Social Media Isn’t a Dumping Ground

Early on marketers were attracted to social media for its ease and access to people. To activate and activate well did not take much when brands first started to dabble in the platforms. You needed solid creative for one or two platforms (and often just images) and someone who could be attentive to the community. People often joked that social media was free.

Fast forward to now and social media has matured across the board. Platforms have implemented algorithms; ad units and targeting options have expanded; and a consumer’s attention is not easily earned. With the evolved landscape, getting to social media success looks a bit differently than it did before. We have to think about our approach more thoughtfully and strategically.

Every brand that has a social media and digital presence is currently in a battle for attention. And often this battle for attention creates unnecessary demands within organizations. There’s pressure to produce content, have a robust calendar that accounts for every hour in the day and we’re told to push more than ever before.

Yes, if you work in social media, there’s a good chance you’ve gotten a million messages and emails to post x now without warning, alignment or a why. This is the type of thing we have to resist.

As social media managers, it’s our responsibility to resist the pressure and temptation to use social media as a dumping ground. You know that “posting to post” can harm your community, your reach, your engagement. Social media is not the place to simply check the box for an internal story your consumer does not care about. If you treat it as such, your audience will exercise their power to hit unfollow.

It’s time to reverse the thinking on what social media means for a brand, team or league. It must be looked at as the front door to a brand and organization instead of an item to check off. Your online presence is often the consumer’s drumbeat and constant connection to your brand. Every interaction represents your brand and shapes your audience’s perception. That’s not something to be taken lightly.

Brands don’t just say “yes” to any internal request for traditional media ads. Why should we do the same with social? Yes, it’s much easier to activate on these platforms, but it doesn’t mean we should devalue the content and approach we take on them. It’s so important for brands to build a POV and understand the value, story and why that they provide.

Long gone are the days where you can post and pray. A good social media presence is about the totality of the experience. Every post and action should map back to some kind of purpose, and more importantly, give your consumer a reason to care and share.

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