There’s nothing more cliché yet truer than the saying, rules are made to be broken. After all, humans have the ability to think of their own accord.
In social media, this adage rings true. Most times, those who abandon the accepted social media marketing methods find success by bending the rules. With the changing digital marketing landscape, rules are bound to be broken sometimes.
In college, we learned a lot about marketing rules from books and saw how these rules work in the real world. However, when we were introduced to social media our perspective on marketing shifted. That’s where things got a bit shaky. If you’re a rogue marketer, there’s no surprise there. As brand and social media managers, how do we continue to work longer in this tricky and ever-evolving profession?
The answer: Learn the rules first before breaking them.
If you think breaking the rules can offset the risks, then that move might be all worth taking. Understanding how social media rules work can help you come up with strategies on how you can break them to your brand’s benefit.
Here are the 5 social media rules that are okay to break:
The Pareto Principle
While there’s no magic formula to market your brand and have your customers engaged on social media, the Pareto Principle or the 80/20 Rule have become the doctrine of social media marketers.
The 80/20 Rule for social media states that 80% of your social media posts should contain non-promotional content and 20% should be about your brand. After all, people are not on social media to be sold to.
It seems difficult to break this rule because you don’t want your audience to be bombarded with your pitches. However, if you plan on promoting your brand more, you might want to think hard on how to break this accepted rule first.
Find out the reason why your fans have followed you. Is it because of your informative content, brand information, or the way you establish yourself as a thought leader in the industry?
If you think you’re not promoting enough of your brand and are constantly creating non-branded content, then you might want to bend this rule a bit to get your message out there.
Thinking Twitter Isn’t a Social Network
Twitter has been dubbed as an information network rather than what it originally is made for: a social network. Since Twitter’s former VP of Engineering Michael Abbott made such notion back in 2011, people have thought this to be true.
However, many brands have turned to the opposite direction and used Twitter as a social network to engage their audience. If you value customer engagement more than impressions, then breaking this rule might be okay.
Ask yourself how you use Twitter on a daily basis. Are you using it to provide and gain information, or as a way to engage your customers?
Images Mean More Clicks and Engagement
We’ve always believed that content without images will never get the attention it deserves. After all, an image is worth a thousand words. One glimpse of it and you’ll have an idea what the content is all about.
But if you’re simply sharing images without a strong visual strategy, then all of your efforts will be for nothing.
Don’t just share any images out there. Ensure that what you are going to share will perform well enough. Ask yourself if static images will solely do, or if the addition of GIFs will enhance your strategy. An example for this is Cosmopolitan’s website where they include images and GIFs into their blog posts. It worked well for them, so maybe it can for you as well!
Publishing Timely Content
Having newsworthy content is all about publishing posts in a timely manner. The concept is also applicable on social media as people get on social networking sites to also make themselves informed about current events.
Although timeliness can be a factor to social media success, it may not always work owing to the fact that Facebook is constantly changing its algorithm. However, if you’re publishing evergreen content on Facebook, you’ll likely win in the organic search game.
Assess if your posts are timely or evergreen and evaluate their effectiveness based on engagement opportunities.
Branding Cohesiveness across All Channels
Ever since marketers have found out how powerful social media is in reinforcing brand recognition, they felt they had to be on every social networking site in existence. However, marketers have now been informed that each social platform has a different purpose and that one must use it strategically.
Ensure that before you break the rule of being cohesive across channels, you know too well how your company’s branding matches your chosen channels. Make sure that your branding makes sense when you use it on different channels. Lastly, ask yourself how many platforms you should be on instead of covering everything on the web.
If you don’t have any idea how to go about your branding strategy on social media, a virtual social media strategist might be the answer to that. We’ll help you find the right person for the job at a fraction of the cost local strategists in your area charge.
MVW will recruit and connect you with your perfect social media expert, be it a social media manager or a social media consultant. Are you ready to hire your new social right hand man today? We have Staffing-On-Demand and Full-time VA’s available. Our VAs can manage almost all social media platforms including, but not limited to, Facebook, LinkedIn, G+, Twitter & Pinterest.
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