• Does your brand need social media anyway?

    Does your brand need social media anyway?

    What would your business be like if you didn’t use social media?

    Big brands such as Tesla, Playboy, Mozilla and Sonos recently left Facebook amid the Cambridge Analytica fiasco. Theoretically, these companies made a moral choice about Facebook’s misuse of data and the potential exploitation of the platform.

    But maybe they just realised they don’t actually need social media all that much.

    This is something to consider: maybe social media isn’t for you. Or your business. It’s right for a lot of businesses, but not all. Some businesses don’t require it, so be honest with yourself: What would your business be like if you didn’t use social media?

    Social media can be a great tool for small businesses and single traders who are in a position to really connect with their fans in a content-directed way. However, larger companies that have no desire or use for creative content might not need it at all.

    After all, a lot of big brands’ social media accounts only exist to have some online presence and to field a deluge of complaints every day. It must be a relief for these #deletefacebook companies to not have to deal with that anymore.

    And since Facebook decided in December 2017 that it was reverting to a more friend-focused model, maybe the Cambridge Analytica scandal could not have come at a better time for brands finding their reach and engagement levels way down.

    Harkening back

    So, some brands can get away with removing Facebook altogether — and maybe their other social accounts too. That’s still a little drastic for most companies though. But it does provide a good launching pad for thinking about other avenues that brands can be too blinded by social to consider.

    With Facebook’s recent changes to how business accounts to operate, we’re seeing a move to an older form of internet marketing, more linking back to owned assets like websites and direct marketing in the form of email newsletters, still one of the more reliable formats in terms of conversions.

    At one point, Facebook was great for levelling the playing field between the big guys and the little guys. For better or worse, it flattened everything out, gave every company a clean design. It made it hard to tell who was a big player and who was just a pretender. It gave even the smallest of businesses a modicum of professionalism.

    However, now that the only way to get much benefit out of your business page is to pay for reach, all that hard work building an organic community or people for naught, some brands are deciding that it’s time to pack up and move things back to where you own everything and have control: your website, your email newsletter, events, your other social networks. Social as publishing

    Marketing beyond social

    Back in the days before social media, brands would actually have a marketing strategy other than Facebook. They had magazine ads — to its dying day, still a better branding tool than it was given credit for. They had outdoor advertising. They had event signage and point-of-sale. They had TVCs that were actually on TV. Then came social media, which people saw as a way to save lots of money and abandon all other marketing.

    At Hook Media, we’ve always thought about social media as just one channel to spread your business message and treated the actual content as the key what defines how your brand represents and defines itself. With a background in publishing, we like to think of it as another kind of publication, albeit one with content all broken up rather than combined in one package, like a magazine.

    So if one platform isn’t working anymore, that’s not the end of the world. That’s just a new opportunity to change tactics and come at it from a different angle. It’s the brands who are still trying to play the same old numbers game that will suffer.

    The recent upheavals with Mark Zuckerberg’s platform just serve to illustrate once again that it’s still a good idea to have a media strategy aside from social.

    Social media isn’t dead — there are other options besides Facebook, after all. But you might not need to place as much importance on it. It’s just one weapon in your arsenal.

    It’s just too bad everyone already abandoned the magazines.

    If you need communications advice, don’t hesitate to get in touch.

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  • One simple social media concept many people get wrong

    One simple social media concept many people get wrong — and how to get it right

    These days, many people have a social media business page that is a separate entity from their regular, personal profile. Unfortunately, all too many of them don’t understand the distinction between the two — and nowhere is this more prevalent than in the fitness industry.

    In the current social media landscape, most athletes have to operate as their own brands, even those with sponsorships. Maintaining a professional and effective brand should be job number one for fitness industry personalities.

    However, what you’ll often see is so-and-so professional or semi-professional athlete sharing what might seem like benign memes and pictures (though also potentially inflammatory political rants or just plain bizarre non-sequiturs) that make that athlete’s fans wonder why they follow your page in the first place. Even if they’re entertained briefly, they’re losing the sense of what the athlete represents.

    Think about it this way: imagine a car company doing that. Imagine Honda, in between sharing its new model roll-out, posting that viral video of the sloth trying to cross a busy road. Funny, right? Professional? Not so much. Even if you wouldn’t be offended or upset, you’d probably just be put off by the plain weirdness of it. You might even stop taking the company less seriously. One thing’s for sure: you might think twice before purchasing something from them.

    There have been cases of high profile athletes losing sponsorships because of inappropriate content posted online on their business pages.

    You might think you would know better than to do something stupid like that and risk your employment but you never know a) what will offend your audience and b) what unintended effects your posts might have.

    So, what is the one simple social media concept many people get wrong? Your business page is, now get ready for this…for business.

    As an athlete with a business page, you have to work out how you’re going to present yourself online as a business. Decide early and have rules about what is appropriate content — this isn’t about scolding you for what you shouldn’t do, it’s thinking about what your followers will not only expect but WANT from someone like you.

    If you’re a bodybuilder selling personal training spots or training programs, your social media content should be in the realm of instructional videos and exercise tips. That’s why people follow you, right? That’s where your money will come from. So, why sabotage that with material that is (get ready, I’m about to use a buzzword) off-brand?

    Similarly, if you’re a company that sponsors athletes, give them clear guidelines on what they can and cannot be posting on their business page. If they’re a bit of a hothead or a big mouth, maybe suggest they keep their personal page set to private so it doesn’t impact on your business. In fact, everyone should do this anyway.

    Remember: the internet is written in permanent ink.

    After all, if you really want to post memes and dumb joke, that’s fine. That’s what your personal page is for. Seriously, it’s not that hard to set your privacy settings so only your Friends can see what you post.

    TL; DR? Don’t post dumb stuff to your Facebook business page. Save that for your personal page.

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