The era of social platforms being significant traffic drivers to publisher and brand websites has given way to a new era where platforms aim to retain eyeballs and engagement within their digital walls. Constant algorithm changes, legal challenges, potential costs, and the ephemeral nature of trending platforms add complexity to social media strategy. Michael Brenner, CEO of Marketing Insider Group, suggests a shift in focus, as research indicates social media contributes only 2% of traffic and leads for most companies. Amid these challenges, a strategic approach becomes crucial. Here are insights to navigate the evolving social media terrain effectively:
Experiment and Diversify, but Exercise Caution
In a landscape where social media platforms prioritize their interests, Adrienne Sheares advises establishing a strategy for investing in owned platforms like blogs, websites, or email newsletters, where brands have more control.
Align Social Strategy with Audience and Goals
If opting to continue social media investment, Jill Roberson recommends aligning strategies with audience preferences. Social-listening tools help track engagement and diversification becomes essential if engagement dwindles on a particular platform.
Think Quality and Originality over Quantity
Paul Fairbrother emphasizes the significance of standing out amidst the conversational stream. Prioritize quality and originality to lead conversations with insights, thought leadership, and ideas that resonate with the audience.
Consider Paid Social Ads Optimized for Conversions
With declining organic reach, Keith Holloway advocates for paid social campaigns, suggesting the use of value-driven downloadable content in exchange for consumer engagement. Refer to buyer personas to select the right paid promotion opportunities.
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Leverage Groups to Build Community Trust
Considering the growing distrust in mainstream social media, Christopher Penn suggests exploring invitation-only spaces like Discord, Reddit, or Circle to build authentic and organic engagement within communities.
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Know When – and How – to Pull Back
In response to the unpredictable nature of social media, Andi Robinson advises brands to be prepared to leave platforms they don’t own. Ruth Carter recommends regular meetings to review strategies and develop exit plans to avoid scrambling in case of unforeseen events.