Two quick thoughts on social media for this Monday morning.
First, we need to stop checking boxes, and start thinking a bit more. Or maybe it’s that we need to start thinking a bit less. Not quite sure.
Either way, I see far too much social media “strategy” that goes like this, and it needs to stop.
- List out all of the “current” social media platforms that we an think of (Facebook, Twitter, YouTube, Instagram, Vine, etc).
- Try and find/make things to put into each bucket.
We need to cut that shit out.
Instead, start with an idea, a goal, or a desired outcome that you want your brand and messaging to have when someone encounters it. Now go out and make things that drive towards that outcome. You’ll figure out which channels/platforms to use, and which to ignore.
Second thought, is that we need to consider social media as being bottom-up as much as top-down. Maybe even more.
What I mean by that is this:
Top-down is explicitly driven by the brand and pushes the user to do something. Think contests and calls-to-action, that sort of thing. Brand tells user what to do, when to do it, and where to do it. If you rely on this method, there’s a good chance that you and your brand are inherently uninteresting.
Bottom-down is creating awesome products and experiences, that have talk-value naturally built in. Your brand becomes social because people want to talk about it, not because they’re part of some Pavlovian Facebook experiment. Strong, confident, secure brands and strategists love this approach and do it well.