- Understanding social media and its complexities
is like nailing jello to a wall.
Social media is constantly in flux.
One platform rises to the forefront
and another becomes less relevant.
Or the core audience changes from one age group to another.
I've learned to roll with the punches and recognize
that social media is constantly changing.
The swiftness and fluid nature of the content
doesn't stop me from engaging with it
as another channel of a branded communication.
Fortunately, the goals here are the same
as every other method and media we've addressed.
To communicate the brand message
in the most transparent way possible.
Before posting content on any platform,
it's essential to understand each one's unique audience.
Younger users, 18 to 24 years old,
are the majority with Instagram and Snapchat.
Facebook began as a platform
focused on college age and young adults,
but evolved to an older audience of casual users.
Twitter's audience skews a little older
than Instagram or Snapchat, with 18 to 29 year old adults.
LinkedIn has the highest percentage of professionals,
more mature decision-makers
engage the platform than teenagers.
Recognizing what content is best
for each platform is critical.
What works well on Instagram as a single image
will be less successful on LinkedIn with no text.
Strategize what message to deliver, to whom and how.
Social media is a 24/7 living system
that requires new content, that takes time.
You as the designer, can chart a course and create templates
and guidelines for the content.
The client should recognize the time requirements
for someone internally or hire
the best person or resource to manage daily content.
We decided to launch a new online degree program.
We knew social media was a primary delivery vehicle.
Once we completed the social media strategy,
we agreed that our content best suited
the audience and type of information on LinkedIn.
We also talked with younger people
who had an undergraduate degree.
We created assets for Instagram and Twitter.
Like the website or any other communication,
images or a bold, clear headline
are more successful in attracting a reader
than just one size of text.
Rather than brashly promoting the program
with flashy statements, we saw LinkedIn
as place to share branding information.
If the viewer found it valuable,
they would move on to our website.
Instagram was a vehicle to announce
new faculty, events and program deadlines.
We also included posts that connected
to our LinkedIn content.
We set up Instagram to forward the content to Twitter.
We also posted short notes that related
to the Instagram and LinkedIn posts.
Social media strategy and marketing are dense enough
for an entire course,
but in the context of branded materials,
your goal is to determine the look and feel of the content,
what the content should be
and which platform should be engaged.
Stay away from blatant and brass advertising
and create content that enhances the viewer's experience.
Make someone's day a little better,
rather than selling them toothpaste.