— Nievalyn Keel (@techymarketer) April 21, 2015
Is the death of social greatly exaggerated? That is the question Scott Monty, seasoned communications professional, sought to answer on today’s webinar offered by Social Media Today. Social Media Today’s CEO, Robin Fray Carey, moderated the call.
As the younger generation (millennials) lose interest in more established platforms, moving on to newer, perhaps untested ones, social marketing no longer has the pull it once did on them. As the landscape changes, what are the new best practices and strategies that marketers and public relations professionals must use to reach their intended audience?
At the outset Monty reassured attendees that social media is still relevant. While marketers are largely in charge of execution now, communications professionals are left to dictate the strategy. However, strategy can fall by the wayside when we talk about this notion of live tweeting and real-time interaction. The responsiveness required to sustain live tweeting can take time away from adhering to the strategy measured by established key performance indicators (KPIs) and business goals.
Webinar’s general theme: Monty stressed keeping the KPIs and business aims in your line of sight — be strategic through all engagements. Focusing on KPIs will help you assess and learn about your audience: Who they are?, Where they were before visiting your site?, Where they went after leaving your site?, What kind of information they were looking for? All of this information, and more, is accessible with the use of website analytic tools. This information can help you build the strategy needed to meet your business goals and assess whether your metrics are moving in the right direction.
Monty also discussed having your own website, blog, or other platform where you house and have ultimate control over the content. Branding efforts compel the need for a site, in addition to the need for a fail safe in the event that something happens to the social media platform you frequent, being in charge of your content platform will enable you to support business as usual, through any setback.
Lastly, Monty closed the session by discussing a cartoon, 7 Deadly Sins of Social Media Marketing by Tom Fishburne, the marketoonist. Interestingly enough this was one that I included in my #SundayComics cartoon tweets this past Sunday. The gist is your social media efforts don’t exist in a vacuüm: You must engage with and listen to your audience. Make sure you are providing value to them.
Goals may be tracked by return visits, new and maintained subscriptions, and maybe even referrals. You should always be adding value.