I was recently
surprised to discover that a social media site I frequently used to ask and answer
business-related questions disappeared. One day the site was live, and the next
day, the URL was available for purchase.
This caused me to question the lifespan
of social media – not just social platforms but the content we post and share. How
often have you visited a website for the first time and later returned to
discover that the link is no longer live? All of us have encountered those
annoying 404 pages, and rarely, companies actually create clever
error pages.
But returning to the issue at hand, the
lifespan of social media, the lesson is clear. Don't put all your content on any one social platform. Sprinkle the
good stuff around so that your followers want more. Also, make sure you back up
your content – so that you are prepared if a site goes down or closes up shop
without any warning.
Lastly, but most importantly, apply the
mantra that those of us in the marketing world yell from the rooftops on a
daily basis: develop a strategy and adhere to it. Don’t just post dozens of
tweets on Twitter, wall posts on Facebook, updates on LinkedIn, videos on
YouTube, pins on Pinterest, etc. – without a social media strategy
that aligns with your overall marketing plan. This will guarantee a consistent message and effective branding. While this may be obvious for
businesses, individuals must also abide by this mantra.
As Adam Kmiec of the Campbell Soup
Company said, “The answer isn't Facebook [or any other social media site.] The answer
is your social strategy.”
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