio of original content to cross-posted; typically you should aim for around 80% to 20% in favour of unique.
Reposting old posts
This is another tricky area. Typically, reposting old content is unwise because it will be duplicated content. A better option is to highlight the original post to bring attention back to it. Be careful not to overdo this.
The beauty of social media is that you can let the personality of your business shine. You have the opportunity to engage with your audience personally, so don’t waste it with jargon and corporate speak. Consumers want to see the human side of your brand. You can do this by choosing the right tone for your posts. This will depend on your individual business and what you are offering to your customers.
Focusing on money
Social media can provide some amazing returns in terms of engagement, but it is difficult to put a monetary value to it. It is a common misconception that social media is free; it will actually take up a great deal of time and require an investment. You need to look beyond the money and think about the benefits that a good social media strategy brings.