The Best Ways To Use Social Media in Content Marketing

More than half the world’s inhabitants (58.4%) makes use of social media. And, on any given day, folks spend a mean of two hours and 27 minutes on the platforms, in response to research by Global WebIndex referenced by Smart Insights.

Given all these folks and all that point, there’s no likelihood manufacturers would ignore social media. And the specialists presenting at Content Marketing World 2022 (principally) agree they shouldn’t.

But, whereas the specialists give a powerful sure to collaborating in social media, their explanations of how greatest to make use of these platforms communicate volumes.

Explore these reasoned and nuanced approaches to social media to bolster (or justify altering) your social media methods.


Build your model

It’s vital to acknowledge social media because the brand-building device it’s somewhat than regard it solely as a revenue-generating channel.

It could be each, however not recognizing the relationship-building energy leads many firms to understaff and underinvest in it. That results in tepid outcomes, which results in much less funding, and so forth. Setting KPIs appropriately and utilizing the networks correctly can assist. – Jacqueline Baxter, senior digital strategist, DX, Sitecore

Communicate strategically

Social media is only a communication channel. There aren’t any compulsory channels for any type of advertising and marketing (together with content material advertising and marketing). There are simply channels higher or worse suited to help your communication technique. It all will depend on your technique. (Check out Apple’s social profiles!)

In content material advertising and marketing, owned media are better-suited channels over social media or “rented land” as a result of they permit for direct relationships with the viewers, first-party knowledge, and management over the communication. But nonetheless, social media – relying on the technique – could be helpful.

Strategy absence usually induces the should be in all places to calm the concern of lacking out: “I am not sure about strategy; therefore, I am not able to defend the decision of not using the channel.” If you can’t clearly reply why your model ought to or shouldn’t be on a given social media, that’s most certainly a technique formulation drawback. – Igor Bielobadek, digital advertising and marketing senior supervisor, Deloitte

If you can’t clearly answer why your brand should or should not be on a given #SocialMedia channel, that’s most likely a strategy formulation problem, says @igorbielo via @CMIContent. #CMWorld Click To Tweet

Develop followers

Yes, to social media for manufacturers so long as they’ve the mindset of being in the market of creating evangelists, not gross sales. But most (manufacturers) can’t get out of their very own method sufficient to attain that.” – Kate Bradley Chernis, co-founder and CEO, Lately

Invest with look after B2B and B2C

Social media has a lot much less affect on the shopping for choices in B2B than folks understand. It most likely additionally has rather more affect on shopping for choices in client classes than folks understand. – Michael Brenner, CEO, Marketing Insider Group

Join the conversations

Should manufacturers nonetheless be concerned in the every day dialog round widespread tradition? Ten thousand “heck yesses” and “hell yeahs,” please.

I used the time period “newsjacking” in 2012 and wrote a book about it, so this subject is near my coronary heart. It’s vital for manufacturers to first know what’s occurring. Then, they need to have interaction with their followers in a pure method on essentially the most applicable channels.

I need to have interaction with sure manufacturers and never others, so I get that cultural relevance’ is mission-critical. But each model ought to not less than have one channel the place they have interaction in a public dialog with followers. Do it and do it nicely. Find out what’s working and do extra of that. – Jon Burkhart, founder, TBC Global Limited

Every brand should engage with fans on at least one #SocialMedia channel, says @jonburkhart via @CMIContent. #CMWorld Click To Tweet

Prep a technique and disaster plan

Brands must have a stable social media technique and disaster communication plan. Not all manufacturers should be on social media, and types don’t must submit or touch upon all the things.

I see a number of “national day” posts from manufacturers attempting to shoehorn right into a trending hashtag. On International Women’s Day 2022, two girls created a bot that replied to manufacturers’ #InternationalWomensDay posts with publicly obtainable gender pay disparity particulars. Many manufacturers scrambled to react to the bot, inflicting extra harm.

