Social Media 101: Why Relevancy Is More Important Than Clairvoyance
Ever wondered if social media is losing steam? Or if influencer marketing might finally be taking a back seat? Kymber Heinze, Director of Social Media at SmartSites, joins us this week on The Longer Game to dig into these questions, addressing some big missteps and myths in the industry. Spoiler alert: social media isn’t going anywhere, and digital marketing is all about sharp, strategic experimentation. So grab a coffee (or whiskey) and join us as we dive into the reality of social media marketing in a fast-paced, ever-evolving landscape.
🎯 Social Media Requires Deep Channel Knowledge
Social media marketing, like platforms such as Amazon, is built on intricate, channel-specific knowledge. The truth is, you don’t know what you don’t know. Brands often miss the mark by choosing service providers who boast only of past wins rather than those who dig into problems and uncover new solutions. In the digital world, past successes don’t guarantee future performance. The takeaway? Lean toward providers who talk about problem-solving rather than basking in previous achievements.
🧑🎨 Understanding Your Audience Is Key
A common mistake brands make is assuming their original target audience will remain consistent. But digital channels evolve quickly, and audience engagement does too. For example, while Gen Z may be all over TikTok, other age groups might stick with Facebook, Instagram, or LinkedIn. Research where your audience truly engages and meet them there. This can reveal unexpected insights into why people choose your product versus your initial assumptions.
📈 Setting Clear Goals and KPIs With Service Providers
Before diving into any social media strategy, establish clear goals. This is particularly vital in brand-agency partnerships where mutual understanding of objectives and expectations can make or break success. Define KPIs that reflect both parties' values, and track progress. These metrics are your guideposts, ensuring strategies stay relevant and performance remains measurable.
🪞 Leave Pride at the Door
Marketing success often requires the willingness to pivot. Clinging to past decisions can blind you to opportunities for improvement. Rather than defending previous choices, focus on evaluating and adjusting based on data. Growth comes from recognizing what isn’t working and refining your approach, not sticking to the status quo out of pride.
🌌 A Vision for the Future
Michael stresses the importance of having a clear vision. The saying “where there is no vision, the people perish” rings true here—both for brands and clients. Clients need a vision for their campaigns, and it’s the agency’s role to support and align with that vision to drive meaningful results. Communication around this vision is essential for a successful partnership that benefits both parties.
🥚 The Golden Goose Egg Is a Myth
Many marketers search for a 'one-size-fits-all' approach that promises instant results. Spoiler: it doesn’t exist. Each brand’s social media strategy should be unique, crafted through a process of regular testing, learning, and fine-tuning. Success on social media grows through deliberate adjustments, honest evaluations, and responsiveness to real-time feedback—no magic formulas or shortcuts here.
💡 Final Thoughts and Key Takeaways
Whether you’re an established brand or a start-up, relevancy will always outperform attempts at prediction. There’s no foolproof formula, just continuous learning, testing, and adaptability. Social media remains a dynamic, ever-changing field that requires staying grounded in real-time data and customer engagement. Here are some key takeaways:
Lean into Problem-Solving: Opt for service providers who focus on identifying and solving current challenges over those who rely solely on past achievements.
Know Your Audience: Audience engagement varies by age and platform. Find out where your target demographic spends time and tailor your approach accordingly.
Set Goals and KPIs Early: Establish clear goals and metrics with your service provider to ensure everyone’s aligned on what success looks like.
Adapt and Let Go of Pride: Be ready to pivot based on data rather than holding onto outdated choices. Growth comes from flexibility.
Cultivate a Shared Vision: Foster a strong partnership by aligning with your client's vision and goals—consistent communication is key.
Ditch the 'Golden Goose' Mindset: No single formula works every time. Embrace testing, adapt strategies, and focus on long-term growth.
Don’t miss out on these valuable insights! Follow us for more episodes and catch the full conversation with Kymber Heinze on The Longer Game. Let’s make social media work for you—no crystal ball required.
