Since social media is an ever-changing field, it is almost impossible to predict what might unfold on your social sites. Today’s social media marketer must go into every platform with an open and reactive mindset, meaning they have to be both exceptionally adaptive and most importantly, flexible. Here are some examples of times when a marketer must be flexible on social media and why:
Customer Service Issues: While most companies use social media campaigns to attract and retain customers, these platforms can become unexpected channels for resolving customer service issues. You may find that your Facebook page grows overnight and turns into a community where people come to discuss stories and tips for using your products and services. Don’t rule out any possibilities when it comes to your social media pages, and always be prepared to adjust your strategy and approach based on what people best respond to.
National Tragedies: Unexpected tragedies that shake up the human race worldwide undoubtedly occur, and brands must be prepared to have a reactive response. We believe that in most cases, the best response to a tragedy is to take a respectable pause from social media. You don’t want your message to be lost in the noise or worse, misconstrued as being insensitive. This is a crucial time when it pays to be flexible. Rescheduling your planned content likely won’t affect your brand, and it’s best to avoid possible PR issues.
Analytics Indicate a Change: Analytics are your friend when it comes to social media strategy. It’s important to be aware of changes in your numbers so that you can react accordingly. If your link clicks are down, video views don’t show promise or your community size isn’t where you want it to be, try taking a deeper look at your analytics to identify those areas of opportunity. More than likely, whatever your concerns are will be easy to fix if you just pay close attention. Flexibility is key to knowing what you should change and how you can adapt to your audience’s needs.
Whether you are just beginning your social media journey or you’ve been around the block, a flexible, adaptive social media strategy will allow you to react to whatever is thrown your way. The secret is having an open mind and most of all, a plan. Are you contemplating working with a social media agency to help you maintain flexibility? Ask yourself these questions before you do anything else!