Winning on Social Media
Social media platforms are amongst the most popular marketing & communication channels we use today. Personal or professional, if you want your story to reach any kind of audience at all you have to have an assortment of ongoing and engaging content on social media. Whether it be through mainstream channels like LinkedIn, Facebook, Instagram or X, trendy platforms like TikTok and Snapchat, or niche platforms like Flickr…Managing your social media content is a critical part of marketing.
Managing Multiple Channels
Unless you’re using a single-channel social strategy, managing multiple channels by way of a comprehensive platform is a must. There are a host of different platforms that can be used to great success and most have similar functions and features – I’ve personally used Hootsuite and Later.com frequently in my career and managed up to 6 concurrent channels at any given time, each with their own unique content and marketing strategy.
Going Viral
Creating engaging content is the primary goal on social media. Pairing visuals and storytelling that capture the interest of the viewer in a sea of competing content can be a real challenge. The ultimate goal is going viral, which is difficult to plan and is a bit like striking gold: You have to be in the right place, at the right time with the right content. I’ve had a handful of viral social media wins in my career, with one particular Facebook post garnering over 2MM views and over 80K engagements.
Growing an Audience
The more eyeballs you can get on your content, the better your chances of a viewer entering your sales & marketing funnel. Whetting the appetite is a good start, but to turn views and engagement into dollars, you need to build a brand following. A well thought out strategy that considers the type of content, audience, voice and timing for your posts (that keeps with best social media practices) will build momentum and grow an organic following. In 2023 I was a manager of the marketing team that was able to grow the social media audience of CommuteAir, a regional airline, by 26% – Doubling that of their nearest competitor.
