It’s well over 10 years since making my first foray into social media in a professional capacity. What’s changed? Everything and nothing.
Here are my five key social media observations built over time and experience:
Social media strategy is still the key to creating a truly robust framework. The tools we use may be cheaper, the social networks larger and the number of influencers vast, but this all remains true. Use research to create a comprehensive overview of your social media landscape and develop a strategy from your insights.
Influencers are nothing new. Edward Bernays talks about these in his book Propaganda published in 1928. The idea of aspirational celebrity types influencing the mainstream is not new, using social media is. What is also new is the frameworks which need to be observed when it comes to gifting and payment – always make sure you and your teams are following the guidelines and everything will be fine.
PR is dead, long live PR. The old way of doing PR – the long boozy lunches and having a rolodex are long gone – but more worrying is the demise of local media, print media, national newspaper and the proliferation of click bait. Smart brands are working with broadcast and national media but more importantly, they are building strategic relationships with influencers and bloggers. Look towards influencers if you are getting stuck with media
Social media training is still very much needed and it’s more about building confidence than persuading people social media works. Last week I delivered a training session to a bright, sparky team in the arts sector. When I started out running training sessions a few years ago, I developed a technique using prompts to speed up the process of extracting and embedding knowledge. It still works wonders and was pleased to see the team feeling inspired and ready to act. Training is extremely empowering.
Inhouse v Outsourced social media is an ongoing debate. Having worked as an inhouse social media lead, and interim consultant and strategist and external resource, it’s no big deal to see the social media resourcing model as a patchwork. Look at the bigger picture and you might find your social media model is a series of touchpoints rather than silo.