Break the Social Media Cycle
Yesterday in PR Daily I was reading about 2017 trends for social media, and one stood out to me: “One channel might be enough. The scramble to be on every platform is over.” This is a great point; now as new social media platforms spring up and die out much faster, it’s no longer necessary or reasonable to try to be on them all to prove relevancy. Instead, companies are focusing on which platforms they can invest in and which will provide the best ROI.
The cycle of social media can play a big part in this. Recently the Caster team was talking about Snapchat, and thinking about how we can leverage it for our company, clients and general use in PR. In the social media cycle, the platform is in a similar place that Instagram was a few years ago, where it was very difficult for brands – or PR firms on behalf of brands – to generate and post unique content. And it’s taken a long time for Instagram to move out of that phase and become better for brands and off-site teams. Just this week, our team was discussing a new feature on the social media scheduling platform that we use, that can now let us schedule posts on Instagram.
When social media platforms are born they are usually useless to brands; it took years before Facebook advertising started, and now it’s progressed to be much simpler and more effective. Snapchat and Instagram had those same monetization issues, and content is even more challenging for the two because everything is a unique video or photo – brands can’t repost articles or their website as they would on Facebook, Twitter or LinkedIn. As each platform has its own use case and is at a different spot in its development as far as usability goes, brands and businesses looking to do social media have to strategically plan what they’ll take on in their social program. When social media was on the rise as a whole, we felt pressured to be on every platform out there, regardless if it was relevant or updated enough.
Social media is now an ROI game and a place to improve client or B2B relations, and the quality-over-quantity approach applies more than ever. Making sure that a page has unique content scheduled every day as well as organic posting an engagement takes time to master, and especially for small businesses it’s beneficial to take on one at a time.