As a content marketer, it’s important to keep up with emerging social media channels your community is using. This week’s #ContentChat featured Geoff Desreumaux (@GeoffDx) sharing his POV on making the most of emerging social media platforms.
Q1: Content marketers are/should be pretty familiar with Twitter, Facebook, LinkedIn, Pinterest, Instagram, and SnapChat. So, what are some other new/emerging social networks/platforms of note?
A1/1 https://t.co/aouxktrzSi, Reddit, Flipagram (basically Instagram on steroids) have been largely ignored by marketers. Yet they all are growing at light speed, because the new generations are all over them. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A1/2 And, of course, instant messaging apps. The well-known ones like WhatsApp & Messenger, but also upcoming ones, already so popular in Asia, like Line and WeChat. These apps combine everything that’s good about Twitter, Snapchat, Etsy & Amazon – Watch this space! #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A1. A lot of people forget about Myspace, but it still has value for certain niches. #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) April 16, 2018
The whole idea of WhatsApp and in-Messenger advertising is interesting. It could go either way, right? If used for good, could be a great way to get info you want, if not, it could be super intrusive. #walktheline #contentchat
— Maureen Jann (@SuperDeluxeMo) April 16, 2018
A1: We saw a surge when @verotruesocial was released. That’s definitely a platform worth keeping an eye on. Another is YouTube as more and more people are turning to video content as their main source of distribution. #ContentChat
— Maria Marchewka (@_MariaMarchewka) April 16, 2018
A1: I’m not even sure if it ever caught on, but Ello was out there for a while. Medium and Tumblr are a couple of other interesting ones. #contentchat
— Jason Webb (@JasonLWebb) April 16, 2018
A1. Perhaps podcast networks should get a mention? And my personal pick @HearMeOutApp #contentchat
— Emma Jane Clark 💛 Social Media Specialist (@LadyofSocial) April 16, 2018
A1. I recently joined a network called @Alignable. It does a great job at connecting local communities and small business. It’s almost like LinkedIn meets Tinder, business edition. #contentchat
— Shelton Banks (@MrShellyB) April 16, 2018
A1. As a community organizer and event manager I’ve also considered @Nextdoor as an alternative to @facebook #ContentChat
— Peta Leitermann-Long (nee Long) (@petalong) April 16, 2018
A1: I’ve been spending more time on Reddit and Quora, but I’m not sure if they are considered social media…? #ContentChat
— Carole Cudnik ☕ (@cacudnik) April 16, 2018
Q2: How can a content marketer evaluate a new/emerging social platform and decide if it makes sense to start a profile on it?
Are your ideal customers and current community using the platform?
A2/1 The most important aspect is whether you have an audience on the platform. How difficult will it be for you to find people willing to follow and engage with your brand? Are you competitors on it? Are brands that speak to a similar audience than yours on it? #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A2. It’s all about your audience, what channels those target users live on and what kind of #content resonates with them. Ex. If you receive great engagement on Instagram, it may be smart to try other visual-heavy platforms. #ContentChat
— SourceMedia (@SourceMediaCo) April 16, 2018
A2: By ensuring their target audience hangs out there–also by using tools to monitor conversations and define opportunities where content will organically fit in. No one likes content that’s “trying too hard” on platforms where they don’t belong. #ContentChat pic.twitter.com/NIANPtR45O
— Kristina Markos (@KVMarkos) April 16, 2018
How would the platform fit into your existing social/content strategy?
A2/2 And then whether the platform offers what you are looking for. For example, that you still can’t share links on Instagram posts. If web traffic is your objective, then the platform may not be the best choice. What does the platform do? What are the limitations? #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A2: A lot of things to consider, but the two most important being:
1. Is the/an audience that I’m trying to reach active here?
2. Does my business/organization have the means (time, $, etc.) to have a meaningful presence here? #ContentChat— Caitlin Kinser (@caitlinmarie89) April 16, 2018
A2 – I would want to make sure that 1) my intended audience was on that platform, 2) we had enough unique content to be successful and weren’t just planning to IG what we just tweeted, for example and 3) can we get budget as relying on organic would be insane 😂 #contentchat
— chad mitchell (@cmmitchell4) April 16, 2018
Dedicate a set amount of time and budget for content experiments including emerging social platforms.
