If business owners could go to therapy with social media, we would.
Your needs are constantly changing. Sometimes, you give us the highest of highs, and sometimes, we’re just confused. Social media is still a game-changer for most brands, but I’ve noticed that there are some unrealistic expectations.
I often need a reminder myself of how to work smarter, not harder, so here is a reminder of what it takes to grow on social and how to manage expectations:
🍋 You have to put the time in. I loved how Erika shared her LinkedIn strategy and what it took for her to be a major player on LinkedIn. But the truth is that I don’t have the capacity for that. My social is still very much a working part of my marketing machine, but I won’t expect 70k followers when I know I can’t put in the time she can. So mitigate your expectations for what you can put in.
🍋 You need to audit your pages regularly. Because social media is constantly changing, you need to keep tabs on what everyone else is doing, how the platform is changing, and what content of yours is performing the best. Then, lean the heck into what’s working.
🍋 Just because something works for someone else doesn’t mean it’s right for you. It’s a bit of a gut punch to see a peer or competitor crushing it on Instagram and not know why it seems to fall flat for you. I remember one client saying that Instagram had never worked but that Pinterest always worked so well for them. Yes! That’s amazing! Lean the heck into what works for you—which depends on your brand, your audience, and how you create content.
🍋 You’re too focused on what social should do for you. The number one problem that I see with brands on social media is that they are too focused on what they want their audience to know—where to buy, what their ingredients are, etc. Remember that you’re there to entertain, inform, or inspire. Basically, offer value through your brand, and your products are a part of that! But no one wants to be sold to constantly.
Remember that social media is about testing and pivoting; there are ebbs and flows.