Put Social Back Into Social Media

Alison Masniuk Brand Coaching, Brand Identity, Social Media

Navigating the social media frontier comes with its ups and downs (and sideways) for brands and businesses.

I often hear people say, “I need more social” but what does that really mean? How does incorporating more “social” benefit your business long-term?

In a previous blog, I had touched on the topic of How to Gauge Your Social Media ROI, which gives you the framework of to look for in the terms of social success.

But before you can even measure the metrics of a campaign, you have to understand what social media success really looks like.

Here’s a hint: it comes back to building relationships.

Why I Don’t Call Myself a Social Media Manager

For those who aren’t familiar with the term social media manager or community/account manager, they are the messengers who post and interact with your customers on your behalf – often showing up as a sales representative.

Now standing in my truth: I have nothing against those professionals who offer these services.

For some businesses, it makes sense to have dedicated social media managers because they’re at capacity and their followings exceed thousands and millions for global brands like Coca-Cola or McDonalds.

But for most independent professionals and small businesses, I firmly believe you have the capacity to make time for social, or at least hire internally to do so. Having a company advocate or brand ambassador is your best bet to connecting with your customers.

Where I spend my time in is content creation and social storytelling so if I had to coin a title, it’d be a Content Creator. What I do is create the assets (such as videos, blog posts, etc.,) your audience will see or read visually to convey a story on behalf of the brand.

I work with brands to bring their ideas to life while supporting them in strategically aligning their content with their social and business goals.

By encouraging my clients to allocate their marketing spend into original story-driven content, they create evergreen content which typically performs far better than a curated third-party post.

It is then up to the client to make the connection and nurture that customer relationship through to conversion. While working together, they will develop a sense around when it is appropriate to include a curated content piece to support their knowledge, but becoming a thought leader is critical to increasing brand awareness.

Brands can build a relatedness through social storytelling that drives a personal connection to their audience that leaves them wanting more.

What Attitudes, Opinions or Behaviours Are You Trying to Influence?

I always like to ask my clients, “What attitudes, opinions or behaviours are you trying to influence?” and this conversation often ends with the obvious answer – sales or leads.

My challenge to you then is to find a popular, successful brand or influencer on social media that promotes a product or service in 80% of their posts.

Unfortunately, you likely won’t find one because they’re probably following some rendition of the “Golden Ratio” – 50% original content, 30% curated third-party, 20% personalized call-to-actions (sales).

Since you should be playing with 80% original/curated content, think about what other attitudes, opinions or behaviours outside of sales and leads you want to see from a customer.

Pro Tip: Utilize an inbound, content marketing specialist to help you create evergreen content that can be repurposed to make the most out of your marketing investment.

You can use content in a variety of ways to gather valuable information from your target audience that can nurture them as a warm lead, build customer loyalty and create brand advocacy.

By leaning towards greater brand advocacy, you can establish a personal relationship with your customer to find out what their pain points are, what are some objections to yours or your competitors’ offerings, etc.

If they end up converting into a lead and their customer experience reflects your brand’s values, they will be more likely to advocate or refer you to a friend.

“People are 4x more likely to buy
when referred by a friend” Nielsen, Social Media Report

Can you see the impact of brand advocacy now?

When Measuring, Remember to Focus on Value Versus Vanity

Are you getting excited about getting social back into your social media so far? I hope you are but let me make sure you’re on track.

Because traditional marketing is taking a back seat to digital nowadays, you have to be mindful of the timeline that it may take to build your following and brand loyalty.

I want to encourage you to look carefully when you start evaluating your metrics and the “success” of your content or campaigns.

Avoid getting caught up in vanity metrics such as Followers and Likes. Instead, focus on engagement and action driven results such as Comments, Shares, etc.

Strive for impactful, evergreen content and you can leverage the outcome in your favour through cross-posting and distribution channels to reach a larger audience.

Educate yourself on what these metrics mean so that you develop an understanding of what success in social can look like.

I also recommend that you get support on social strategy to support you in evaluating and aligning what matters most to your brand and what actions attribute to your overall goals.

If your brand allocates “X” amount of Marketing Investment Dollars into Content Marketing, the return on the investment is not in terms of dollars and cents but in hearts (sentiment) and sharing (engagement, referrals, etc.) so it only makes sense to set goals and targets in those terms.

How You Can Evaluate Your Social Progress

At the end of the day, remind yourself why it’s called social media.

Are you creating context for powerful conversations? Nurturing new connections? What about cultivating your company’s culture? That is progress.

But I get it, you want to know where you are at and where to go from here, what will leave you with dollars in your pockets rather than in the marketing machine.

So I have created a social media micro-audit based off my on clients’ audits for you to complete to see how your brand is performing on social.

DOWNLOAD YOUR SOCIAL MEDIA MICRO-AUDIT

Once you complete your audit, consider connecting with us on Brand Building (as seen in our case studies) or through an introduction to Brand Coaching to see if there are any misalignments between your business and social goals.


About the Author

Alison Masniuk

Facebook Twitter

The Communication Maven - Alison Masniuk is a content and communications specialist based in Calgary, Alberta. She has a professional background in Human Resource Management, Public Relations, and Digital Marketing. Alison is passionate about social media and technology, always looking how to communicate a brand's story through original content and strategy.

