A new year is an opportunity to look at what you've done in the past and look forward to how you can grow in the future. This is true for people, and it's certainly true for brands. Social media marketing has been a mainstay for marketing plans for some time now, but only a handful of brands excel, and no one is perfect. Here are 7 social media marketing resolutions for 2014.
We will be mobile-first. More than half of U.S. mobile users (62%) owns a smartphone. This means consumers are probably interacting with your brand through a mobile device at least some of the time. Any experience a brand creates, social or otherwise, must be screen agnostic and available across devices.
Content will be at the center of what we do. People don't care about brand messages. They care about information and experiences that benefit them and others. To stand out from the clutter brands have to deliver messages that are informational or entertaining. That is the only way to stand out on the Web, in the inbox, in news feeds and anywhere else. Branded messages still have a place, but remember, content should benefit the recipient, not just your brand.
We will go after our audience. Forget the headlines that pronounce Facebook's struggles with teens, and dig into the data. Understand your audience, and meet them where they are, whether that's Facebook, Twitter, search or elsewhere. And by the way, teens are not abandoning Facebook.
We will test to see what works for us. Best practices, stats and averages are helpful but directional. They cannot be relied on as fact. Test every tactic that you execute from what you create to when you share it, and find what works for you and your audience.
Our teams will collaborate. Social cannot exist in a silo. It impacts search, media and creative and vice versa. Make sure all of your teams are talking and collaborating by sharing key findings, data points and overarching objectives. Social media marketing is far more powerful when teams across the organization are talking and working together as one, integrated machine. That's how you get to real, tangible business results.
We will throw out the status quo. The status quo is easy. It's safe. However, things change. For example, Google made updates this year to make it more difficult to identify the organic terms that are driving to your site. Facebook admitted that paid ads will be necessary to overcome updates to its algorithm that have a negative impact on organic reach. Take the status quo, tear it apart and ask what can be different, better and responsive to the changing landscape.
We will listen… and respond. This year saw a rise in conversation on real-time marketing. People are talking all the time about your brand, your category and your competitors. Listen to that conversation and act on it. Whether it takes the form of responsive customer service, a response that hasn't been approved by legal (gasp!) or anything else, add speed to your marketing initiatives. Move as fast as consumers expect you to.