February 8, 2021 Content Chat Recap: Extreme Makeover: Social Media in 2021

A #ContentChat header image that says today's topic is a social media extreme makeover, with guest Brandie McCallum.

Marketers face a range of hurdles and questions as we start 2021 and assess how to best serve our online communities. 2020 significantly shifted the best practices playbook for social media, forcing brands to rethink their strategies and adapt to the changing community needs.

In this #ContentChat, we’re joined by digital marketer Brandie McCallum (check out her site here) to conduct an extreme makeover of social media for 2021. Check out the full recap below, where we discuss what has changed for social media in 2021, ways that marketers can use Facebook, Twitter, Reddit, LinkedIn, and TikTok to their fullest advantage, and our top tips for driving a community-focused strategy.

Q1: Marketers are always up against something. 2021 brings screen fatigue, mental exhaustion, and major social media distrust. How are you relaxing and adjusting social content to meet these extraordinary circumstances for your community?

There are several challenges for marketers in 2021. So how can we adjust to this reality?

A1] Attention marketers:

All media is distrusted in 2021–not just #socialmedia
according to @EdelmanPR https://t.co/y061v06jZN#contentchat#digitalmarketing#marketing https://t.co/5HnPlxA4zg pic.twitter.com/Ur2zuzteKv

— HeidiCohen – Top Global Marketer (@heidicohen) February 8, 2021

A1] Due to COVID, everyone:
1] Increased digital use (all ages),
2] Decreased mobility;
3] Had less financial resources;
4] More social & cultural disruptions; &
5] Lacked leadership.https://t.co/vxq0rR7vgQ#contentchat#Marketing #digitalmarketing https://t.co/5HnPlxA4zg

— HeidiCohen – Top Global Marketer (@heidicohen) February 8, 2021

Let’s start with self-care. Some of our preferred rest and reset practices are unavailable, but there are still plenty of ways to decompress. We take time away from our screens, prioritize our families, and explore hobbies like cooking or reading to reconnect with our personal interests.

Flip the 2020 coin, we marketers are burnt out, many have lost all of their clients or had to completely flip their marketing plans. Our clients are exhausted & our communities are exhausted.
What are you doing for yourself? #ContentChat pic.twitter.com/oFxrkxJnxi

— Brandie McCallum (@lttlewys) February 8, 2021

A1b: I need to be better about taking time out to relax. My difficulty is I used to have a monthly self-care routine that involved getting a massage and taking a leisurely “me” day. And that hasn’t been able to happen in a year now… #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A1 Been spending as much time meant for relaxation away from screens – books, working on house projects, etc
Working on a lot more DIY content to roll out
-Alyx #contentchat https://t.co/dQxVmGEXVJ

— Charlie Appel Agency (@ColfaxInsurance) February 8, 2021

A1: Been trying to take advantage of being home by spending more time offline. My dog gets double the walks, and I’m trying out different recipes. I’m also a big fan of having a double espresso right before a 20-30 min power nap. 😍 #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

A1. I’ve allowed myself mental down time on the weekends, not doing any working. Thankfully, my clients are B2B so I don’t really have any ’emergencies’ over the weekend. #ContentChat https://t.co/WvalJPT1Rj

— Anh Nguyen (@AnhTNguyen) February 8, 2021

A1 Looking forward to what everyone is doing. I tune in to @onepeloton meditations & take power naps. And I don’t check any work anything on Saturdays. No messages, nothing. Me time. #ContentChat https://t.co/j6FwfttXJC

— Shane Shaps (@520eastbrands) February 8, 2021

A1 I recently re-read Tribes by Seth Godin and I think that’s really re-invigorated me to focus on putting value into the content that’s being generated so that the tribe feels we value them. #ContentChat

— Derek Pillie 🎯 (@derekpillie) February 8, 2021

I’m making sure to continue on projects I enjoy outside of work, sometimes you need something you’re passionate about (outside of the day job) to keep you motivated and checked in – especially during a pandemic. #ContentChat

— JMatt (@JMattMke) February 8, 2021

A1. I’ve been trying hard to read (paper books) but it’s hard to find the discipline. Cooking, baking, being outside with my dogs. And, giving in to screen time when it’s to watch tv…like binging @FlightAttendant #contentchat

— allison ryder (@allisonryder) February 8, 2021

Our work practices have changed, too. Audiences need greater empathy than before, and automation tools can free up marketers to focus on building more genuine relationships with their communities.

