2020 Social Media Principles

Updated: Mar 8

Just like you wouldn’t talk for the sake of talking, don’t post for the sake of posting. Only post when you have something that adds value. If you’re genuinely excited about what you’re about to post then that’s usually a pretty good indicator. If you’re posting for the sake of ‘being on social media’ and deep down you know it’s not the best reflection of your offering, maybe it’s time to pop that one in the bin. 


Here’s an exercise to demonstrate… Think of a branded social media post that you’ve seen. Can’t think of one? Good - it’s a timely reminder that generally people don’t care that much about what brands/business have to say. If you do have one, think about why it was memorable and chances are it fits within one of the below categories:


Entertainment:










Education:










Emotion:










Competition & incentives: People like free stuff, no surprises here










Utility:
















Make sure you take the time to write, or at a minimum - consider - a social media strategy. Think about what it is that you want to achieve, and then ensure that what you're posting is laddering up to help you achieve those objective/s.


How often should I be posting? is something that we get asked by just about every client. Use principle 1 above as a guide. Then think about a fewer, bigger, better philosophy. Shift more of your resource (both time and money) into doing a smaller number of things really well. This might mean focusing on just one channel. Or it might mean posting more engaging content, less frequently. Perhaps you have different channels to focus on different messaging. You can’t do everything, so don’t try to - prioritise. 


Don’t treat social media as a megaphone (i.e. telling everyone within earshot what you have to say). Treat it as a conversation where your customers can ask questions, provide feedback, engage with you and each other. And remember, talking without listening is rude... always get back to those that take the time to engage with you.


Facebook knows what people want. That’s why they have 1.6 BILLION daily active users. So let’s help Facebook help you - by posting video. Video is Facebook’s preferred ad format. What does that mean?! It means the Facebook algorithm will prioritise video posts in newsfeed because that is the content that people are engaging with. Creating channel-specific video content is an entire topic in itself.


Another frequent question we get is, what are the best Social Media platforms for businesses? Below we detail the key social platforms including Australian statistics and an overview of each platform:


  • Facebook - half of all Aussies are on the site every day. Enough said. 15 million monthly users

  • Youtube - whilst nowhere near as active, Youtube has the same monthly users as Facebook. Best suited to longer-form video. 15 million monthly users

  • Instagram - the rise of the ephemeral Story format is one reason but it's also a far more aspirational platform that's well suited to travel, food, beauty and fashion. It’s also influencer central. 9 million monthly users

  • LinkedIn - the social network where you have to be your professional self. Yawn… but also a great opportunity for B2B marketers and professional networking. 4.2 million monthly users

  • Snapchat - the mostly young audience (77% under 30) now also use it to send disappearing filtered selfies, video highlights of their social life. If you don’t get it, forget it. Unless you’re trying to market to “millennials”. 6.4 million daily users*

  • Twitter - nope. This is for Trump and Kanye to unravel. Not your brand.

Whilst Facebook are yet to monetise their Whatsapp investment, this is another channel that may come into the fray in 2020 (7 million users), along with TikTok (although I feel that latter will be confined to a very small demographic). You can check out our thoughts on the opportunity for brands on TikTok here.

Statistics Source: Civic Web Media


There’s good news and bad news when it comes to paid media on social. The bad is that for the most part, you’re going to have to spend money to reach your desired audience. The good, is that the channels mentioned above have so much data on each individual using their platforms that it’s almost unnerving how specific your targeting of customers can be. That's a win for efficiently marketing your brand/business without spending money serving your ad to people who don’t care. 


Looking for help with your social media? Ask us how.

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