Social. Media.
Just 10 years ago, these two words could independently exist without immediately conjuring correlations of each other. Yet, over the past decade, a shift has occurred.
Now, social media is a buzzword for the always-on cycle of updates that drives entire industries, connects friends and families, and allows brands to send widespread messages with one single click.
The only issue?
With so much opportunity at our fingertips, it can be difficult to discern just when, how, and what to post — much less the best way to share it to reach our target demographic.
That’s where a social media strategist comes in.
Giving voice to your company’s vision and spreading it in a way that both fits seamlessly with popular conversation yet stands out above the crowd is a high order.
Thankfully, you don’t have to do it alone.
Today, we’re taking a look at 10 ways a social media strategist can help your company go from stuck to savvy, allowing you to deliver strategic content that your customers crave, time after time.
Ready to learn more? Let’s dive in!
1. Explore Each Network
A post that works on Pinterest might not be as effective on LinkedIn or Facebook. Why? Users explore each social media network differently. As such, they expect different messages when they log on to each.
A successful social media strategist is one who recognizes this and in turn, adjusts the company’s approach on each network.
Are you a photographer looking to display some of your best pictures? Instagram or Pinterest will most likely be your best bets, as they’re image-heavy platforms.
On the other hand, if you’re a B2B company, you may find more value in the corporate connections that LinkedIn affords its users.
Regardless of which ruby slipper fits the best, it’s important to keep in mind that one of the top ways to ace the social media game is to start by just taking a look at what’s out there. Then, determine which networks best align with your company and how you can maximize the exposure your message will receive on each.
As you research, don’t be afraid to dig a little deeper.
Sure, you’ve heard of the Big 5 sites — Facebook, Twitter, Instagram, Pinterest, and Snapchat. But did you know there are a ton of up-and-coming social media networks and new social apps that could turn the industry on its head?
As a social media strategist, don’t discount the opportunities these could provide — especially if you find one that fits your personal business niche.
2. Post Punctually
Have you ever tried to listen and respond to one person while another is trying to nudge his way into the conversation or start an entirely new conversation with you on the side?
Chances are, if you’ve experienced that, you understand the stress that can build up as you try to juggle the myriad communications that can occur when your company has an active social media presence.
Creating new content can be challenging enough. Yet, you must also master the art of responding to user comments, leaving thought-provoking comments of your own (to establish thought leadership), and sharing related posts that you think your audience would enjoy.
Oh, and did we mention everything needs to be as punctual as possible?
Thanks to the real-time nature of major social media sites including Facebook and Twitter, consumers often expect immediacy from their favorite brands. It’s not enough anymore to check your sites at the end of the day, or when it’s most convenient, and respond to everyone at the same general time.
Rather a recent study revealed that consumers using these platforms actually hope for a response in real time when they mention a company in a post.
A social media strategist can use advanced hardware and software to track and monitor post reactions as they come in, upping the potential for a speedy reply.
3. Know Your Audience
In your company’s marketing approach, have you defined exactly who your target audience is? To which age range, gender, professions, and more are you trying to appeal?
If so, great! That’s an important first step.
To translate these insights into social media gold, it’s important to create content that speaks to their interests.
A social media strategist examines your core customer base and tracks their movements across the web. From the data gleaned, he or she can help find patterns of purchases, clicks, likes, and more.
Then, you can leverage this knowledge to craft more thoughtful and engaging social media data specially designed to promote reading, reflecting, and sharing.
4. Monitor the Websphere
Research reveals that the Internet is roughly 1.2 million terabytes in size. Of course, you can’t actually see a terabyte — it’s an amount of virtual data held.
Although you can’t see it, that amount of space can quickly feel immense. For comparison’s sake, consider the amount of data your own company exchanges on a daily basis.
Can you count the phone calls, e-mails, conferences, messages, and more that fill your walls? Probably not. In fact, there’s a term given to all of the information exchanged within that space — “Big Data.”
Put simply, that’s all of the information — both structured and un-structured — that flows into and out of your company on a regular basis.
Similarly, as social media exists on the Internet, its breadth is quickly mushrooming at a pace quicker than most anticipated. As such, it can be hard to keep up.
At any given minute, there could be a trending hashtag floating around in that massive entity that fits your company perfectly. Or, there could be someone on LinkedIn posting a question in a forum that your company is supremely fit to answer.
Missing out, in these cases, could equal a missed connection.
One of the main roles of a social media strategist is to monitor the Internet for hot and trending topics and figure out a way to organically integrate your company’s posts into the popular mix.
Though it’s impossible to monitor every interaction that occurs, that’s where the “strategist” part comes in. Narrowing your watchful eyes to specific, industry-related areas is one way to cut through the clutter.