A1: I’m working on helping clients understand where their online communities are, how they are feeling, and what used to work that just isn’t now, so they can work on connecting. Providing value and support for your community = critical right now. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A1. Using slightly more automation, with intermittent personal touch to balance it out. Also tone is much more ’empathetic’ and caring. #ContentChat

— Shruti Deshpande (@shruti12d) February 8, 2021

Using tools so we have posts going out round the clock, while mixing it with personalized posts to ensure we don’t loose touch with end customers. Also, leads coming in from social media, are driven into e-nurture email program automatically. So they are not lost #ContentChat

— Shruti Deshpande (@shruti12d) February 8, 2021

I think we can all benefit from more empathy right about now, including for ourselves! #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

And, do we need to feel empathy for them? I listened to a podcast with a celebrity financial advisor (Suze Orman), and she was like “this pandemic has two divisions: the haves and the have nots.” Wonder if we have to think about speaking to both groups differently? #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

This is an excellent point—I hope to see brands doing focus groups and surveying to figure this out. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

Social media channels are especially valuable to get a pulse on the needs of your community. Social listening can uncover new content ideas or ways to adjust your strategy.

A1. Listening to the audience. Checking my data to see what’s being clicked/shared. Trying to interject mental health content, @Headspace & @Calm are amazing. I am spending time offline as much as possible #ContentChat

— Brandie McCallum (@lttlewys) February 8, 2021

Relaxing the same way I always do – long motorcycle rides.

We’ve shifted clients’ social content to be heavily DIY in some sectors, educational in others. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

A1: Collaboration is key. I’ve been really relying on my social listening skills, particularly as I’ve just entered into a whole new market and have a ton to learn! Having a beginners mind is always helpful, no matter how much of an expert you are #ContentChat

— Olivia Griffin (@LivGrMedia) February 8, 2021

The top thing to remember: People don’t need more content, they just need better content. Plan ahead but stay flexible.

A1.
I’m focusing on the places I show up consistently with my content, and not worrying so much about the in between. People don’t need MORE right now. They just need BETTER.#ContentChat

— Christine Gritmon #ChatAboutBrand (@cgritmon) February 8, 2021

A1: I am telling my teams to plan ahead as much as possible – which, should always be the goal, haha – working off of a content calendar to keep everyone organized and seeing where there’s gaps or where I can shift content as needed. #ContentChat https://t.co/ozTUJaciX6

— JMatt (@JMattMke) February 8, 2021

Q2: In addition to taking a new approach to your content, what is one critical thing that marketers should do today to revamp their social media channels for 2021?

Community building should be a top priority for all brands on social media. Engage with your audience. Start conversations. Build relationships by providing valuable content, not by mass promoting your products or services.

A2. Interactions. Asking more questions. UGC has always been strong & deliverable content. Now more than ever, people want to feel connected to you. Stop MARKETING and be HUMAN! #ContentChat pic.twitter.com/jWjd9E2XY5

— Brandie McCallum (@lttlewys) February 8, 2021

A2 An important priority for 2021 should be changing your mindset from “audience growth” to “community building.” We all want connection. How can you bring people together? Talk with them, not at them. 🙂 #contentchat

— Martin Lieberman (@martinlieberman) February 8, 2021

It’s a cliche, but I’d rather have 100 engaged community members than 1,000 passive people in my audience. #contentchat

— Martin Lieberman (@martinlieberman) February 8, 2021

A2.
Flip the script: care more about engagement strategy than content strategy.
The Notifications are the most important thing on every platform.
Your newsfeed (full of relevant accounts!) is the second most important.
What you post should come third.#ContentChat

— Christine Gritmon #ChatAboutBrand (@cgritmon) February 8, 2021

A2. This seems like a better time than ever to use social to really connect/engage/retain your audience. #ContentChat

— allison ryder (@allisonryder) February 8, 2021

A2 Be present and consistent, and listen to wat your audience is saying, it goes a long way
-Alyx #contentchat https://t.co/ffZUlYPm8e

— Charlie Appel Agency (@ColfaxInsurance) February 8, 2021

Ensure that your profile elements are updated on each social media site (about sections, contact information, images and branding).

A2 Great question! You know, it’s a good time of year to check your profiles, about sections, bios. Don’t forget to do that. #ContentChat https://t.co/G5mghFx6b0

— Shane Shaps (@520eastbrands) February 8, 2021

Assess which channels are most important for your community. Focus on building a strong presence on a select number of channels that matter instead of being everywhere with minimal engagement.

