Pivoting your marketing tactics is a way of life in the digital age. Market dynamics can change in a blink of an eye and marketers need to respond quickly by tweaking or completely pivoting their programs. Social media is particularly vulnerable to the whims of the market and public opinion, as a single negative social media post can affect your brand’s reputation in minutes. Lisa Allocca from Forbes.com has compiled a list of signs that could indicate a need to pivot your social marketing.
Social media is an effective and proven channel to gain consumer insights and engage with your prospects and customers. Almost every marketing strategy now has some type of social media program. Some firms have implemented basic programs while others have embraced social media and are actively engaged daily with influencer microtargeting and social selling initiatives.
Whether you have a basic program or a robust program, you need to develop a strategy to mitigate the risks of reputational impact. Every firm needs to have a crisis management plan in place but, beyond that and before a crisis hits, marketing teams need to understand when to pivot their social programs to avoid risks and maximize effectiveness.Each quarter we take a close look at our client’s social programs and benchmark them against goals and objectives. We take a look at what is working what is not working and evolve the program. While poor goal alignment or underperformance can trigger an overhaul of the program completely, other external factors may require a social media pivot.
We need to remember that social media channels run on technology platforms that are continuously evolving. As with any emerging technology, with widespread adoption comes an evolution in the way consumers use it and an evolution of the technology that supports it. Marketers need to be aware of ongoing changes and pivot their programs to get the results they require. Here are three triggers to look for when identifying a need for change in your social media program.Changing Algorithms
Social platforms change algorithms all the time, but the companies only make announcements of those changes when they are a significant departure from the current ways. It is extremely important for marketers to understand what even the small changes mean because social platforms are the ones that set the rules of engagement and your ability to reach your customers and prospects on their platforms.
For example, Twitter changed their algorithm last year so that the tweets you are most likely to care about appear at the top of your timeline — still recent and in reverse-chronological order — instead of an all-encompassing chronological feed. Facebook recently announced that users’ news feeds would be populated by posts made by friends and family rather than by businesses and brands. The announcement stated, “Because space in news feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”
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