A2: I have a standard rule of 20% experimentation when I look at resources. Use 80% of your budget and time on what works, and then use 20% on emerging platforms that seem aligned with your audience. #contentchat
— Maureen Jann (@SuperDeluxeMo) April 16, 2018
A2: Test, test, and then test some more! You have to be practitioner before you can become a preacher! #ContentChat
— Maria Marchewka (@_MariaMarchewka) April 16, 2018
Sign up and test everything, ask questions later! (Don’t be like Uncle Kev! Wait for some signals of relevance if it isn’t a play to secure usernames.)#DarnYouDerek #ContentChat pic.twitter.com/6EBOU5rJLj
— Kevin Mullett (@kmullett) April 16, 2018
A2: It’s always good to leave room to experiment in your week… play with new things. As for making it a part of your strategy, consider your goals and how using this tool will help you reach that audience or achieve that objective. #ContentChat
— Derek Pillie (@dpillie) April 16, 2018
Before you jump into a new social channel as a brand, spend some time using it as an individual.
A2: Always make sure the platform works for your brand. It’s probably not a bad idea to open a personal account and observe the network for a while before leaping in. #contentchat
— Jason Webb (@JasonLWebb) April 16, 2018
Q3: Is it a good idea to claim your brand name on a social platform even if you aren’t currently planning to use the platform?
Yes! You may need it later.
A3/1 YES, 100%. We don’t know how the platforms will evolve, what they will offer and who will be on them in the future. Buying out a username can be really expensive, so if yours is available, book it! #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A3: Claiming your brand name on a social platform is an insurance policy. It’s probably a good thing to do. I don’t always do it. I think it’s also business dependent. #contentchat
— Maureen Jann (@SuperDeluxeMo) April 16, 2018
A3: Yes and yes. Particularly for platforms set up like Twitter or Instagram where you need a unique username as opposed to registering with your business’ name. #ContentChat
— Caitlin Kinser (@caitlinmarie89) April 16, 2018
A3/2 Google this story about how the French national Police failed to book all usernames and ended up being the subject of the biggest online trolling story in France #ContentChat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A3: Yes. If you’re brand/org/co is a thought leader, you could be the pied piper (see how I brought that back? yeah) that leads to an effective platform for your fans. #ContentChat pic.twitter.com/142y2TY9vh
— Alan Fleming (@alan_fleming) April 16, 2018
If you spot an emerging network that you think has potential I’d grab your brand name to maintain consistency across #socialmedia accounts. Fill out your profile. Don’t link to it until (if) you engage. Then watch. #ContentChat https://t.co/eRHB085VY7
— Tod Cordill (@todcordill) April 16, 2018
Yes! But only if you plan to use it.
A3. Only if you truly plan on using the platform in the future. Otherwise, you may confuse your audience with an empty social media channel that has no #content. #ContentChat
— SourceMedia (@SourceMediaCo) April 16, 2018
A3: S’ok to just squat on a social media profile you ask? Well, it depends. I think if you claim the name, and do nothing, at least check your stats. Are you getting profile visits? Warrants planning some content, then, (or hiding, so you don’t look like a dud) #contentchat
— Joanne Masterson (@attentiontips) April 16, 2018
A3 Yes & No as even now we are seeing changes in use & lose policies which unless you are keeping up & now with larger emergence of platforms it’s hard to keep up & really can only do 3 well🌐🤔 #ContentChat
— BrainBlender🤔🌐 (@BrainBlenderTec) April 16, 2018
Q4: OK, I’m going for it and creating a profile on a new social platform. How do I start off on the right foot?
Create that profile, then stop, watch, and listen.
A4 Know how the platform works, what the creative prerogatives & trends are. Then have a content strategy in place and make sure your existing and potential audiences know you have a presence on that platform. Don’t wait for them to find you, they might never know. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A4: Approach the new platform/account with an eye on how the community is behaving thus far. Fit in and then own it. #ContentChat pic.twitter.com/2BMGeROOu8
— Alan Fleming (@alan_fleming) April 16, 2018
Take time to write a unique bio that’s tailored you to connect with industry leaders and fans on that platform.
A4. Make a list of the necessities:
-Fill out your bio/add profile image.
-Follow relevant influencers and brands from your industry.
-Create introductory #content that specifies what you do, why you do it and what you can offer your new (or existing) audiences.#ContentChat— SourceMedia (@SourceMediaCo) April 16, 2018
A4: Start with your bio. Social media is social–what do you want your new group of “connections” to know about you? Identify your #personalbrand and then select images/photos that match your key identity pillars. #ContentChat
— Kristina Markos (@KVMarkos) April 16, 2018
Apply consistent branding that ties back to your strategy.
