Social media is arguably the most crucial tool that professionals need to harness as it continually changes personal and professional communication. Although social media reliance has escalated over the years, the importance of the instrument became apparent during the global Covid-19 pandemic. Connecting companies, employees, family members, and friends, social media became the tool everyone depended on. In-person marketing and sales were no longer an option, so professionals turned toward social media, only to realize how complex the web of platforms, hashtags, and followers can be.
The issue we now face is how to utilize social media as a tool to benefit our goals. This is harder than anyone ever imagined. There are a few main things to be considered when beginning a social media venture. First, know if you plan to use social media personally or professionally, as it will impact all your future decisions. Next, understand your audience, the content you plan to create, and the time commitment it may take for success.
As a professional, the first aspect is understanding the intended audience that we want to sway. Without this, curation of successful content is impossible. For example, if you’re going to target a specific generation, you must know what makes them tick. It can be frustrating because, despite the close age gap between generations, there are differences in the preference of social media platforms, messages they send and receive, and daily interactions. If the audience interacts with humor versus serious articles, it will affect the creation of strategy. Whether used professionally or personally, social media becomes more understandable if you know key differences about your audience.
Using what we know about our audience, we can create content based on their preferences and our goals. Some top media to reach consumers include LinkedIn, Instagram, Twitter, YouTube, and TikTok. Each platform thrives on different types of content. More specifically, LinkedIn is the ideal place for publications, media placements, and blogs that discuss your industry. Visually aesthetic content often does best on photo-reliant Instagram. YouTube and TikTok depend on videography and often veer towards humorous or emotional content. Of course, new platforms materialize each day, so know your audience, do your research, and choose what meets your goals the best. If you have multiple audiences, exploring more than one platform should never be discouraged. Beware, the more platforms you choose, the more content you must make, which increases your workload. Choose strategically.
Finally, the most critical aspect is the time commitment and dedication it takes to make social media successful. Knowing your audience and choosing the right platform will not lead to automatic success. Social media takes time, flexibility, and hard work. Social media is growing and evolving, allowing trends to change at record speed. Getting stuck in the same cycle will not benefit you or your social media. With ever-changing trends comes the necessity for patience. Continue marketing toward the audience you want. Do not fall prey to the need to change your brand identity to fit a specific picture on social media. However, sometimes, an original strategy may not work out. That is entirely normal, so you should change directions and try again. Building a following with your curated content can be a struggle, so know that you are likely on your way to success if you have done the previously mentioned steps; it just takes time.
Social media is hard. It is not a science, so there is never a perfect answer or strategy to success. Without social media, organizations no longer have the chance to stay up to date in the ever-changing world. Remember, social media is supposed to be a fun way to meet consumers where they are at. Sometimes, marketing and communications professionals get so caught up in the strategy that we forget why we began in the first place. Social media is one of the only things that kept everyone connected over the past year and a half, so everyone should realize its power. Harnessing social media’s power is the trick. Remember, the first person that ever created an advertisement in a newspaper likely thought it would never work, so do not be disheartened. Ask for help, stay committed, and know that social media can be a tool for the greater good!
About the Author
Kenley is an incoming graduate student at the University of Westminster London and holds a Bachelor of Arts in Communication from Clemson University. While at Clemson, Kenley served as the Senior Captain of the Spirit Program, was a member of the all-girl cheerleading team, and was an active member of the Alpha Chi Omega fraternity. In addition, she interned with several organizations both on and off-campus, where she created content for social media platforms, wrote spotlights on nonprofits, and curated communications plans to activate the surrounding community in the organizations’ missions. Kenley hopes to pursue a career in public relations to combine her love of travel with social media.
