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

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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 (@LttleWys, 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?

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.

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.

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.

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

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.

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

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.

Update your brand personas.

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.

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.

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.

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.

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

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.

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.

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

Use hashtags to start or find conversations in your space.

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

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.

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

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

A local angle can boost the success of your content.

And no matter what, stay authentic.

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.

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.

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

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

Facebook groups are valuable for both B2B and B2C companies.

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

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.

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

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

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

Twitter chats are a great way to build community.

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

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.

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.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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