One of the biggest misconceptions when it comes to social media is that, in order to achieve your brand’s full potential, you need to be active everywhere, all the time. As new social media platforms pop up on what feels like a yearly basis, brands are left questioning whether they should create an account to capitalize on new territory. But without taking a hard look at a few key factors, seeking to be omnipresent on social media can actually be one of the biggest recipes for failure.
At Social Media Week New York earlier this year, Falcon.io’s senior strategist, Casper Vahlgren, referenced Reebok’s 2012 Facebook strategy as an example of how easily brands can go overboard with the number of accounts they have.
Almost a decade ago, the footwear and clothing company had a whopping 616 Facebook pages under its brand name. Not only was this approach putting a strain on the social team in charge of these accounts, but it was also confusing for consumers as well.
While this example may be extreme, it reveals to how all businesses have the potential to fall into the same social media black hole. The focus, instead, Vahlgren says, should be on long-term brand building.
“You don’t necessarily need to shut down profiles,” he says. “Just make a strategic choice around where to allocate resources.”
Setting realistic expectations around bandwidth and budget is an important first step and one that Alec Johnson, social media analyst for TikTok, touched on in his Meetup at Social Media Week Los Angeles in June.
Some brands have the capacity to assign one person (or even a team of people) to manage a single social account, while other brands may not have the same luxury. But that’s not to say a team can’t see some sizable organic growth with little to no budget — a feat that starts with knowing how to prioritize.
When investing money into social media is not a possibility, investing time into the right channels is the next best option. Having three strong profiles where your audience is most active is a million times better than having 10 different accounts that are inconsistent and lacking character.
The next step is to analyze and identify opportunities for growth (or lack thereof) to make an informed decision on when to create or and when to deactivate a social media account.
Coco-Cola took the latter approach, after data revealed that half of its 400 brands accounted for just two percent of its total revenue. CEO James Quincey decided it was time to cut back, and in doing so, Coca-Cola was able “bring stronger innovation to the table.”
Jessica is the Chief Digital Editor for CT Lab Global Media, the North American platform for IFA Berlin.