5. Maintain a Regular Posting Schedule
As you build your brand community, one of the ways you’ll do so is by posting regularly to all of your active social media sites.
One of the quickest ways to lose a lead? Link to an outdated profile that leaves out key information (or worse — includes old, incorrect, or outdated data) and hasn’t been updated in what seems like eons.
Today, maintaining a consistently-updated social media presence is almost a business requirement, especially for one that wants to compete against other, tech-savvy peers who constantly churn out relevant and timely data.
To this end, it’s often helpful to create a posting schedule that outlines the content you’ll create or curate for each of your accounts in a given week or month.
A social media strategist knows how to design a posting plan that gives customers what they want — when they want it — to ensure that as loyal followers come back for more, they’re anything but disappointed.
6. Connect with Influencers
Imagine standing in front of a crowd of prospects, stating a message from behind a podium — with no microphone. Then, imagine that same message being delivered by someone over a loudspeaker, able to reach even the folks in the very back of the room.
While this example is an exaggeration, when your brand connects with an influencer, that’s exactly what you’re doing.
Put simply, a social media influencer is someone who has established himself or herself as a credible leader in a specific online community.
Usually possessing an incredible level of business acumen of their own, these influencers often partner with brands that share similar interests or missions.
One of the most important ways a social media strategist can get a company’s message to a wider audience is to leverage the power and authority that an influencer can provide.
7. Know (and Follow) the Rules
Contrary to what some may believe, a social media strategist doesn’t simply find or create a solid piece of content to contribute, then press “Send.”
Rather, before that post is sent out into to the world, it’s important to make sure it meets a stringent set of criteria to protect against backlash, bounceback, or both.
Each social network has its own rules about what you can and cannot post. In addition, most also have guidelines around distribution, as well as what types of media are supported, and more.
Succeeding in this space requires paying careful attention to those fine-print details. Failure to do so could mean embarrassing backfire, legal drama, or, at the very least, wasted time spent on a post that no one can see.
A social media specialist will know and understand all of the rules and regulations for each individual network, so you can rest assured you’re covered.
8. Be a Proactive Listener
It’s helpful to follow a trending social media topic and add your input into the mix. What’s even cooler is helping to generate a topic that gets people buzzing.
That said, a social media strategist is not only skilled in the art of virtual “speaking.” He or she is also an open, receptive listener, always ready to learn what people are talking about to find the unique, untouched angle.
Following your competitors and listening to the online conversations surrounding your industry are two ways you can get ahead of the game.
As you do so, you may also pick up on some valuable insights while you’re at it.
For instance, are people talking about your brand in social media posts? Is what they’re saying positive? If so, how can you share that knowledge to encourage others to give you a shot?
If it’s negative, how can you address the issue now so it doesn’t escalate?
A social media strategist will stay one step ahead to prevent any problems from snowballing and to magnify the value of positive feedback.
9. Know Your Tech
Standing out in the social media sphere requires more than simply a knowledge of social media networks.
A social media strategist will also need to possess a strong understanding of myriad technologies that can help your company optimize this form of online outreach.
From third-party platforms to HTML, search operators, and more, being up-and-up on the latest advancements in both hardware and software is essential.
It’s also necessary to know the ins-and-outs of advanced analytics. These tools enable you to review your social media performance for holes and opportunities for growth.
10. Hire a Pro
Social media is meant to be a fun and interactive way to engage your audience, build brand loyalty and grow your online community.
As technology continues to proliferate, however, it’s becoming more challenging than ever before to successfully navigate the landscape.
Keeping up with new trends, staying abreast of tech changes, and monitoring the Web for social movements is consuming enough — not to mention the time it takes to develop your own content!
If juggling all the above responsibilities sounds like more than your company can — or wants to — handle, it’s often best to hand the reigns over to a trusted social media management professional.
You’ll work hand-in-hand with your social media strategist, ensuring that every interaction your company enters into is sound and reflects your overall mission and vision.
This allows you and your teams to get back to what you do best without devoting hours per week to maintaining an active social media presence.
You’ll also be assured that regardless of how the landscape transforms, you’ll be just as active and engaged as ever before — and you’ll never have to worry about missing a valuable connection.
Need a Social Media Strategist? Start Here!
Are you ready to take the next step toward securing a more tech-focused future for your company? Are you ready to grow your business and expand your online standing as you do so?
If so, you’ve come to the right place.
We’re a team of digital marketing professionals dedicated to helping companies succeed in a constantly changing technology landscape. From website design to social media management, our services span the entirety of the digital landscape.
Feel free to contact us today to learn more about how we can help transform your business!
