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Social Media Strategy – Keeping Things Where They Belong

The most common notion of social media is that you have to be “everywhere” and that your stuff has to be all over the place. This is what I often hear when I talk to people about social media strategy.

Not so people…

When you think about your social media strategy you have to first know yourself and your business (and you’d be surprised how many people *think* they know their own business, but don’t), you have to know your competitors and your audience (where they are, when, why and how) and then set objectives that are measurable and that make sense.

People or companies that open multiple profiles on multiple channels only to have them empty, because they can’t produce enough content for all, or to have every piece of content pasted over all channels at the same time in the same wording… give off the impression of desperate acts to create a “presence”, to brand themselves.


Simple rules of thumb:

✅ Separate personal and business profiles.
✅ Create only channels that are relevant to your business and that you are positive you can maintain (i.e create and curate content)
✅ Don’t share the same content to all channels at the same time – timing and wording should be tailored to each channel.
✅ Proofread!
✅ Some things are not meant to be shared! Business materials are not marketing materials and vice versa.

If you think that just pouring (any) content into your social media channels makes you a thought leader and an expert – think again.

You might be causing real damage to your company by professional misconduct, sharing confidential or proprietary information (like your pitch deck for example), or simply sharing the wrong type of content for the channel.

Marketing has to be learned and practiced. Online Marketing has to be learned and practiced and then re-learned and re-practiced because it changes almost daily. The “light finger on the trigger” (or the “share” button) policy is dangerous. Pause and think before you act…

Elinor Cohenhttp://www.engstr.com/
ELINOR is an Engagement Strategist (a combo of Community Management, Content Marketing, Online Marketing and Social PR), dedicated to helping brands grow, evolve and engage. Focused on the Human aspect of anything and everything around us and remembering that all business is done with and between people, She works with brands to help them evolve and transition from the narrow B2B or B2C approaches to the broader B2P. Elinor also trains Executives in Social Media and Personal branding and the future generation of Engagement Strategists. She is currently operating from the world’s innovation hub – Israel, the Start-up nation – working globally with clients from around the world.

3 COMMENTS

  1. You are so right! When I think of being all over social media I think of the analogy of spreading yourself too thin. Just like you can’t be all over the place with your goals and vision for your business you also cannot be all over the place with your social media. Perform your due diligence and decide which two or three channels including email make the most sense and lead to higher conversion. I hope your audience pays attention.

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