A4: Creating a profile on a new platform is all about consistency. Approach this network like you approach your brand. It’s a pivoted version of how you want your brand seen in the context of the new space. #contentchat
— Maureen Jann (@SuperDeluxeMo) April 16, 2018
A4. 1/2 I’m so predicable, but STRATEGY! Once you’ve established the profile language and photo/video to get you started, create your goals first. What are you going to use channel for? Engagement? Brand Identity? Build brand Awareness? Drive Traffic to website? #ContentChat
— Christina Hager (@ChristinaMHager) April 16, 2018
A4 2/2 Once you know goals, then devise content that will help you reach those goals (with your targeted demographic, of course). Also, identify metrics to measure success. Goes w/o saying, but you should know best practices/times to post for that channel #contentchat
— Christina Hager (@ChristinaMHager) April 16, 2018
Do your research!
A4. Spy on people who are doing well on the platform. See if anyone has written great articles about using the site. And just dive in. You’re in the wild, wild west. #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) April 16, 2018
A4: Do your research: How are successful companies/orgs behaving on this site? What are the “norms?” You want to be sure that you’re playing by the rules and meeting expectations when venturing into a new space. #ContentChat
— Caitlin Kinser (@caitlinmarie89) April 16, 2018
Q5: What is the biggest mistake you see content marketers and social media managers make when launching a social profile on a new/emerging social platform?
Emerging Social Media Mistake #1: Assuming your followers know you from another channel.
A5. Continuing off as if ALL of their audience members are following them from one platform to another. You should always reintroduce your brand and narrative on a new platform. You may be presenting yourself to a new group of people. #ContentChat
— SourceMedia (@SourceMediaCo) April 16, 2018
Emerging Social Media Mistake #2: Not tailoring content for the channel.
A5 Following up on Q4, the biggest mistake you can make when launching a new profile is 1. be unprepared and 2. not sharing original and channel specific content. There is nothing worse than sharing the same content you have already used on other platforms. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A5: Oh gosh where do I start? I think the worst offense I’ve seen is not writing for the audience. Content is king, but it’s a horrible ruler if it’s boring, alienating and inconsistent. #ContentChat
— Kristina Markos (@KVMarkos) April 16, 2018
Agree! Sadly, I see this more regularly. Seems brands think loading tools once + blasting the same posts across channels is the best use of #socialmedia. But why should I care about you if you don’t care enough show up and engage? That’s broadcast media, not social. #ContentChat https://t.co/ZPGBFLQXdL
— Kathleen Kruse (KK) (@kkruse) April 16, 2018
Emerging Social Media Mistake #3: Not maintaining brand and social strategy consistency.
A5 not keeping it consistent with the brand’s message elsewhere. It’s possible to be “unique” yet creative. #ContentChat
— Paula Kiger (@biggreenpen) April 16, 2018
A5: “Designated biggest mistake answer” When you start using a channel with no thought as to how it fits with your overall strategy/not having a strategy for using the channel. #contentchat
— Derek Pillie (@dpillie) April 16, 2018
A5. Not having a plan. I’m most definitely guilty of this. But not having planned one’s content and future posts for at least a month before launching is one of he biggest mistakes #ContentChat
— Peta Leitermann-Long (nee Long) (@petalong) April 16, 2018
Emerging Social Media Mistake #4: Not becoming a part of the platform’s community.
A5. One big mistake I think you can make when launching into a new (to you) platform — neglecting to make friends there #contentchat
— Joanne Masterson (@attentiontips) April 16, 2018
Emerging Social Media Mistake #5: Not posting consistently.
A5: Biggest mistake when launching your brand on a social platform? Not posting consistently. #contentchat
— Michelle Garrett (@PRisUs) April 16, 2018
A5 Posting just to post, over/ under posting. Adding 20 hashtags just because. #ContentChat pic.twitter.com/2wQMqNzFph
— Annoyin’ Observer (@SirKingofGifs) April 16, 2018
Q6: What metrics should I track to understand if a new social platform is worth the time I’m spending on it versus the social channels we already are using?
Engagement is a key metric for measuring the success of an emerging social platform.
A6. Engagement such as shares, likes, follows and comments as well as clicks on your links. The goal is to drive traffic and increase interest in your brand. If the new platform isn’t doing that, it may not be worth the time. #ContentChat
— SourceMedia (@SourceMediaCo) April 16, 2018
A6. Engagement and organic impressions. It can be difficult when you’re starting a brand new social media account to see if it’s effective. But community is always important no matter where you go on the internet #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) April 16, 2018
A6: Engagement! Again, social media is social. If people dont’ feel compelled to share, interact and offer their feedback the chances of conversion on your material is low. If engagement is down, either the platform is wrong, or the writing is lackluster. #ContentChat
— Kristina Markos (@KVMarkos) April 16, 2018
Identify key performance indicators 9KPIs) that map back to your business goals.
