What is the purpose of social media marketing?
If you answered, “to build relationships,” then you are correct. As marketers we say this constantly, but sometimes I am concerned that collectively we do not understand how to execute on this truth. Why? Look around at the state of the major social media platforms: there are algorithms going into effect that are designed to keep marketing messages to a minimum on Facebook, Twitter, Instagram, and Pinterest.
One could argue a variety of reasons for why these algorithms exist, but at the core of it, they exist for one reason: to sift through all the marketing “nonsense” on social media, and deliver to people the content they really desire to see. These algorithm changes have become necessary because marketers continually attempt to find ways to “cheat” and go around these changes rather than listening to what their audience is really telling them that they want! So here’s my challenge to you, marketers: Don’t cheat the algorithms. Here are 3 ways you can stay successful despite them!
Key #1: Remember that social media is a “human space”
My number one tip for succeeding amidst algorithms on social: humanize your brand, and do it as much as you possibly can. If you’re going to succeed in this space, you must remember that social media was never created for brands and marketers; it was created for people to connect with other people. By humanizing your brand, you compel people to engage with you. Higher engagement = more visibility within algorithms.
If you decide to bring your brand into social media, you have by default agreed to humanizing your brand simply because of the space you’re in. (Remember, social media is relational.) Where friction is created is when brands continue to operate and communicate as a corporate entity, talking 100% about themselves without molding their message to fit within this unique digital space.
Enter algorithms. Now there’s a way to sort through the brands who are spamming newsfeeds with content that people don’t care about, and show people the content they really do care about.
The sooner you can humanize your brand, the sooner you’ll find that the “big scary algorithms” are actually beneficial to you. More tips to humanize your brand here.
Key #2: It’s not about what you want, it’s about what your audience wants
You can talk all day long about your new initiatives, recipes, blog posts, eBooks, etc. But if your audience doesn’t care about it, you’re literally wasting your time and money. Pause for one moment to ponder the messages that your audience actually wants to know about. One of the most effective ways to discover this is to simply ask them. Experiment for two weeks asking your audience what kind of content they’d like to see from you, and use that information as a guide to creating your next content calendar.
Key #3: Work with Influencers
Sometimes, brands are uncomfortable “becoming human” because…. They’re a brand! We understand there’s a fine line to walk when it comes to upholding brand guidelines and meeting people on a relational, human-to-human level. One effective way to navigate this would be to partner with personal brands who make a living being… well, human! With this strategy, you’re essentially handing off the humanization approach to someone else.
For ultimate success, we highly recommend you include a mix of all points listed here, but this strategy alone will typically increase engagement and community growth for you– which algorithms will reward with more visibility.
Marketers have a loveability problem. We are less likeable than stockbrokers and even lawyers! But together, we can change that perception by learning from the algorithms rather than fighting them. Marketers are tasked now more than ever before to create quality content that people care about. Analytics will show you what’s working and what’s not. Start by implementing these tips, and you’ll be on your way to thriving online communities.
