Maintaining a successful social media strategy is like nurturing an ecosystem that evolves over time.
The goal of social media is to create a community of like-minded individuals who follow your brand no matter where you go — now and in the future. But it can be overwhelming to know how to make your social media strategy survive when “the next TikTok” is always seemingly on the horizon.
What is a social media ecosystem?
It’s easy to define social media as your Facebook page, Twitter feed, Pinterest profile or YouTube channel. But a successful social media ecosystem goes beyond a single platform. Building a social media ecosystem requires an omnichannel approach.
Finding this sweet spot in social media requires a mind shift from asking your customer, “Can I have your attention?” to “How can I earn your trust?” It puts the customer at the center of the story to foster brand love and drives results.
What channels should be in your social media ecosystem?
A healthy social media ecosystem consists of an array of channels where business goals meet audience values. We also consider each channel’s strengths, capabilities and audience demographics. This helps prioritize and tailor content strategy, paid media and community building efforts.
For example, LinkedIn is a professional networking site with a goal of sharing knowledge, insights and expertise. On the other hand, Instagram is best for community and connection, while highlighting the culture and personality behind your brand. You might post a new research study to LinkedIn and a behind-the-scenes photo of your team to Instagram.
And remember — you don’t need to be everywhere. Resist the temptation of shiny object syndrome in every new channel or platform feature to avoid spreading resources too thin.
Staying agile in social media
Like any healthy ecosystem, your social media strategy can (and should) adapt to survive change. Revisit your social media ecosystem regularly to stay ahead of the curve.
The key is to SDSU — slow down to speed up — at the right moments and areas. Fuel what’s working while testing and learning in meaningful spaces.
For example, if YouTube continues to be your bread and butter for driving brand awareness, keep fueling this steady eddy channel. Although YouTube is officially old enough to drive at 16 years old, it was the comeback kid in 2020 when video content replaced in-person activities and events.
So, video content is working. Want to try TikTok without getting into TikTok? Test your toes in the water by activating influencers who have an established presence. According to the Influencer Marketing Hub’s 2021 Influencer Marketing Benchmark Report, you could see an 18% engagement rate average with micro-influencers.