I discussed the above topic in 2019 but have found myself coming back to share some newer and deeper thoughts...

I was cracking up from a recent social post that I read, published by a social media manager who seemed to have found the formula for social media success in 2015, but realised he is now clueless in 2022, as social media strategies change so rapidly.

He’s not alone. The frustration is aired by many that I meet. Some have even cried foul, after spending a lot of money and not getting their ‘desired’ results.

Social media reminds me of globalisation – both are double-edged swords, creating wonderful opportunities and bringing immense benefits on the one hand, but creating frustration and bringing an increasing gulf between those who know how to use it effectively and those who do not.

The question many ask is whether, as a business or brand, there is any real value in using social media today. If you’ve been asking the same question, then read on.

Social Media is a Leverager, not a Magic Wand

Social media can also be likened to investments, requiring a business or brand to be consistent for a long term (playing the long but rewarding game) and not be obsessed with short-term gains (like trading). Social media is not a sprint dash. It requires a concerted strategy, evidence of thinking in action. Executed well, it can open a warm pipeline of leads, among other benefits.

Social media facilitates social interactions and networking, something which has been with us from the beginning of humankind. With each new social media platform comes additional and/or varied opportunities to connect, showcase and/or spotlight.

What gives social media a key trump card over other digital communications is its ability to reach, connect and engage with a target audience with the right message, in a suitable format, at the right time, in a hassle-free manner.

Today’s popular platforms include Facebook, YouTube, Twitter, LinkedIn, Instagram, TikTok, Snapchat and WhatsApp.

Targeted Advertising

In recent years, we have seen social media offering advertising opportunities, as organic reach wanes. Even at that, the benefits are not on an equal footing. Instagram offers far more organic reach than Facebook, but its advertising is more expensive. However, Facebook’s advertising and targeting capabilities (if you know how to use it) makes it a powerful digital advertising platform, with a sizeable adult population reach.

It may be sluggish at the beginning but in the long run, social media will advertise your business or brand at a fraction of the costs of traditional advertising.

Local Marketing

Social media offers great opportunities for local marketing. Your business or brand page should provide clear and important information about you. Even though your page is not a replacement to a website, it is important to include some key information to enable your audience to understand your offerings, connect with you, and to take your desired actions.

Building Relationships

Social media enables you to communicate value intelligently to your target audience, which done consistently, brings recognition. Communicating value means sharing content that informs, instructs, inspires and/or creates a better situation or version of your audience’s selves. It’s more than just about good content, meaning you need to engage your audience. Make time to respond (publicly and privately) to reactions to your posts and messages you receive. Also show an interest in what others post – Like, Comment, and/or Share. This will increase your likeability.

Finally, you need follow up (I’m not referring to your email sequences). You need to check on people, follow-up on their shared content, avoid generic responses and messages. With time, this builds trust, and with it comes stronger forged relationships.

In a nutshell, good and regular content gets you noticed; Engagement brings up opportunities; Involvement will build relationships and trust.

Keeping Your Customers/Audience Updated and Interested

With so many voices out there, your occasional ‘blockbuster’ or gone-viral post may soon be forgotten. Years ago, I enjoyed watching Nollywood movies (the creative genius of Nigeria’s movie industry) but what I didn’t quite like was being left in suspense at the end of a movie and having to wait for a sequel with no fixed release date. Of course, we have a fix today, with all the series on Netflix and other platforms.

Your social posts should be no different. Leave your audience in an expectant mood, knowing your story or theme or episode will continue on a specified or scheduled day and time, or the full story can be found by clicking a link.

As a business or brand, understanding your customers’ life journeys should be an important part of your value-creation goal with your posts.

Connecting with Communities

Which community or ‘tribe’ are you are part of? What beliefs or viewpoints do you hold, or concerns do you have, or cause(s) do you support, which others can identify with?

Very often people, groups and communities don’t care about what you say until they know how much you care. Whether it’s to add your voice or story, spotlight an issue or showcase something laudable in or about the community, this is an opportunity social media gives that should not be missed.

Enhancing Your Social Experience

Touch up your posts with light moments and unstaged photos. Give your audience the opportunity to see real faces doing everyday things.

Seizing Synergistic Opportunities through Collaborations

The stronger your networks, the greater your possibilities. Think beyond your familiar terrain. Explore new possibilities. Networks shorten waiting times. Networks open opportunities in coveted places. Networks multiply your influence. Social media will grow your network, open collaborative opportunities, and create a future of greater possibilities.

Stop being stuck – reach out to us for a hassle-free, results-delivering social media experience.