The great composer Igor Stravinsky, known for his controversial Rite of Spring ballet music, once said:
“the more constraints one imposes, the more one frees one’s self of the chains that shackle the spirit.”
Social media marketing is not as easy as it sounds. How can something with so many users be funneled into a powerful tool for brands, websites, products, and causes? What’s the purpose of it all? Why are there all these character limits? Why can’t I upload GIFs to Facebook but I can to Twitter? Lo, the shackles!
It does not happen overnight, or with a small budget, or just one mystical intern.
You might be going at it the wrong way, or you’re trying to be too over-the-top. Here are a few rules to help you organize your “everyday” and that “annual report.” These are the ingredients to a more successful strategy:
- Worry less about creating awesome content, worry more about listening to people. Social media is a gold mine of data. And that data? That data is a bunch of real people. If you are a new eco-friendly clothing brand, search on “eco-friendly” or “environmentally conscious” or “green energy” – build your branding and reputation by engaging in conversations that matter. You will probably generate some leads and uncover new partnerships.
- Stop writing long tweets and Facebook posts, post more pictures and video and be thematic. Sometimes the answer to that visual content is laying on your desk or in a store room. Grab some of those promo items, turn them into little figurines that playfully move around your desk in a fun Vine, or make a crossword puzzle that can be tweeted out as an image. Everyone wants to interact and see something atypical, few want to just read your promotional copy. (Unless it’s funny?) Make a schedule, think ahead. You’ll start drawing parallels and connections you never would have thought about. Oh – loop in public relations and marketing calendars too… social media is a tool for them. Be a useful tool.
- Set goals and analyze success. What’s attainable and realistic, and how will you measure it?
What are some stories you have that illustrate the “rules” above?