Navigating Today’s Social Media Landscape: 16+ Tips for Brands

The social media landscape is ever-changing, with new platforms, trends, and challenges emerging constantly. To help your brand stay ahead in this dynamic environment, we’ve gathered insights and tips from industry experts at Content Marketing World. From audience-focused strategies to staying nimble, here are 16+ tips to help your brand thrive on today’s social media roller coaster.

Best Tips for Brands from World-Class Experts

1. Follow Your People

Savvy creators and social media teams should closely monitor their followers’ behavior. Each audience responds uniquely to changes in the social media ecosystem. Pay attention to growing communities on platforms like Discord, Reddit, or Circle groups, as these semi-open spaces gain popularity. – Jesse Harris, Digital Marketing Coordinator, ACD/Labs

2. Delve into Personas

Study your target personas’ social media behavior and keep tabs on how their preferences evolve. Engage in conversations with sales, gather customer feedback, or reference industry research to understand changing social media behaviors. – Wendy Covey, Co-founder and CEO, TREW Marketing

3. Go Private

To mitigate volatility, consider turning to private social media communities on platforms like Slack, Discord, or Telegram. Discord, in particular, excels at community building and offers an authentic and organic experience. Leverage these platforms for community engagement. – Christopher Penn, Chief Data Scientist, TrustInsights.ai

4. Focus Where Impact is Greater

Don’t overinvest in social media. Research shows that social media generates only 2% of traffic and leads for most companies. Organic search remains a powerful source at 60%. Focus your efforts where your audience is most willing to engage. – Michael Brenner, CEO, Marketing Insider Group

5. Audit Your Social Content Regularly

Regularly review your social media strategy to identify what’s working and what’s not. Be prepared for potential platform changes or mass exoduses. – Ruth Carter, Evil Genius, Geek Law Firm

6. Be Nimble and Responsive

Continuous monitoring and flexible adaptation are crucial in navigating the ever-changing social media landscape. Diversify your social media portfolio and invest in owned and operated channels, such as your website and email list. Stay updated with changes in regulations, platform policies, and user behaviors. – Karen McFarlane, CMO, LetterShop x KMC

7. Try New Things Quickly

Keep experimenting, make fewer assumptions, and be open to trying new tools, platforms, and formats. Adapt quickly and move on from strategies that don’t yield results. – Andy Crestodina, Co-founder and CMO, Orbit Media Studios

8. Focus on What You Own

Prioritize owned media, such as your blog and website. Combine it with social channels where your audience is active. Collaborate with PR teams to turn owned content into earned media for maximum visibility. – Michelle Garrett, Consultant and Writer, Garrett Public Relations

9. Ask for Emails

Build an email list of your community members while fostering engagement on platforms like Slack or Discord. Owned land, in the form of email lists, provides stability in your social strategy. – Dennis Shiao, Founder, Attention Retention

10. Stick to the Strategic Differentiator

Ensure your social media strategy aligns with your marketing strategy, culture, and brand position. Focus on what uniquely differentiates and authentically resonates with your target customers. – Tiffany Grinstead, VP, Nationwide

11. Don’t Do the Eggs-Basket Thing

Avoid overinvesting in any single platform. Stay nimble and adapt to the changing landscape. Platforms like Twitter, TikTok, and Meta have risen and fallen, highlighting the need for diversification. – Jennifer Harmon, Content Strategist and Creator, Convince & Convert

12. Make It About People and Content Focus on storytelling

that resonates with your audience, regardless of the platform. Adapt your storytelling for each channel while keeping your audience and message at the forefront. – Monica Norton, Head of Content Marketing, Yelp

13. Build a Fan Base

Create valuable and memorable content to build a loyal fan base. Customers who value your content will seek out your brand on new platforms, ensuring your brand’s resilience. – Zontee Hou, Director of Strategy, Convince & Convert

14. Think Green

Expand your database of evergreen content that can be used across various social channels. Be prepared to adapt content to different platforms during times of volatility. – Leanna Pham, Head of Creative and Social, Convince & Convert

15. Go for the Creator, Not the Platform

Engage with content creators who align with your brand, as they often work across multiple platforms. Diversify your reach by collaborating with creators who can adapt to changing platform dynamics. – Inbar Yagur, Co-founder and CEO, Radical – B2B Tech Marketing

16. Avoid Pronouncements

While it’s crucial to pay attention to social media, avoid making public announcements about your brand’s social media strategy. Adjust your approach quietly when necessary to avoid unnecessary attention. – Adam Pierno, Managing Director of Brand Strategy, Arizona State University

Conclusion

The social media landscape may be a roller coaster, but by following these expert tips and staying adaptable, your brand can navigate the twists and turns with confidence. Remember, the key is to prioritize your audience, focus on quality content, and be ready to pivot when needed to thrive in today’s ever-evolving social media world.