We’re Changing Our Social Media Strategy
We’ve been discussing changing our social media strategy for a few months here at KYC. Often times a company will change its social media strategy and you don’t notice. They spend weeks or months debating the change, but what they’re really talking about are subtle variations on what they’ve been doing. That’s not what we were talking about. Prioritization is a topic that’s been coming up in social media strategy discussions over the last few years. All the social media gurus will tell you not to chase the shiny, new social channel of the day. They’ll tell you follow your audience and focus on making an impact with them. Make sure each channel has content exclusive to it.
Then you look and their agency is on every single social channel. Even the shiny, new ones. Even while only possessing minimal followers on some channels. And they’re publishing the same crap to each one. The type of crap that their followers don’t care about.
We didn’t want to be that way. We came to an agreement that we would actually practice what we preach.
As a small agency, we have limited time. We don’t have the ability to publish to all social media channels and make sure everything being published is of great quality, so we decided to prioritize our efforts around a few channels.
Lots of brands say they prioritize. That prioritization usually consists of publishing to a blog, Twitter, Facebook, LinkedIn, YouTube and Instagram - at the very least. Sometimes you can throw Pinterest into that mix too. That’s not prioritizing. “Well, we’re not doing anything with Snapchat or Periscope. We’re prioritizing.” Uh, that’s not exactly how it works.
Why are brands so reluctant to give up on a social channel? Because they don’t want to lose the audience they built there. My response to that, in many instances, would be: what audience? Are your audiences on each channel actively engaging with you? Are they dying to see updates? Replying, commenting, sharing and liking the hell out of everything you publish? Ok, maybe that’s too strong of a statement. Are your posts getting engagement? Do you average a fair number of replies, comments, shares and likes for each post? How about any?
If you’re not getting any type of engagement, your audience isn’t that strong. Don’t hang on just because you think you built something. Know when to let go. It’s just like making other business decisions.
That’s the approach we took when analyzing our social channels. In the end, we decided to consolidate efforts around our blog, Facebook and Instagram. The blog is the best place to share vision and ideas (and then amplify it through personal syndication on LinkedIn Pulse). We have the biggest audience on Facebook and they’re pretty actively engaging with our content. Our Instagram audience is very engaged too.
LinkedIn wasn’t working for us. The content just wasn’t resonating. Twitter has turned into a black hole. We’ve seen it from the metrics with many clients. There’s less engagement and less conversion. We could’ve tried to churn out better content for each of those channels, but realized our time is better spent focusing on the channels where we’ve built a more active audience. LinkedIn and Twitter still have benefits in using them for personal brand building, but for us as an agency, they were limited.
Moving forward, you’ll no longer see activity from us as a company on Twitter or on LinkedIn. You’ll see a more concerted effort from us on Facebook, Instagram and our company blog. You’ll see a little bit of everything on Facebook - our culture, our thoughts and our opinions. Instagram will showcase our culture and creativity. Our blog will share with you our vision and industry opinions. Across all you can expect to see honesty, direct language (maybe even a little blunt at times), a helpful approach and humor (often of the sarcastic variety).