A2: I would probably look at paring some down potentially. The # of platforms will only continue to grow and you can’t be great at them all. Find the ones that make the most sense, and focus on doing less better. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

I have long said that you shouldn’t be on a platform unless you can do it well and it serves a strategic need that you can’t meet elsewhere. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

Advice to teams with limited resources, but with a presence on most major platforms already? How can they spread themselves out? What aspects should they focus on? #contentchat

— allison ryder (@allisonryder) February 8, 2021

If at all possible, find the person on your team who really connects with each channel and ask them to take ownership. Too often I see brands copy+pasting the same status update across 3-4 social platforms when it’s really only working for one of them. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

That’s just hard when there’s a market expectation to be on major platforms, and you have a good following on each. We’ve considered designating them for different outcomes, though, i.e. Twitter for brand awareness, LI for engagement…baby steps #contentchat

— allison ryder (@allisonryder) February 8, 2021

More to the point, they shouldn’t spread themselves out but rather pick a manageable set of channels that meet a strategic need and where they can perform very well. #contentchat

— John Cloonan (@johncloonan) February 8, 2021

Update your brand personas.

A2: If you haven’t taken a look at your brand’s personas and updated them, make time to do so now! What was true about your ideal customer a year ago is likely to be very different now. A year ago, people were talking about the demise of meal kits, for example… #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

Review your content strategy through the community lens. Do you meet people’s current needs? If a piece of content does not provide value for your community, you should not post it.

Identify and speak to people’s needs (which have shifted a lot over the course of the past year.) We have to make sure that we’re always offering something of value #ContentChat

— Olivia Griffin (@LivGrMedia) February 8, 2021

A2: Stop creating content for the the sake of creating content. If it doesn’t stand out, fix it so it will, or don’t publish. #contentchat

— John Cloonan (@johncloonan) February 8, 2021

Or if it was from last year! People, not all content is evergreen. You don’t have to toss it, just tweak it! Not all content is created for 2021!! #ContentChat

— Brandie McCallum (@lttlewys) February 8, 2021

Co-create content with your community when possible. User-generated content is incredibly valuable for brands, and social listening practices can uncover loyal community members and content creators.

A2: User-generated content is what excelled in 2020, so a continuation of figuring out how your brand/clients can leverage their audience/community in the content for 2021. #ContentChat https://t.co/Xchq6ZhXR2

— JMatt (@JMattMke) February 8, 2021

Agreed. But I think too many brands think they have to ask the questions. People are already asking questions. Listen for conversations, and provide answers. You don’t always have to start them. #contentchat

— Martin Lieberman (@martinlieberman) February 8, 2021

BTW do you have any favorite social listening tools? i.e. favorite ways to find those great conversations other than luck of the Twitter feed scroll? #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

We talked a little about social listening today on my livestream with @jeffrushton Check it out if you get some time! https://t.co/QsqVunFnoY#ContentChat
(hope it’s ok to share that here)

— Shane Shaps (@520eastbrands) February 8, 2021

Q3: How can brands use LinkedIn to their advantage? Be specific with your tips & tricks or lesser-known features!

LinkedIn stories could be valuable for your brand.

A3. Ok, people, what do you have?? For me, I’ve been posting to stories more, yes. I kno.. Li is turning to FB more & more. I’ve been posting multiple times a day and seeing it work. #ContentChat

— Brandie McCallum (@lttlewys) February 8, 2021

Build targeted lists for your LinkedIn community. Some paid features can expand your search capability, but we recommend that you review the ROI of your LinkedIn spending. Several of our community members do not pay to boost their content as they’ve seen minimal value from that.

A3: Build targeted client lists from Linkedin, but not sure how? Like pretty much everyone in biz has a linkedin account. In terms of utilizing it for brand awareness, etc I think sharing quirky ad campaigns and memes are probably effective? Leveraging social issues. #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

This is where spending a little LinkedIn $$$ is worthwhile so you have broader search capability. #contentchat

— John Cloonan (@johncloonan) February 8, 2021

I don’t normally disagree… I am finding my $$$ goes to waste on Li. #contentchat

— Brandie McCallum (@lttlewys) February 8, 2021

Where are you spending it? I don’t boost any content, but I do have a cheap subscription that gives me broader search capability and more InMails. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

I have 7000 connections and I’m a basic account. At times, I’ve experienced premium, mostly through their promotion offerings. I get by without paying, but I wonder how much this influences who sees my posts, etc. There must be a bias algorithm for those who spend $. #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

It seems to be better for B2B/ABM targeting. Gets pricey on the consumer side. #contentchat

— allison ryder (@allisonryder) February 8, 2021

LinkedIn is a great space for thought leadership, especially through the article/blog writing feature on the site.