Posts must align with the model, not with what’s trending. – Penny Gralewski, senior director, product and portfolio advertising and marketing, DataRobot 

Choose the appropriate ones

It’s important to associate with the appropriate social media networks for the appropriate causes to succeed in the appropriate audiences. – Michael Bordieri, senior content material options advisor, LinkedIn

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Create model connections

Individuals commonly change firms (as they modify jobs), which impacts the content material they create and submit. When the viewers is linked to the model, they’re extra more likely to keep linked when the individual behind the keyboard modifications. – Ruth Carter, evil genius, Geek Law Firm

Make it private

The folks behind the model ought to undoubtedly be on social media. Social media is about constructing a private relationship with the folks you comply with (and people who comply with you). It’s virtually unattainable to construct a relationship with a model.

So, ought to manufacturers be on social media? Only should you deal with the model’s social channel like a receptionist that factors you to the appropriate folks behind the model.” – Andrew Davis, writer and keynote speaker, Monumental Shift

Treat your brand’s #Social channels as the receptionist that points your audience to the people behind the brand, says @DrewDavisHere via @CMIContent. #CMWorld Click To Tweet

Be seen (strategically)

An absence on social media is noticeably suspicious. Brands must be strategic about the place and the way they have interaction. Social media continues to be a prime channel to construct and strengthen a neighborhood. – Jacquie Chakirelis, chief digital technique officer, Quest Digital/ Great Lakes Publishing

Get found

Brands ought to completely be on social media from an inventory standpoint. If somebody is trying to find your model on social media, you need to seem reputable by having what you are promoting knowledge updated. – Jane Marie Barnes, account supervisor, GPO

Brands should be on #SocialMedia from a listing standpoint to appear legitimate to searchers, says @the_mktg_jmb via @CMIContent. #CMWorld Click To Tweet

Do it for search

While I’m no social media professional, I view social media as vital for 2 causes: Google and hyperlinks. From an natural search perspective, a model’s social media posts nonetheless present up in conventional search outcomes. Google crawls these websites prefer it does some other. Link to your weblog and different on-site content material out of your social media accounts to extend the variety of backlinks (certainly one of Google’s many rating elements). – Haley Collins, director of operations and content material, GPO

Consider the platform

You can’t lump all of the platforms collectively and name it social media. Each platform has its personal intricacies, algorithm, and viewers. Look at what you’re attempting to attain, the place the viewers you need hangs out, after which attain them in a method they need to be reached. A Twitter advert on TikTook ain’t gonna work in any respect. – Meg Coffey, managing director, Coffey & Tea

Tailor to the channel

Social media is vital so long as the posts align with the aim, voice, and viewers of the person channels. Too usually, manufacturers submit the identical content material on LinkedIn as they do on Instagram. And the formal, business-like textual content applicable for the previous has all of the attraction of somebody’s mother or father descending the steps to the basement rec room to affix in the enjoyable on the latter. – Diane di Costanzo, chief content material officer, Foundry 360, Dotdash Meredith

Create separate methods

Focus on the platforms the place your viewers is – it’s not about being in all places. Create content material that respects every platform individually. There is not any such factor as a catch-all social media technique anymore. You want a TikTook technique, a Twitter technique, a Facebook technique, and so forth. – Amy Woods, founder and CEO, Content 10x

There’s no such thing as a catch-all #SocialMedia strategy anymore, says @content10x via @CMIContent. #CMWorld Click To Tweet

Be the place your consumers are

Your social media technique ought to comply with your purchaser. For B2B technical firms, analysis reveals YouTube, LinkedIn, and GitHub are go-to sources for data on expertise traits, how-to data, and networking. At the identical time, few engineers and technical consumers look to Twitter, Instagram, or Reddit for data.

As social channels proceed to morph, entrepreneurs ought to keep on prime of purchaser habits and continuously consider efficiency. – Wendy Covey, CEO and co-founder, TREW Marketing

Appreciate this caveat

Nearly all manufacturers must be on social media, however provided that they will successfully keep their presence at a stage that’s agreed on all through the group. For some, it’s a placeholder; for others, it’s a fixed aggressive marketing campaign and neighborhood administration automobile. Starting the latter however not sustaining it’s the primary factor to keep away from. – Jeff Coyle, co-founder, CSO, MarketMuse

Be human

Brands have to be genuine, human, emotional, and even susceptible. Social media is an effective way to humanize your model and have interaction in a two-way dialogue that builds belief and relationships.

