I remember the day millions of users — myself included — packed our former “Digital Town Square” bags and moved onto Threads. This exodus was largely spurred by X (formerly Twitter) changing hands to its present owner, Elon Musk, whose leadership meant much different, and at times volatile, content on the platform. (“Fewer People Using Elon Musk’s X as It Struggles to Keep Users,” NBCNews.com, March 22, 2024) X isn’t the only social media platform that found itself impacted by a shift in user base. According to Pew Research, only a third of U.S. teens now use Meta’s Facebook compared to 71% in 2014. (Katherine Schaeffer, “5 Facts about How Americans Use Facebook, Two Decades after Its Launch,” Pew Research Center, February 2, 2024) And if the impending U.S. TikTok Ban passes in the Senate, it could mean American users, influencers and companies will flock to different platforms for their bit-sized cat video fix or to sell their new “magic” debloating pills.
For businesses, social media has a huge impact on cultivating brand awareness, and, with the social media industry rapidly evolving, some brands may find themselves stuck when a platform they’ve worked hard to build a name on suddenly sees a seismic shift in its audience and content or, worse, dissolves entirely. That said, let’s look at some of the ways companies can get the most out of promoting or advertising their organizations on social media without losing out on critical ad dollars or audience engagement if and when users move onto new social media horizons.
Do the necessary research. Whether it’s because a company profile has a high social following or a business already committed to thousands in planned digital ad dollars, having a social media platform quickly go from millions of users to kaput overnight can be devastating for a brand. That’s why businesses should do their research out of the gate. Be aware of the headlines. Keep a tab on what people are saying and thinking online. This will help inform whether it’s worth it to stay or move on from a social media platform. Businesses need to know all the stakes before making a decision that could cost them money, time and notoriety.
Assess all the options. After the research stage, it’s important to look at all the options. Is it necessary to start building the company’s following elsewhere? Are there ways to avoid wasting time and money? Is there a path to leverage the situation and boost brand awareness, such as a PR stunt or speaking to the press about the issue? Knowing what is or isn’t plausible can offer a better idea of what the best steps forward look like.
Develop a plan for every scenario. Once all the options are on the table, construct plans for each one. Businesses should do their best to be prepared for potential brand crises that might come with a social media shift or, on the other hand, potential opportunities. Having a plan of attack will ensure a company is one step ahead.
Remain flexible. At the same time, not everything goes according to plan. Especially in social media, which is, arguably, a largely unpredictable industry whose success is often dependent on the actions and whims of users. That’s why it’s so crucial to be on top of what’s happening and ride the wave in a way that’s most beneficial to a specific brand. This also means allocating efforts wisely — businesses do not want to put all their eggs in one basket. Otherwise, a business might find itself empty-handed after an unexpected tumble.
Stay calm and carry on. Take a deep breath. There are a lot of elements that can’t be controlled with social media, but that doesn’t have to be a bad thing. Use these moments of transition as an avenue for opportunity, and don’t be stuck unprepared in a panic-driven frenzy with no idea of what’s going on. Try not to let the unknowns take over — remember, as long as a brand is prepared and aware of what’s happening, they’ll more than likely make it out the other side safely.
Living in a world dominated by the ups and downs of social media can be daunting, especially for businesses that are just trying to do their best to reach their audience. It doesn’t have to be scary, though. Successful brands are the ones that are one step ahead, ready for all the possibilities that could come their way. With a little optimism and a whole lot of foresight, any company can make it through the next big social media shift as a successful early adopter instead of getting left behind in the fallout.
Eric Yaverbaum, CEO of Ericho Communications, is a 43-year public relations veteran and communications expert currently working on the third edition of his industry-standard bestseller, Public Relations for Dummies, and is also the bestselling author of seven other books that include Leadership Secrets of the World’s Most Successful CEOs. He is a regular TV pundit, and his expert commentary has been featured inForbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC and PR Week, among others.
Did You Know: It’s estimated that social media ad spend generated through mobile platforms will total $255.8 billion by 2028 (“Social Media Advertising – Global: Market Forecast.” Statista. Accessed April 18, 2024)
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