A3. Using thought leadership will bring more value. LinkedIn is a space to network and build credibility, so long form content works best! Also get your sales team on ‘SalesNavigator’ for better insights on competitors and market movements #ContentChat

— Shruti Deshpande (@shruti12d) February 8, 2021

I just posted about this last week. Only 0.5% of users on LinkedIn are creating content. Consider the opportunity. #contentchat

— John Cloonan (@johncloonan) February 8, 2021

Coach your executives, employees, and brand ambassadors on the best practices for LinkedIn. Reinforce the need to add context and personality, not just share URLs. LinkedIn even has a feature for brands to share their content directly with employees.

A3 Brands can be more deliberate with their LinkedIn coaching for staff members, especially sales and HR. Let them see the value of adding context and personality, not just sharing URLs and headlines, or re-sharing brand posts. #contentchat

— Martin Lieberman (@martinlieberman) February 8, 2021

A3: I think one thing I would do, is focus a little less on pushing content directly from the brand, and look to have leadership and/or employees push insights, etc from their personal accts. I find this works really well here on Twitter. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

Agree, Most companies forget to utilize their employees for sharing their content… the “push to employees” button is the best feature on Li!! #ContentChat

— Brandie McCallum (@lttlewys) February 8, 2021

When you post on a biz page, you get asked if you want to share with employees. Sadly, it’s limited to once or twice a month. #contentchat

— Brandie McCallum (@lttlewys) February 8, 2021

A3 (cont’d again). LI allows you to notify employees of a company that there’s content you think they should pay attention to. It’s only allowed a few times a month (or week?) so be judicious. Also, coach employees how to be brand advocates. #ContentChat https://t.co/AXrSCmxUky

— Anh Nguyen (@AnhTNguyen) February 8, 2021

A3: LI is a great platform to connect with your current clients, your staff, and generate leads.

If you have a larger staff, encourage them to regularly share or at least interact with your company’s posts. Ideally, it won’t take long for them to do it on their own. #ContentChat https://t.co/SM3s2hklNX

— JMatt (@JMattMke) February 8, 2021

A3 (cont’d). Coach company leaders/execs on being the face of the company on LI. Content shared by their profiles tend to get more engagement. For example, we re-pubbed an older blog post as a LI article on one of my client’s profiles – GREAT engagement and convos. #ContentChat https://t.co/AXrSCmxUky

— Anh Nguyen (@AnhTNguyen) February 8, 2021

It’s such a missed opportunity when leaders don’t engage with their own brand’s content on LinkedIn. Doubly so when it’s their own thought leadership content! #ContentChat https://t.co/VEsJHXSJxV

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

DMs can be valuable, but be hyper-focused in your outreach and messaging. Alternately, consider leaving a valuable comment on a relevant post to start a conversation.

A3: Encourage your salespeople to reach out appropriately on LinkedIn. Instead of sending a sales pitch in a connection request, send an in-mail. Or, better yet, leave a relevant comment on one of my posts. You’re a lot more likely to start a conversation that way. #ContentChat https://t.co/uig517cbSf

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

Networking via comments is underrated! It is the most subtle yet powerful way to position yourself. #ContentChat #LinkedInMarketing

— Shruti Deshpande (@shruti12d) February 8, 2021

A3b: P.S. a lot of folks, including me, have their profiles set to allow inmails from people outside of their network. When you see that, it’s an indication that we don’t mind a sales pitch or cold networking email if it’s sent via inmail. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A3.
I know—I KNOW—that LinkedIn’s DMs are a dumpster fire.
But you really do need to wade through it to find the gold.
Also, don’t post just to post, post to start a conversation that will catch fire.#ContentChat

— Christine Gritmon #ChatAboutBrand (@cgritmon) February 8, 2021

Document your ideal personas on LinkedIn and approach them with relevant content.

A3: I’ve found that LinkedIn is a network for very specific content, so be strategic. Rather than flooding the feed with tidbits of information, try to ID the persona you want to reach and provide them with useful content that relates to them. #ContentChat https://t.co/QzltHMbP40

— Olivia Griffin (@LivGrMedia) February 8, 2021

Use hashtags to start or find conversations in your space.