Social media can also be an important communication channel for manufacturers championing the social points they care about, contributing to a dialog that improves their communities. – Mark Emond, president, Demand Spring

Tell tales

Brands ought to nonetheless be on social media, however folks don’t join with manufacturers. They join with tales and with folks. The model should inform tales that resonate, not simply deal with their merchandise. – Tim Schmoyer, founder/CEO, Video Creators

Be choosy and assume PR, too

Brands ought to completely be current and energetic on social media. The mistake is attempting to be energetic on each social media platform. That could be overwhelming and pointless. Where is your viewers spending time? Answer that query first, then make each effort to be energetic there. And by “active,” I don’t imply merely posting. Engage together with your followers. Answer questions. Participate in discussions.

Also, if a model needs to do a PR push, I all the time counsel ensuring their social media presence is updated. Reporters test that out when contemplating an organization to incorporate in a bit. If they discover you haven’t posted or engaged in six months (or longer), that’s a sign there will not be a lot occurring together with your model.

Also, for media relations functions, manufacturers must be energetic on Twitter. They can comply with journalists and media shops they’re in – and if these media shops cowl them, they will share the protection and tag the publication and the journalist. – Michelle Garrett, advisor, Garrett Public Relations

For #PR and media relations, follow relevant journalists and media outlets on @Twitter, says @PRisUs via @CMIContent. #CMWorld Click To Tweet

Help franchisees

Quality social media posts can breed loyalty and belief inside your buyer base. Plus, as a franchise model, it offers native franchise homeowners the chance to localize the message for his or her viewers. – Brittany Graff, senior director of selling, Painting with a Twist

Publish on one, hearken to all

Social media channels are nonetheless vital for a spread of content material advertising and marketing wants, together with content material distribution, neighborhood engagement, and aggressive insights. However, not each model has the sources or want to take a position in each social media channel.

Focus on posting on one or two major channels in your viewers and conduct social listening throughout all channels to seize insights your prospects share. A social media audit is a brilliant option to learn the way you carry out on any particular channel and set a technique to attain your objectives. – Erika Heald, founder, lead advisor, Erika Heald Marketing Consulting

Post on the one or two primary #SocialMedia channels your audience uses the most. But listen across all channels, says @SFerika via @CMIContent #CMWorld Click To Tweet

Do it higher

I’d like to see extra manufacturers personal conversations that matter, not mired in metrics of product nonsense. If you’re an organization that is aware of persons are nervous in regards to the recession and alter, speak about uncertainty and what which means. Talk about it overtly, actually, with humor.” – Kathy Klotz-Guest, founder, Keeping it Human

Make it drive time

Promote your content material on social media and drive viewers to the revealed content material in your web site. Also, have interaction immediately with their customers on social media, monitoring its channels and reacting to person questions and considerations. – Brian Piper, director of content material technique and evaluation, University of Rochester

Connect with prospects

Having a presence on Facebook, Twitter, or Instagram can present higher customer support and might create a neighborhood for the viewers. – Katie Tweedy, affiliate director of content material advertising and marketing and search engine optimisation, Collective Measures

Proceed intentionally and consider commonly

We’ll go away this dialogue with this concluding thought shared by Nancy Harhut, CCO, HBT Marketing: “If a brand once enjoyed success on social but now finds that their constituents have moved on, it may be time for the brand to do so, too.”

The takeaway from all this nice recommendation is straightforward: Stay on social media in case your viewers falls into the 58% of the world’s inhabitants who’re there.

But being there’s not sufficient. Your model higher have a technique that considers all of the roles social media performs in your group.


Cover picture by Joseph Kalinowski/Content Marketing Institute