2. Ask curiosity questions vs. panic-inducing questions

[fomayof928@mowline]

A lot of marketing leaders assume because social canada b2b leads media moves at the speed of light that assignments can be done at a rapid-fire pace. This creates a lot of anxiety for your social teams.

For example, it’s a common narrative in the social media community that marketing leaders will regularly send a link to a social post from another brand with commentary like, “This is cool, should we do this?” This action creates a lot of chaos. Not because the post isn’t good content, but because you are effectively briefing your team over DM on what might be a huge project.

Instead, send a question over email that’s something like, “Hey I saw this post from _______. Do you think this is something we can consider or explore? Let me know your thoughts on it.”

In doing so, you are still allowing them to be the expert in the room and showing that you respect their work.

3. Establish your funnel position
This is something missing from too many social media strategies. To have make sure your team is able to define what success is, leadership has to determine where social sits in your funnel. Too many social strategies are trying to do everything everywhere all at once and this “strategy” almost always results in frenzied reach and engagement.

If your core purpose of social is top-of-funnel brand awareness, then allow your teams to focus on entertaining their audience. If it’s to drive product or service awareness then it should be a mix of entertainment, edutainment and product / service consideration. If you want social to be middle of the funnel and closer to direct response, let them do the best they can to optimize that content.

Just remember: The closer you are to bottom-of-funnel, the harder it is for social to have quality reach and engagement. The best social strategies sit somewhere in between brand and product awareness, but YOU have to provide and establish that direction.