How to Create a Social Media Strategy That Works
Is anyone out there?
“Retweet if you can see this.”
“I feel like the algorithm is mad at me. Can you just like, save, and share this post to help me out?”
“I think I’m going to deactivate. No one seems to see my stuff or care about it.”
On a daily basis, I see messages like this come across every single social media outlet. Each time, the posts receive sky-high engagement, proving the point. These posts are simply used as emotional marketing, leading the reader to believe that someone is not well. Unless you already know the game of it and choose, like me, to scroll on by.
The problem with this type of post is not that someone wants to increase their interaction and stats. Popularity is one of the main pillars of “successful” social media. The problem is that what it tells us about the person posting is not a sustainable (or attractive) message.
As a marketer, what I perceive from these posts is three-fold. As a side note, being a marketer only gives me credibility if I can prove my methods successful and effective.
If you don’t believe me, Google search for “Pieper & Brendan Bachelor Instagram” to see how little help a Masters in Marketing can be when applied incorrectly. TL;DR: They each lost tens of thousands of followers after admitting they were gaming the franchise for their own popularity, broken hearts be damned.
So what do I learn about the poster in these type of posts?
- They are only looking for short term relationships.
This type of marketing can grab attention for a moment, but ultimately draws in folks who are not already in your arena. They’re not individuals who’ve bought into who you are and what you’re selling. They’re just a numbers boost that ultimately fades as fast as the rest. - They are desperate.
Marketing themselves, their ideas, or their products isn’t working the way they want it to. They are willing to “try anything” to get my attention, and it’s obvious. - They are inauthentic.
Perhaps the authentic nature of their content exists, but in this post, we don’t see it. We see a social media trope, looking for attention. We learn nothing about what the person wants to share about themselves or their work.
If you’ve ever posted a desperate, “Where are all my friends?” line, don’t beat yourself up. It’s a natural response to feeling overwhelmed by the ever changing expectations of social media.
However, let’s learn to engage on social media in a way that is the opposite of short term, desperate, and inauthentic.
What kind of posts should I be making?
- Think longevity.
If you want to build a sustainable brand or simply not resort to the blatant grasp at engagement boosts, you have to offer value. Present who you are and although it’s not nearly as documentable in the moment, consider a strategy for engagement. - Trust the process.
We have the wrong idea that an instant rise to fame and thousands of followers is not only the goal, but the norm. However, as well demonstrated by “Pieper & Brendan Blow Up the Beaches of Bachelor in Paradise”, there are consequences to rushing things. Allowing your content and patience to develop over time takes… time. - Cultivate your authenticity.
Maybe you’re super funny — pepper in your witty comments or lighthearted takes on current events. Whatever shows your expertise (if you’re selling something) or your character (if you’re just another amazing human being on social media) is going to attract the right audience. If you find that your audience doesn’t appreciate your brand of funny, then maybe ask another person… is this funny or offensive? Although entire careers can be built from offensive perspectives, they’re not sustainable. Your authentic self is so desperately needed in the world. And although it requires you to be mildly vulnerable, combined with time and patience, authenticity is the antidote to flash-in-the-pan popularity.
A note about direct messages
As a woman on social media, the idea of direct messages can be very off-putting. There are very few people I am willing to have those “side conversations” with and only after quite a long period of time.
Again, it’s usually after they’ve demonstrated their character authentically, consistently over a period of time. I have excellent discernment, and can smell a short-term grab at attention a mile away.
I won’t waste my time, although the desperate DMs with simple pick-up lines are so frustrating and here’s why: I often wonder if I am damaging my brand (as a professional) by ignoring or shutting down the inappropriate comments.
Navigating social media is no different than navigating real life — it’s just that you are now exposed to a much bigger and diverse audience than ever before. How you approach others and present yourself matters. If you are casting a wide net, just know you’ll always dredge a few undesirable fish as well.
But direct messages are absolutely not required in order to make authentic, lasting connections on social media. If you’re selling a product, go for it. That’s where the sales happen. But do not feel obligated to engage someone who is making you uncomfortable or disrespecting your boundaries.
The follow is never worth it.
For more tips on authentic connection and building a sustainable community, follow Mandy on Twitter or Instagram @MandyCapehart.