A3 . Follow the 3 hashtags you’re limited to as the brand page – join convos around these topics. LI notifies you when there are convos with your targeted hashtags. #ContentChat https://t.co/AXrSCmxUky

— Anh Nguyen (@AnhTNguyen) February 8, 2021

And use the channel to engage with industry event speakers and attendees.

A3] Personally, I use #LinkedIn to build personal relationships by reaching out to speakers and others I engaged with during Zoom meetings.

It’s MUCH better than following up with someone’s business card after a conference. #contentchat

— HeidiCohen – Top Global Marketer (@heidicohen) February 8, 2021

Q4: What type of content performs best on TikTok? Do you have brands you love and feel are successful here?

TikTok can be a mixed bag for marketers. Generally, the site is best for consumer-facing brands or those that have a significant focus on video content.

A4. I love TikTok… to watch. @floridaaquarium @TheRock & @CincinnatiZoo. Your brand needs to be all about that VIDEO!! I’m a huge Instagram fan… and tbh, most people push their tiktoks to Insta. Annoyingly lazy but convenient. #ContentChat pic.twitter.com/JBbENyfpFL

— Brandie McCallum (@lttlewys) February 8, 2021

A4: I am pretty sure the right answer to this is “sea shanties” #ContentChat https://t.co/EKtBe0C8ea pic.twitter.com/hMkSYQjWpg

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

Educational content performs well, including tips, tricks, how-to, or “before and after” videos.

A4. Apparently “informationals” delivered via “influencers” are quite effective. ie tips from an influencer around how to be finance wise, or get better at saving, etc. #ContentChat. I’m not on it, I’ll save that for another content marketing expert!

— Caroline (@CAZJAMES) February 8, 2021

A4. Consumer stuff! Hair before and after transformations are what are mesmerizing me right now… #contentchat

— allison ryder (@allisonryder) February 8, 2021

Host challenges or competitions that invite other users to participate (and potentially win a prize).

A4. Content that gets other ppl to participate with you via duets, etc. I heard a story recently about a small brand that created a challenge video and anyone who did it and got more than X likes would get free product. It resulted in 7.5M views. Pretty clever. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

Love it – I’ve seen Dunkin, Chipotle and other food brands work with TikTokers to get their food out there too.

I can’t remember if it was official or not, but I think it was Chipotle that did a lid flip challenge – which got people buying their bowls to try. #ContentChat

— JMatt (@JMattMke) February 8, 2021

A local angle can boost the success of your content.

A4: I love seeing content on TikTok that showcases vendors/events which are local to me #ContentChat

— Olivia Griffin (@LivGrMedia) February 8, 2021

And no matter what, stay authentic.

A4: There is a viral TikTok of a grandpa bashing the screen so it flips the camera view from frontal to back. Silently. Millions of views and hundreds of thousands of comments vs. xcellent educ. content w/nothing. Authentic wins every time #ContentChat

— BegayaCat (@Begaya) February 8, 2021

JMatt has a lot of experience with TikTok. He says that it is easy for brands to discover influencers on the site, and that brands can take user content to create a sponsored ad (with the original creator’s permission). The channel was originally geared toward a younger audience, but that audience base has diversified over time.

What is also cool is how easy it is for brands to discover influencers – there’s an option in the settings that give brands permission to create your content as a sponsored ad. Happened to me once. Haha. #ContentChat

— JMatt (@JMattMke) February 8, 2021

A4: I’ve seen TT promote “don’t make ads, make TikToks” – this is a great platform to see what the latest ‘trends’ are and to engage with a younger audience (though, there is quite a range of ages now).

You want to make every second count. It gets easier over time. #ContentChat https://t.co/LBpZEMiekX

— JMatt (@JMattMke) February 8, 2021

I see TikToks all over Reels (which of course is a blatant knock off of TT) and Twitter.

I personally edit most of my content off app, so I can publish organically and without the TT watermark. I don’t repeat the same videos always, just when it fits as a crossover. #ContentChat

— JMatt (@JMattMke) February 8, 2021

A4b: definitely follow WashingtonPost (seriously, a newspaper figured out how to adapt to the platform to stay relevant and on brand).

Depending on your industry, it’s likely there are bigger creators on TT.

