Hands up who's confident about their social media strategy right now?

Hands up who's confident about their social media strategy right now?

I only ask because a lot of people are telling me they're really not.

Sookio has a lot of clients, we do a lot of networking, we're basically just nosy…which means we have conversations with lots of different people all the time.

We're continually taking the pulse of social media and seeing what shape it's in. And everyone is saying the same thing at the moment. What the hell should we be doing?

I mean it was easy in the early days. 

You get a page on Facebook, great. Ooh look, Twitter, let’s do that too. A little later – Instagram. Best get that video on YouTube! Everyone's saying Google+ is good for SEO, so oh go on then. Oh, it’s folded. Pinterest! This is fun….

...and on it goes until before you know it you’ve got dozens of these communities to manage, with thousands of people in them, and you've totally lost sight of the big fat WHY behind it.

For those in the startup space, it’s a little easier because you have less of this weighing up to do.

You just pick a couple of platforms – let’s say LinkedIn for the B2B element, Instagram to show the human side, and YouTube for some explainer videos. And off you go. Twitter would have been an obvious choice. But now Elon Musk is driving people away, with no sign of appealing to a younger crowd who could move in to make up the numbers.

Mastodon, Threads, Bluesky...well, no one's really there in big enough numbers to make it worth your while adapting your marketing strategy to suit.

So what SHOULD you do with your social media?

As I explained in yesterday's talk at Mantle Space Ltd 's launch of their shiny new workspace, 95 Regent Street, everything needs to go back to your core values and business goals. And social media is just one part of your marketing toolkit.

So here's what will pay dividends in 2024.

  1. Refocus on your website. You own the domain; no one’s going to nick it off you. When did you last update it? Run an SEO audit and check you’re using the right keywords to attract the right people? Create a lead generation piece to download?  
  2. Build your email marketing list. Again, no one can take this off you, and your messages go straight into the inbox – boom.  
  3. Get more active on LinkedIn. My goodness have they benefited from all the other platforms being in turmoil. It’s sizzling right now! As much as LinkedIn can sizzle.  
  4. Create quality video content that can be embedded on your website, played at the start of pitches and events, and placed on YouTube, the second biggest search engine.  
  5. Prune. Cull. Scale things back. Before you start that TikTok account in a panic, really think: is this where our audience is? You could be spending those resources on a targeted, paid ad campaign rather than slowly building yet another community from scratch.  
  6. Measure everything. Over a long period of time. And don’t forget to actually look at the data and act upon what it's telling you.  
  7. Yes, use AI. But as a prompt, as an ideas generator. Your true authentic voice should shine through, whatever the platform. 

Want to talk any of this through? We’re here if you want to bat ideas around to knock your social media into shape for 2024. Cries for help also welcome.  


Now is a good time to


Curiosity, sparked

Delight: We love Fiat’s No More Grey campaign, which featured the CEO being dunked in a massive vat of orange paint. Read about it on the blog.

Visit: Email is D̶e̶a̶d̶! Or so says a new exhibition at the Design Museum which Olha Havrina loved exploring.

Learn: We hosted a brilliant event with Innovate UK East about communicating your complex innovation. Would you like the handy tips sheet? Reply back and it shall be yours!

Dan Ince

I help ambitious B2Bs stand out on LinkedIn | BrandWorks Social | Labrador lover 🐾

1y

100% with you on this Sue Keogh..focus on owned assets first, then social media - not everywhere, just where your audience hang out!

Shane o'Doherty

Founder of GRAFT. Motion marketing obsessed. All brands deserve HYPE content -> I make it happen.

1y

great read Sue, lots of food for thought!

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