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Why you shouldn’t invest in a social media strategy

If you’re a marketer, small business owner or even a CEO you are probably aware of the power of social media. Sure, every business may use different platforms for different reasons, but in this digital day and age, you are probably visible on at least one channel. You want the things you post on these social channels to be coherent with your business strategy, communication pillars, and this requires some thinking and planning. This is usually where a social media strategy comes in. Which you do not need, as it is a waste of money and time. And here’s why.

Let’s start by making one thing clear; strategizing or making sure that there is a plan behind your communication is never bad. But where you focus this strategy on, is essential.

The challenge all businesses face is how to draw in the attention of (potential) customers. Because being available is not always enough in this day and age. As it turns out, the average consumer is served around 5,000 ads per day. If all businesses are continuously posting visually appealing content on social media to draw in people’s attention, you can imagine how easy it is to get lost (how hard would you have to scream to be heard in a crowd of 5000 yelling people? Yikes!). So how do you get people’s attention?

Use social media as distribution, not as an end goal.
The answer to that question is this: by creating and serving people with content that is relevant to them. And this is where content marketing comes in. A simple example? You are currently reading this blog. Why? Maybe you have visited our website, or it has reached you via medium. You are interested in social media marketing and were curious about why you shouldn’t spend your money on a social media strategy. And if you have come this far in reading this article, we have already been able to capture your attention for a couple of minutes. Which is quite a lot, if you consider us to be one of 5000.

So how can you approach the use of your socials in combination with content marketing?

  • Use social media as a way to spread a story, but don’t make it a goal on its own. If you do so, you won’t be able to use social to its full potential.
  • Telling your story and adding value is what works. However, a story isn’t captured in two lines of copy and an image, and therefore social isn’t the place to do so. Go in-depth, tell that story!
  • You don’t ‘own’ any of your social channels, so you only have limited control over them. Use your owned media (such as your website but preferably a content platform) to distribute if you want to be in control!
  • Social media should always be a part of a content strategy, to harvest its real power.
  • What you should invest in is the way you’re going to distribute your content on social media. Which platforms are we going to use, how do I visualize my brand, which tone of voice is the right fit, etc.

By creating content that adds value, you can reach people that are relevant to your business. So in conclusion: don’t look at social as an end goal. Use it as a way to distribute your story. A story cannot be captured in two lines and one picture, so don’t try to do so. Now go ahead and tell your story to the world!

Brand and experience agency for the digital era

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