Spring Cleaning Series: How to Refresh Your Social Media Strategy

Marketing Tools & Tips

While it may seem easier to maintain the status quo and operate on autopilot, periodically revisiting and revamping your social media strategy is much more rewarding in the long term.

A social media strategy refresh enables marketers to refine content development and better engage target audiences. Dedicate time this spring to analyzing success, acknowledging areas for improvement, and brainstorming new ideas. Here are some tips to keep in mind as you get started.

If it ain’t broke, don’t fix it.

Refreshing your social strategy doesn’t necessarily mean eliminating what has worked well in the past. On the contrary, it is an opportunity to expand on historically successful campaigns.

I like to think of it as a snowball effect, slowly integrating new ideas over time so your brand naturally picks up steam. Here are some suggestions to easily expand current efforts.

If it is broken, get rid of it.

Just as it is important to recognize what works and do more of it, it’s equally essential to eliminate campaigns that have fallen flat.

Just because a strategy may work well on paper does not necessarily mean it will receive a positive response online. If your team is spinning its wheels trying to earn engagement without results, sometimes the best course of action is to stop. In these cases, feel free to put the idea on the backburner and revisit at a later date, or throw away the idea altogether. So much of social media is trial and error. As soon as you discover a failed experiment, it’s time to move on. Your time is much better spent on strategies that work.

Explore new customer service outlets

There is no denying that we live in an instant gratification society. Most customers operate on a short fuse, snapping their fingers for an immediate response. If up until this point you’ve manually responded to customer inquiries and complaints via social comments and messages, you may want to dip your toes into the waters of live chat and chatbots.

In addition to providing convenient customer service, embedding Facebook Messenger’s platform for live chat on your website is a great way to integrate your online presence.

How does it work? The customer chat plugin will automatically load recent chat history between the customer and your business, meaning recent interactions with your business will be streamlined across messenger.com, in the Messenger app, and in the customer chat plugin on your website.

This tactic is obviously a major undertaking that will impact your entire team. Add the following strategic to-dos to your agenda for your next group discussion:

Tip: if you do decide to implement chatbots into your strategy, remember to have some fun with it. Come up with creative ways to infuse your brand’s personality into your bot. For example, to help promote the movie Zootopia, Disney released the “Officer Judy Hopps” bot on Facebook. As users engaged the tiny heroine, they had the option to work alongside her to help solve cases. This approach was a hit, as the average chat session lasted nearly ten minutes, millions of messages were exchanged, and there were many repeat visits to converse with the bot. 

Professional development

A refresh does not draw the line at analyzing the content your team is churning out. It is also a great time to seek opportunities for your whole team to learn new skills. Whether in real life or online, there are countless educational resources available throughout the year.

No matter if you eliminate or add ideas to your strategy, keep in mind that social media provides a natural platform to test what works best. As your brand evolves over time, your social approach will too.

How are you spring cleaning your social strategy? Share your ideas with us on Facebook or Twitter!

Katie McCall

Katie McCall is a strategic communications consultant, working with clients to establish trustworthy and engaging reputations, driving authentic communication with fans and influencers. She specializes in branding and positioning, storytelling and online advocacy networking. In addition, Katie is a lifestyle portrait photographer, serving clients in the greater Seattle community and beyond.

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