If you’re bored, then you’re boring, and this is not a good time to be boring.
According to a study conducted by Microsoft, the average human attention span has fallen to eight seconds, a whole second shorter than the attention span of a goldfish.
When you start thinking of social media as a personal tool, it makes a lot of sense that Twitter and Facebook want to help you find enjoyable content with their filtering algorithms. But as social media managers, we hate the idea of social networks filtering out our timely posts in favor of popular content.
Rather than fighting the social networks, it might be time to get real about social strategy. Even with a strong brand presence, social media managers should regularly review and update their social strategy.
Whether you need a total overhaul or just some tweaks, these ideas will revamp your aging social strategy so that you’re delivering fresh, engaging content to your audience.
1. Share Original Content
Evergreen content doesn’t actually have an immortal lifespan. That’s because social media itself isn’t evergreen. Facebook, Twitter, Snapchat, and Instagram make changes to their platforms every day and are regularly adding new features. Think about the changes you’ve had to adapt to in the past year: Instagram Moments, Pinterest Image Search, and soon (maybe) a Twitter character-count change.
Content becomes dated more quickly than you might think. Scheduling the same posts for weeks at a time might get you impressions, but it’s unlikely to drive engagement. And engagement is one of the few metrics
you can measure to identify actionable content.
It’s difficult to just “make a change.” Rather than going back to the drawing board, look back at the content your brand published in 2013 or 2014. What worked then that you could rework now with a new spin? Nostalgia is a proven opportunity — just look at Lisa Frank’s social strategy.
2. Add Humanity to Your Brand Experience
When I interact with a brand on social media, I can’t help but feel a little awkward about our conversation.
Am I talking to one person? Two people? Are they in the same country as me?
Brands know they need to be responsive on social, but without some personalization the interaction can become very robotic.
We know you have to be professional, but don’t let that get in the way of having some fun! These brands did it and so can you:
A unique response from a brand will be a lot more memorable than a standard copy-and-paste reply that other brands give to their customers.
3. Get Personal About Your Brand
Marketers have always tried to deliver personalized experiences to customers without facing the overwhelming costs of customization.
In recent times, big brands like Starbucks, Oreo, and Nutella have seen success in pairing user-generated content with a personalized marketing experience. For a limited time, customers designed their own labels and shared their creations on social media.
This gave a voice to their audiences and opened a communication channel between customers and the brands. Building a connection with your audience is invaluable for brand recognition.
Campaigns like these also offer opportunities for experimentation. Using content published by your audience, you can measure interest in a new product, play with a realignment in brand identity, and identify new buyer personas.