Share this Post

Navigating the social media frontier comes with its ups and downs (and sideways) for brands and businesses.

I often hear people say, “I need more social” but what does that really mean? How does incorporating more “social” benefit your business long-term?

In a previous blog, I had touched on the topic of How to Gauge Your Social Media ROI, which gives you the framework of to look for in the terms of social success.

But before you can even measure the metrics of a campaign, you have to understand what social media success really looks like.

Here’s a hint: it comes back to building relationships.

Why I Don’t Call Myself a Social Media Manager

For those who aren’t familiar with the term social media manager or community/account manager, they are the messengers who post and interact with your customers on your behalf – often showing up as a sales representative.

Now standing in my truth: I have nothing against those professionals who offer these services.

For some businesses, it makes sense to have dedicated social media managers because they’re at capacity and their followings exceed thousands and millions for global brands like Coca-Cola or McDonalds.

But for most independent professionals and small businesses, I firmly believe you have the capacity to make time for social, or at least hire internally to do so. Having a company advocate or brand ambassador is your best bet to connecting with your customers.

Where I spend my time in is content creation and social storytelling so if I had to coin a title, it’d be a Content Creator. What I do is create the assets (such as videos, blog posts, etc.,) your audience will see or read visually to convey a story on behalf of the brand.

I work with brands to bring their ideas to life while supporting them in strategically aligning their content with their social and business goals.

By encouraging my clients to allocate their marketing spend into original story-driven content, they create evergreen content which typically performs far better than a curated third-party post.

It is then up to the client to make the connection and nurture that customer relationship through to conversion. While working together, they will develop a sense around when it is appropriate to include a curated content piece to support their knowledge, but becoming a thought leader is critical to increasing brand awareness.

Brands can build a relatedness through social storytelling that drives a personal connection to their audience that leaves them wanting more.

What Attitudes, Opinions or Behaviours Are You Trying to Influence?

I always like to ask my clients, “What attitudes, opinions or behaviours are you trying to influence?” and this conversation often ends with the obvious answer – sales or leads.

My challenge to you then is to find a popular, successful brand or influencer on social media that promotes a product or service in 80% of their posts.

Unfortunately, you likely won’t find one because they’re probably following some rendition of the “Golden Ratio” – 50% original content, 30% curated third-party, 20% personalized call-to-actions (sales).

Since you should be playing with 80% original/curated content, think about what other attitudes, opinions or behaviours outside of sales and leads you want to see from a customer.

Pro Tip: Utilize an inbound, content marketing specialist to help you create evergreen content that can be repurposed to make the most out of your marketing investment.

You can use content in a variety of ways to gather valuable information from your target audience that can nurture them as a warm lead, build customer loyalty and create brand advocacy.

By leaning towards greater brand advocacy, you can establish a personal relationship with your customer to find out what their pain points are, what are some objections to yours or your competitors’ offerings, etc.

If they end up converting into a lead and their customer experience reflects your brand’s values, they will be more likely to advocate or refer you to a friend.

“People are 4x more likely to buy
when referred by a friend” Nielsen, Social Media Report

Can you see the impact of brand advocacy now?

When Measuring, Remember to Focus on Value Versus Vanity

Are you getting excited about getting social back into your social media so far? I hope you are but let me make sure you’re on track.

Because traditional marketing is taking a back seat to digital nowadays, you have to be mindful of the timeline that it may take to build your following and brand loyalty.

I want to encourage you to look carefully when you start evaluating your metrics and the “success” of your content or campaigns.

Avoid getting caught up in vanity metrics such as Followers and Likes. Instead, focus on engagement and action driven results such as Comments, Shares, etc.

Strive for impactful, evergreen content and you can leverage the outcome in your favour through cross-posting and distribution channels to reach a larger audience.

Educate yourself on what these metrics mean so that you develop an understanding of what success in social can look like.

I also recommend that you get support on social strategy to support you in evaluating and aligning what matters most to your brand and what actions attribute to your overall goals.

If your brand allocates “X” amount of Marketing Investment Dollars into Content Marketing, the return on the investment is not in terms of dollars and cents but in hearts (sentiment) and sharing (engagement, referrals, etc.) so it only makes sense to set goals and targets in those terms.

How You Can Evaluate Your Social Progress

At the end of the day, remind yourself why it’s called social media.

Are you creating context for powerful conversations? Nurturing new connections? What about cultivating your company’s culture? That is progress.

But I get it, you want to know where you are at and where to go from here, what will leave you with dollars in your pockets rather than in the marketing machine.

So I have created a social media micro-audit based off my on clients’ audits for you to complete to see how your brand is performing on social.

DOWNLOAD YOUR SOCIAL MEDIA MICRO-AUDIT

Once you complete your audit, consider connecting with us on Brand Building (as seen in our case studies) or through an introduction to Brand Coaching to see if there are any misalignments between your business and social goals.


About the Author

Alison Masniuk

Facebook Twitter

The Communication Maven - Alison Masniuk is a content and communications specialist based in Calgary, Alberta. She has a professional background in Human Resource Management, Public Relations, and Digital Marketing. Alison is passionate about social media and technology, always looking how to communicate a brand's story through original content and strategy.

Share this Post