I have over 140K followers – DM me if you want more info. #ContentChat

— JMatt (@JMattMke) February 8, 2021

Q5: Are brands still on Facebook and what changes should marketers keep in mind as they plan a strategy for the site?

Facebook is still a relevant channel for brands, but there needs to be a unique content strategy to succeed. You cannot simply auto-post from your other channels and expect the content to perform well.

A5. Totally. As they should be. 2.70 billion Global users. 95% mobile. You are FB’s customer. Play by their rulez or get kicked out! Spend money, have a strategy. Invite people to like your page. Post Videos. #ContentChat pic.twitter.com/B2MMrkYbab

— Brandie McCallum (@lttlewys) February 8, 2021

A5.
Of course they are!
A lot of people who don’t really do social media are at least on FB to keep up with people and/or their local communities, so brands need to be there, too.
BUT. If you just auto-post from IG, your posts will NOT be seen. Gotta tweak.#ContentChat

— Christine Gritmon #ChatAboutBrand (@cgritmon) February 8, 2021

Some brands (particularly local or small businesses) exist only on Facebook, which is a mistake.

A5: I think Facebook is the ‘standard’ for where your business needs to exist. If you have an older audience, you’ll likely reach them on FB.

Local restaurants for example, I will often find on FB without a website or other social (not saying to do JUST FB, lol). #ContentChat https://t.co/Pcsjcb7y2c

— JMatt (@JMattMke) February 8, 2021

Paid activities are common on Facebook and can provide an impressive reach.

A5: Yeah, and many small business brands use Facebook as their only web presence, which is a mistake.

Facebook strategy – be aware of the changing audience demographics. Be prepared to spend some $ if you want real reach. And finally, treat it as rented space. #contentchat

— John Cloonan (@johncloonan) February 8, 2021

Love this. So many clients do not want to pay. Times have changed with the advent of social media and audience consumption. Yes, you can hire me as your PR person, but you will also need to boost brand awareness and my campaigns with a targeted digital ad strategy. #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

Facebook groups are valuable for both B2B and B2C companies.

Are you finding that there is more activity on Facebook in B2B and B2C groups than those on LinkedIn, for example? #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

That’s definitely true, but that’s in part because LI has deprecated groups where they seem to be a bigger part of Facebook now. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

Yes. It doesn’t matter if you are b2b or b2c, people run your company and they are on FB. That is where they go to relax, get their news, connect. #ContentChat

— Brandie McCallum (@lttlewys) February 8, 2021

Use the built-in features to schedule posts if you do not have a separate social media management tool.

Very true! I do have to say I’m also loving their new publishing tools, makes SM marketing so much easier to schedule posts directly from their platform #contentchat

— Olivia Griffin (@LivGrMedia) February 8, 2021

Q6: What are your favorite tips for Twitter that work for your clients or you?

Twitter is all about conversations. Engage with your community, and use hashtags to broaden your reach or find new users to engage with.

A6. Chat. Have conversations. It’s harder as a brand & it really depends on your brand. Don’t forget your images. And don’t listen to the “Tweets only last 6.2 seconds” In the last month, I’ve had several tweets fav’d from yrs ago. #ContentChat pic.twitter.com/QVxs1PghFH

— Brandie McCallum (@lttlewys) February 8, 2021

A6: Don’t go it alone! Participate in Twitter chats, follow relevant hashtags, and use paid follower campaigns to build your Twitter community. #ContentChat https://t.co/pZXMYIbkZw

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

Keep in mind that Twitter can be more of a commitment than other social channels.

A6: Understand that Twitter is more of a commitment than other social spaces. You need more volume and better listening. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

I saw a conversation today where someone said 15 tweets was too many in a day. Most people are sending out 3 or 4 of owned content and calling it done! Then shocked when Twitter isn’t successful for them! #contentchat

— Brandie McCallum (@lttlewys) February 8, 2021

Brands should encourage their executives and employees to maintain an active presence on the site, when relevant.

A6: I don’t have ownership of social in my current role, but if and when I do again, one of the things I think I want to do is have the SMMs really be a brand ambassador for us on Twitter. I really believe ppl follow ppl, not logos, particularly on Twitter. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

The site is great for customer service and giving real-time updates.

A6: Twitter is great for customer service, having one on one conversations with people that aren’t necessarily following you. You can also give real-time updates. #ContentChat https://t.co/IuF4G7zywS

— JMatt (@JMattMke) February 8, 2021

Twitter chats are a great way to build community.

