We’ve all heard that learning is essential for success. Throughout our professions, we work extra hard to learn as much as possible, as quickly as possible. Until one day we realize that unlearning is just as important as learning! Then all of a sudden, we have to throw away everything we’ve learned and known. Fun, huh?
Of course, being the team member in charge of developing social media strategies does not help. Because doing so entails learning and unlearning at the rate of an Instagram scroll. It’s not enjoyable.
So, what is the significance of unlearning? Pop culture, trends, technology, and other factors change far too quickly and frequently. The wheel is always rotating. University marketing classes require modern perspectives, technology, means, and platforms. So, to create a killer approach, the antiquated marketing methods must be abandoned.
Here are a few “capital sins” I became aware of after working closely on social media strategy for a while.
1. The pressing need to be present on all social media channels
The so-called “fear of missing out” affects both social media users and marketers. You’re falling behind if you’re not on all platforms. Is your social strategy really on point if you avoid the recently created social networks? We used to believe that ‘your consumers need to see you on ALL platforms’ was the holy grail of social media. When your affinity for the product you’re promoting grows, so does your understanding of corporate objectives and the ultimate consumer. So, whether you’re a B2B or B2C company, the first step is to identify and master the platform where your most relevant audience resides.
2. Copy-paste an identical piece of content on different platforms
However, if you believe that you must be present on all platforms (or if you have a manager who believes this), you should reconsider your content approach. As a result, each platform will gain targeted followers, high-quality interactions, and improved brand promotion.
There is no such thing as a one-size-fits-all approach to life, and the same is undoubtedly true of your social strategy. That Instagram meme with over 100 shares does little for your LinkedIn profile, and your Instagram followers will likely find little use in the infographic about how many of your staff desire to abandon the hybrid model.
More relevant, pop culture-led, video-first engaging posts for Instagram, more PR, corporate and employer branding-led items for Linkedin, and more firefighting capacity to cope with the vitriol you get on Twitter.
3. Underestimating the power of data
This lesson is one of the toughest ones to learn. When you see your approach through the prism of data, you must rethink it so much. The more time you devote to your page’s statistics and analytics tab, the more focused your approach will be on your strategy. All of this information is concealed in that tab that most of us keep open for a day that rarely comes, including who interacted with your material the most, the demographics of your page, the cascade effect it had on your followership, the share of voice, and the positive/negative sentiment it attracted. The success of an outdoor advertisement cannot be measured, but the success of every single piece of content you publish can.
In conclusion, the real joy is in measuring your campaign, reviewing your post statistics, and being excited and deflated by trend lines. Metrics are trustworthy, much like vibes.
4. Getting caught into the Vanity metrics loop
After working on a high budget, high-decibel ads that force you to descend the rabbit hole of data to determine its impact, you truly appreciate the significance of this.
Brands used to spend more money to generate dynamic content, and the north-star measure shifted to impressions and views. Then someone posed the dreaded question, ‘Where are these views coming from?’
And it is at this point that you must adapt and “unlearn” it the hard way — from vanity metrics to metrics that genuinely matter, that justify the expensive investments (and long hours) – engagement rates, CTRs, CPA, CAC, reactions, conversions, link clicks, mentions! You have a plethora of reports to review, and they do not lie.
5. Thinking that every trend is a good fit
Let me tell you a thing: not all trends are appropriate for every brand. When it comes to moment marketing, a social media strategist should always follow the maxims “less is more” and “sometimes is better than always.” Context, relevancy, and just a tiny bit of copy/content are everything.
Just ask yourself a couple of questions:
Is the trend relevant enough for my brand to get involved in?
What is the potential for lateral awareness?
Social media audiences and customers have changed, much like marketing. Moment marketing is successful when it’s not forced and risky when the attempt is too unseemly, whether it’s with relevant material, banter, or a verbal duel. So take your time to do some research, pay attention, and don’t get caught in these traps.