What’s up everyone! Welcome back to Stronger Social, the cheat code for social media professionals. I hope you’re all having a great week. Today’s issue is a fun one, as I’ll be offering a new and unique perspective on how you can attack and view social. Buckle up and let’s get started.
In this issue, we will go over the following:
Why you should stop making posts and what you should do instead
What stopped my scroll: The Houston Texans dropped some 🔥
Social Pro Spotlight: Bryce Betts discusses advanced social insights & interpretation
5 hot social job opportunities that you should check out
Let’s go.
-Sam
Stop making posts? I know. I get it. That’s quite a hook. But as social media professionals, aren’t we supposed to post?
Like it’s our job.
What are you talking about Sam?
Gif by thelonelyisland on Giphy
Well…let me explain.
As social media professionals, I believe we should be investing less time in creating individual posts and more time into creating brand moments, experiences, and campaigns. Then individual ‘social posts’ are just deliverables, outputs, and components of those moments, experiences, and campaigns.
Think about it…
Individual posts are forgotten, are on individual islands.
Moments, experiences, and campaigns are cross functional and have multiple touch points for consumers. A moment, experience, and campaign gives your social posts more intention, structure, and cross-functional support. It allows your “big” posts to become even bigger because it has more support and intention.
Here’s a scenario.
The 4th of July is slowly approaching and your manager tasked you with coming up with a post to capitalize on the moment. Here are two options you could pursue 👇
Option #1: You make a post
Your brand posts a 4th of July post on the 4th - embedded within red, white, and blue. Maybe this is a carousel concept that encourages consumers to swipe across and increases time spent on the post.
Option #2: You make a brand moment, experience, or campaign
Social: On the 4th of July you run a ‘red, white, and blue’ social giveaway in collaboration with another brand so you maximize exposure and awareness.
DTC: You work with your brand or DTC team to set up a 24-hour flash sale to celebrate the 4th. This is highly strategic because you just drove mass awareness through the giveaway - and consumers are funneled to your website via Instagram stories
Creators: You brief 2-5 creators or brand ambassadors to create social content for their social channels. These can then be amplified by resharing on the brand page via Instagram stories.
Paid Media: To amplify this campaign and drive mass impact and reach - you can implement some aided organic boosting. Let’s say you throw some $$$ behind the creator posts to drive mass awareness and give it a boost.
Do you see the difference? One is a post. One is a campaign and experience.
A post is great.
But the campaign will deliver way better results.
So instead of looking to fill up your social calendar with posts, you should be looking to fill up your social calendar with moments, experiences, and campaigns. These can be tied back to brand programming, or they can be pure social-first initiatives.
I promise this will be a game changer.
Try it out and let me know how it goes.
WHAT STOPPED MY SCROLL
I’m a huge football nerd and I find myself constantly consuming NFL social content. I mean…it’s football season, who isn’t?! However this past week, this post from the Houston Texans stopped my scroll. Gifting tickets to fans is a proven and effective trend used by sports teams. However, they took this trend and added a challenge element to it - and gifted the first person who dapped the admin up. This is fun, adds more entertainment, and entices users to stay till the end - which increased watch time.
Then not to mention, this spot excels in stopping the scroll due to the unique POV and text-overlay. Well done, Texans. While we’re at it, thanks for beating my Steelers as well 😅
SOCIAL PRO SHOUTOUT
As social media professionals, we must be data-driven and inspired by data. Every post, interaction, and strategic implementation must be based on data. However, one thing your analytics can tell you is the distance between your peaks and spikes in performance. Bryce is an absolute legend and hits on this so well in this LinkedIn post. Make sure to go give Bryce a follow on LinkedIn!
SOCIAL OPPS
If you’re on the job hunt and exploring new Social Media Opportunities, here are some roles to check out.
✌️ KBYG (Know Before You Go)
Before you go…here are a few quick hitters for you! We’ve got a new Instagram update and a few reminders.
📲 Scale content creation asap 👀 I’d highly recommend checking out Slate - the content creation tool made for social teams. Slate is also used by some of the biggest brands in the world and has been a game changer for me in designing social content. Learn more and book a demo here!
✍️ Want to get featured? Have you scrolled across LinkedIn and really liked a a post about social media that deserves more hype and attention? You can submit it here for a chance to be featured in the next social pro shoutout.
📲 View the archive! Catch up on previous issues here and learn developing high-performing social strategies, social media lessons/insights, and social media career coaching tips.
🤔 Got a topic that you want to see addressed in a future issue?If so, respond to this email and let me know.
Sam Wells
Thanks for reading and hope you have a great week!
Follow me on LinkedIn here
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