A6. Twitter Chats are a big win, to build network, show credibility and learn! Also keeping the tone semiformal has helped some biz truly show their personality and connect with their end customers #ContentChat

— Shruti Deshpande (@shruti12d) February 8, 2021

And PR folks can use the channel to engage with journalists (with caution).

A6. Twitter is great for PR people to interact with journalists. Often our email outreach to them is completely ignored but twitter can be effective. The journalists are under pressure to have a social media presence so are active. I’ll reply to tweets & share them. #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

I tell this to clients often — that Twitter is still a good channel for media outreach. A lot of them don’t see the benefit of Twitter if the person in charge isn’t active on it personally. #contentchat

— Sandra Fernandez (@SandraSays) February 8, 2021

Q7: Reddit. Love or Hate and How is this channel different from the more “mainstream” sites for marketing purposes?

Reddit is great for niche audiences, but authenticity is key for the site. Reddit users are known for calling out blatant promotion or attempts to “spin” a narrative. Start small on the site, engage with users, and build credibility before you invest heavily in the site.

A7. Reddit isn’t a hate. I caution many to be careful your carefully constructed campaign doesn’t turn into a run-away dumpster fire. Catch the right run & you’ll go far, tho. Spend the time commenting for months before attempting a post. #ContentChat pic.twitter.com/12q7XB9aIl

— Brandie McCallum (@lttlewys) February 8, 2021

A7: I love Reddit! But a big mistake many marketers make is thinking they are going to run an organic marketing campaign there. Nope. You need to find the right sub reddits and participate, and then, when absolutely appropriate can or should you share your content.#ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A7b: Reddit is also where all the best memes are born… #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A7: Never used it, but if you have a real micro-niche, there’s probably a subReddit. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

A7. Can’t be ignored! It’s where the Musk rats reside and many got rich investing in bitcoin because Musk told them to for two weeks before his $1.5BN investment in bitcoin. The GameStop incident has reimagined trading. It’s a millennial hub but one we must embrace. #ContentChat

— Caroline (@CAZJAMES) February 8, 2021

A7: I’ve never used Reddit. That said, Reddit in particular to me, seems to have more subject matter expertise likely because it is topic oriented.

This can be a good way, esp for more technical products, to be the resident inside expert there. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

A7: Reddit is one of those platforms I’m very hesitant to put brands on because it takes a lot of knowledge of the platform to do well… and if you’re off, even a little, you could subject your brand to trolls and negativity.

Good to monitor for brand mentions. #ContentChat https://t.co/lX1xvaBbA5

— JMatt (@JMattMke) February 8, 2021

Q8: What pitfalls should marketers avoid with their social media campaigns and activities?

Check out all of our advice for social media in 2021 below. Did we miss your favorite tip? Let us know in the comments.

A8. There are so many, for 2021… be aware. Find your trusted inner circle & have them be your sounding board. Politics, ‘Rona, and social injustice have turned the Internet into Guilty, First. Empathy, connection & conversation. Trust your Data. Look at the DATA #ContentChat pic.twitter.com/jciHaUrpWO

— Brandie McCallum (@lttlewys) February 8, 2021

A8: Social media is, by definition, social.

If your brand treats your social media channels as its own private 1-way broadcasting system, instead of the best way to get to know and understand your community, you are doing it wrong. #ContentChat pic.twitter.com/zvt2y3tGZg

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

A8: Viewing social as a channel for content distribution. Distribution is rather, the byproduct of doing social right. #ContentChat

— Keith 🇨🇭 (@SumoFondue) February 8, 2021

This! I hate seeing accounts that just post links to themselves… never anything else, always a – “check me out” vibe. Feels very automated. #ContentChat

— JMatt (@JMattMke) February 8, 2021

A8: Trendjacking has become much more dangerous in the current environs. Tread lightly.

Do not engage in performative activism. You will get called out. #ContentChat

— John Cloonan (@johncloonan) February 8, 2021

A8: Often overlooked is crisis-management or even responding to negativity. It’s not so much about replying to the individual – but showing everyone else how you respond.

IF someone has a complaint in the future, they want to know how you’ll be able to assist them. #ContentChat https://t.co/tEL2Q7JrAS

— JMatt (@JMattMke) February 8, 2021

And ignoring the complaints doesn’t make them go away…though it gives your competitors some excellent fodder for THEIR marketing and sales efforts. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) February 8, 2021

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