Social Media: A Fast-Paced World
Fitzpatrick made note that social media trends are everchanging. While Google Hangouts and Blab were the “it” platforms a hot minute ago, new technologies are coming in waves. And if social is changing, so is strategy.
With so many outlets of communication, it’s hard to be on them all. Fitzpatrick suggests dedicating time to the ones best for your brand. Specialization in social is becoming more and more important.
Social Media Strategy Checklist
Business goals and objectives are a must (ex: sell a book, get people to attend a webinar), but don’t forget the “day-to-day stuff” — finding content that interests your audience.
Fitzpatrick brings up Snapchat, one of the hardest apps to quantify success on, yet one of the most effective devices to tell a story. Brands who took the leap of faith and hired agencies or influencers to come up with creative ways to use the app truly benefitted. You can’t outsource or automate creativity.
Visual Content and You
It was once enough to be successful with really great content, but now really great visuals are just as, if not more, important. But don’t worry, you don’t need to be a Photoshop expert, Fitzpatrick says. Here are her suggestions instead:
- Canva – The most beautiful site you will ever lay eyes upon. Create visual content easily while maintaining amazing quality. Recently, Canva created a mobile app too! Yay for on-the-go creativity!
- Spark by Adobe – Fitzpatrick claims this is easier to use than Canva. Shocked, I know. There is also a mobile app for Spark! 😍 Only negative: as of right now, you can’t use customized colors.
**Disclaimer: Don’t forget to ALWAYS pay attention to the visuals you’re using. Make sure you can use them for commercial purposes (if that’s your intention) and keep in mind Creative Commons licenses and copyright laws!**
Brand Ambassadors vs. Brand Evangelists
Fitzpatrick mentions Guy Kawasaki, who is a Brand Evangelist for Canva. Evangelists, like Kawasaki, network and connect brands (like Canva) with more people.
Brand Ambassadors, such as Kim Kardashian or Selena Gomez, promote the use of certain products or brands. In fact, the most liked photo on Instagram (as of right now, at least) is Selena Gomez’s photo where she is holding a glass bottle of Coca-Cola — which is a sponsored ad.
While celebrities like Selena Gomez are at the highest level of Brand Ambassadorship, there are people with 5,000 to 50,000 followers who Fitzpatrick calls micro-influencers. Research shows that these users have more engaged audiences. Big is not always better, and authenticity is key.
How Brands Find Partners
So you want to be a Brand Ambassador? Here are a couple of things brands look for before DM-ing you:
- Instagram feed on fleek.
- Interesting organic content.
- An engaged comment feed.
- An established LinkedIn page (yes, they still want to know that you’re professional.
Breaking Through Algorithms
Algorithms make it difficult for brands to get noticed. Here’s how to beat the system:
- Post great content.
- Be consistent.
- Engagement is more important than ever. Respond to comments and comment on others’ posts.
- The algorithms are sneaky, but you can figure them out. Sharing > Commenting > Liking. The more you engage, the more your content becomes relevant.
Advice for the Future Social Media Managers
Here’s what you need to have if you want to work for Fitzpatrick and/or Buyer:
- Ability to work under pressure/deadline.
- Grammar, spelling, and accuracy on point.
- Staying up on pop culture/trends.
- Effort. Social media is fun, but it’s a lot of hard work.
- Naturally social. Balance of thick skin and friendliness.
- Having an *extra special* marketable skill, like experience with design or video editing, is always encouraged.
- Versatility in all channels, but specialization in one.
- Bonus points if it’s a platform many business don’t understand, like Snapchat.
Speaking of Snapchat…
Peg Fitzpatrick and Lisa Buyer’s Favorite Brands on Snapchat.
- Lisa Buyer: Warby Parker
- Peg Fitzpatrick: All brands in the Discover section, like Cosmopolitan. The ever fresh content or tools like Bitmoji keep her captivated.
5 ways you can connect with social media pro Peg Fitzpatrick:
- Join her on Facebook for her “Thanks a Latte” Q&A sessions every Friday
Want to learn more about The Art of Social Media authors Peg Fitzpatrick and Guy Kawasaki? Check out this interview they did.
Image Source: Peg Fitzpatrick Twitter