What a year it’s been.
Over the last nine months, social media leaders have dealt with a global pandemic, natural disasters, social uprisings and a contentious general election. With people spending more time on social media because they’re stuck at home, social teams are also under pressure to be always on. Many social media marketing leaders also had to scrap their original strategies because they were no longer relevant or appeared inconsiderate. In short, 2020 was a year most of us would like to forget.
But for all the ups and downs it brought, 2020 was also a (albeit, at times, stressful) growth opportunity for social media leaders. And the social media lessons learned can be applied toward future strategies in a post-pandemic, post-election year. Read on to discover what lessons nine leaders in social media are taking with them into the new year.
1. Listen, listen, listen
Working in social media means working in a fast-paced environment. But for as quickly as social teams move, there’s value in knowing when to slow down and really look at what’s happening around you. Lindsay Bruce, the marketing manager of SMB at Twitter, shares her thoughts on why listening is going to be an important tool in 2021.
“It’s always a good idea to read the room before posting on social, but this year it became especially critical. Before every Tweet, I looked at the day’s headlines, trending conversations and looked to see if/how other brands were engaging.
I plan to continue taking those few extra minutes to get a feel for the day’s (or week’s or minute’s) climate. Not only can it save you from posting insensitive content, but it can help you identify meaningful ways to connect that day.”
https://twitter.com/Twitter/status/1247542368514887690
2. Lean into uncertainty—but proceed with caution
When plans start to go awry, it’s our instinct to want to pump the brakes and fix the situation. But as we saw with 2020, sometimes it’s better to just go with the flow. That’s one lesson Austin Braun, social media manager at the University of Colorado College of Engineering and Applied Science, is taking with him into 2021.
“Embrace the unexpected—but more importantly, learn to love it. 2020 proved that a great social media manager is one that can think quickly and execute on a whim. Whether [that’s] halting content in times of crisis or jumping onto an ad-hoc trend, trusting your gut instinct to protect (or enhance) your brand is invaluable.
Likewise, thinking critically about the way your brand’s tone, persona and message will be perceived is [something] all social media managers should consider before publication. Think through each pitfall and always think of the end at the beginning.”
Earlier this morning, @BoulderCOHealth announced a new public health order which goes into effect at 4 pm MST today, September 24 that directly impacts @CUBoulder students. ⚠️
A thread on what you need to know: https://t.co/BOs6fXSf1l
— CU Boulder Engineering 🦬 (@CUEngineering) September 24, 2020
