There’s an old wives’ tale that states magpies are attracted to shiny objects, and will even steal your fine jewels if given half a chance! It’s natural to be attracted to glittery things. Shiny objects sparkle and gleam, and definitely catch one’s eye. But, this same appeal is exactly what makes social media shiny objects so attractive, and yet so dangerous.
Social Media Shiny Objects
Hey, we’re all the same. And it’s very tempting to get caught up in the hype and excitement that follows a new product launch, or the latest social media platform release or update. “We can’t compete without it!” “It’s turning the digital marketing world on its head!!” Right? Wrong.
Trust me on this: if you don’t jump on every bandwagon that comes along, the world isn’t going to end. And you certainly shouldn’t embrace the next big thing or tweak your current social media marketing strategies without doing some research.
The Golden Rule: Know Your Audience
The social media ecosystem is rife with Social Media Shiny Objects Syndrome. Each time a new social media platform launches, or a new feature comes out within a current platform, we feel like we need to start using it right away.
Is Facebook prioritizing Stories? Are they testing a new desktop option? Well, your customers might not give a hoot about Facebook Stories, let alone Snapchat! Instead, press pause, and dig deeper into your analytics or do a thorough review of your audience personas. Does this particular social media shiny object fit?
And the strategies that work incredibly well for your competitors might result in zero ROI for you. Your blog posts on LinkedIn Pulse might be doing nothing to reach your audience. Are they even on LinkedIn? Plus, while it’s always a good idea to claim your Twitter real estate, and to follow the latest updates and changes there, Twitter might not be your brand’s best social outlet.
Take the Time to Look Before You Jump
You need to understand your audience first before you assume that a social media platform is right for your business and social community. Then determine which features within that platform to focus on, because if you focus on the wrong strategies you will waste time with very little return. And social media is only effective when it’s done right.
Take these steps before you get swept up in social media shiny objects hype:
- Research your audience to find out where they spend their time.
- Snoop (nicely!) on your competitors to see what is/isn’t working for them.
- Audit your current presence on each platform.
- Review metrics on each of your social media accounts regularly.
- Determine which posts on which platforms get the most engagement, i.e. video posts, branded graphics, curated content, special offers, questions, polls, etc.
I’m definitely not saying you should keep your head in the sand and not care about the latest social media shiny objects. The latest new thing might be just what your company has been waiting for!
Just don’t feel pressured to jump before doing your research. Also, don’t be the magpie. Because there’s another old adage that is definitely true: All that glitters is definitely NOT gold.
What are your thoughts on social media shiny objects? Are you overwhelmed by the never ending new digital things? If not, how do you keep yourself from jumping on those bandwagons? Drop your comments below and let’s chat.