A6 What metrics are important to your business? Is that new platform helping you reach your primary objectives? It should either lead to growing your audience or reinforce the bond with its customers. If it does 1 or both, then it is worth the marketing effort. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A6: My answer here follows my answer from the previous question – what you track/measure needs to line up with what you’re trying to accomplish through your presence on the channel. Understanding how to measure it should be something evaluated before diving in. #contentchat
— Derek Pillie (@dpillie) April 16, 2018
A6 Depends on the platform and the goals you have set
Post: Reach, Impressions, Engagement Rate
Website goals: Clicks
Videos: 3 second, 15 sec, 30 sec, Full video views
Selling something: Conversion rate#ContentChat pic.twitter.com/e0YzbgjD8z— Annoyin’ Observer (@SirKingofGifs) April 16, 2018
Q7: There are so many G+ brand profiles with tumbleweeds blowing across them. What’s the right way to sign off on a social platform you’re not going to use again?
Share a farewell post and point them to active social channels.
A7. Create a post that links to social platforms that your #brand is active on. Make it known that you will not be using the platform going forward, and that your audiences can follow along on your other channels. #ContentChat
— SourceMedia (@SourceMediaCo) April 16, 2018
A7/1 The issue with G+ is that many brands were forced to sign up for the platform to manage their YouTube channel. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A7/2 As you can imagine, this is not the best way to engage new users! If you are on a platform that you do not intend to use for a while, simply clarify that with a post on that said profile and invite users to follow you where you are indeed active. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A7 This is where people who are trying to connect want to know you can be reached on platforms of preference but if you increase interaction on 1 with instant responses that’s where audience will congregate & use other platforms as supplemental🤔 #ContentChat
— BrainBlender🤔🌐 (@BrainBlenderTec) April 16, 2018
Update the bio to note the account is inactive or even delete the profile if you’re never going back.
A7: Two possibilities: Either change the bio to state that the account is no longer active and leave it, or delete it all together. Don’t just abandon it without some kind of closure. #ContentChat
— Caitlin Kinser (@caitlinmarie89) April 16, 2018
Don’t diss the platform on your way out. it may not be the right fit for your brand, but it still may have value for your brand fans.
A7: With grace. Even notifying followers with a last post of when the company is shutting off the channel and where else to follow in the future #ContentChat
— Jennifer Yee (@jnnfryee) April 16, 2018
Q8: What are some resources for keeping up with the latest + greatest emerging social media channels?
A8/1 Haaa time for some shameless self promo here! @WeRSM of course! Subscribe to our NL and you will get all the latest social media stories, opinions and trends every morning! #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A8/2 Other than that, check our what kids do, which platforms they are on, because these might be the big hits of tomorrow. #contentchat
— Geoff D. 😎 (@Geoffdx) April 16, 2018
A8: Teach college classes! Kidding, sort of. My students help me understand what the next gen finds interesting and where they choose to communicate those thoughts. The future is with the youth. #ContentChat
— Kristina Markos (@KVMarkos) April 16, 2018
A8 Best resource is starting with a conversation as your audience is 1000 points of contact & will tell if something new is out then there is tech news as often after Alpha testing then adopters are sought 🌐🤔 #ContentChat
— BrainBlender🤔🌐 (@BrainBlenderTec) April 16, 2018
A8 publications and blogs such as @TechCrunch @SproutSocial @buffer @socialmedia2day @hootsuite #ContentChat pic.twitter.com/xAmvsrvH3X
— Annoyin’ Observer (@SirKingofGifs) April 16, 2018
A8 1/2 I’m a big fan of @SMMWConference -they have great newsletters and info on their social media channels (b/c their writers are real practitioners!) Also, following a variety of people who work in social, talking with them, and see what they are using and why. #contentchat
— Christina Hager (@ChristinaMHager) April 16, 2018
A8: To keep informed of the latest and greatest social platforms, join @SlackHQ channels dedicated to social and marketing like those by @SproutSocial @buffer @OnlineGeniuses #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 16, 2018
2/2 Don’t be afraid to engage in conversation–a lot of social media leaders are pretty great at communicating, and love to help! (plus, they are mostly all forward facing and easy to get ahold of!#Contentchat
— Christina Hager (@ChristinaMHager) April 16, 2018
A8 I also belong to the Social Media Club @smckc in my city. It’s a great way to connect with people, learn new strategies and platforms, etc. #ContentChat #socialmediatips #socailmediamarketing #socialmediamanager
— Christina Hager (@ChristinaMHager) April 16, 2018
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