Social media budgets are on the line in 2023 as executives demand results, according to new research from Hootsuite. But after yet another turbulent year for brand communities, what does success look like on social media? And how can marketers use social in new ways to drive meaningful results?
In this #ContentChat recap, Brandie McCallum (@LttleWys), a writer and digital marketer, and the community discuss how social media can improve your content marketing strategy, including lessons from the past three years to help you use social to your fullest advantage. Read the full recap below to learn:
- Ways to stand out on social with video
- How to measure your results on social media
- Tips for identifying your opportunities on social
Q1: Given the turbulence of 2022, what are you recommending your clients do with social media in 2023?
Excluding Twitter, Brandie is recommending that her clients stay their course and use social media to collect emails, drive traffic, and engage their communities.
A1: With the exception of Twitter, I am keeping reccos the same. Use social to collect emails, drive traffic to websites & chat with your community!
#ContentChat— Brandie McCallum (@lttlewys) December 5, 2022
A1: I am reserving judgment on Twitter, I have a core group, that still chats and my bestie @KellyInPhoenix keeping me up on Football, otherwise meh! #ContentChat
— Brandie McCallum (@lttlewys) December 5, 2022
I’m always surprised when marketers don’t have clickthroughs on links to owned content as a KPI for their social media programs. It can be such an effective traffic driver.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022
I’m shocked. It amazes me that people don’t think it through, they spend thousands on a website and don’t maximize #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022
Right?! And if you are #B2B, in particular, driving clickthroughs to your content from buyers who are in the market is one of the most valuable actions social media can drive for you!#ContentChat pic.twitter.com/hnZ0DoGeTv
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022
Lets not forget how it factors into the KPI’s of your budget and the C-Suite! #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022
Review your 2022 social media data to understand what kind of content and which topics you should prioritize in 2023.
A1a: If you haven’t already done so, now is a perfect time to look at your social media data from 2022. What kind of content and which topics got the most engagement on which platforms? Use this information to adjust your 2023 social media mix.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022
This is a must do! Especially if you don’t do it consistently. Don’t forget to change those passwords and check those bios!! #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022
Conduct social listening—here are eight steps to do so—to identify new communities and platforms that you should explore.
A1b: Next, take a look at what you’ve earned from your social listening. Are there new communities and platforms where your best customers are talking about you or the benefits you deliver? COnsider adding one or more of those platforms to your experiments list.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022
Remember: The new year is a chance for new beginnings. Be authentic, and use data to guide your strategy.
A1: Be authentic. 2023 is about new beginnings even for legacy brands.#ContentChat
— Sweepsify 🎈 (@Sweepsify_) December 5, 2022