3 Lessons from Adapting Social Media Strategies to Platform Changes
When unexpected platform changes disrupt your social media strategy, how do top experts respond? With insights from a Digital Marketing Strategist and a Founder, this blog post reveals the secrets behind successful adaptation. Discover the resourcefulness and collaboration needed in the first insight, and the emphasis on flexibility and adaptability in the final insight. A total of three expert insights provide a comprehensive guide to navigating unforeseen challenges in digital marketing.
- Resourcefulness and Collaboration in Social Media Strategy
- Agility and Customer Focus in Digital Marketing
- Flexibility and Adaptability in Social Media Platforms
Resourcefulness and Collaboration in Social Media Strategy
In 2012, I was managing social media for a state tourism department through an agency. One of the most significant challenges I faced was creating engaging content without access to a library of images, which are essential for showcasing the appeal of a destination. This was during a time when social media platforms like Facebook and Twitter were becoming increasingly visual, and compelling imagery was crucial for engagement.
To adapt, I developed a two-pronged approach. For commercial destinations like popular hotels, resorts, and attractions, I reached out directly to request high-quality imagery. Many of these businesses were eager to share their visuals, as it offered them additional exposure. For natural landmarks such as beaches, hiking trails, and horseback riding paths, I scoured Creative Commons resources for copyright-free images that aligned with our brand.
Additionally, I created text-based content to complement the imagery, such as travel tips, event highlights, and interesting facts about the state. This approach allowed us to maintain a steady flow of engaging posts despite the initial limitations.
This experience taught me the importance of resourcefulness and collaboration. By building relationships with local businesses and leveraging freely available resources, I was able to create a successful social media strategy even under challenging circumstances. It reinforced the value of adaptability and creative problem-solving, skills that remain essential in today's fast-paced digital marketing landscape.
Agility and Customer Focus in Digital Marketing
One of the most significant adaptations I've had to make in social media strategy occurred when Facebook drastically changed its algorithm to prioritize personal interactions over business content. This was a major shift that impacted many businesses, including my clients. At the time, I was managing the online presence of a coaching program targeted at small business owners, and our organic reach plummeted overnight. Drawing on my experience from years of working with businesses across various industries and my MBA in finance, I recognized that we needed a multi-faceted approach to regain visibility and engagement. I shifted our focus to creating high-value, community-oriented content. We launched a series of live Q&A sessions tailored to solve specific challenges business owners were facing, which encouraged genuine interaction. Simultaneously, we reallocated a portion of our marketing budget to develop a more strategic and targeted Facebook Ads campaign to supplement organic efforts.
The outcome was remarkable. Not only did we recover our reach, but engagement rates also exceeded pre-algorithm change levels. What I learned from this experience is that agility and customer focus are non-negotiable in a rapidly evolving digital landscape. It's essential to stay deeply informed about platform trends and maintain flexibility in your strategy. My military training and years of business coaching gave me the discipline and analytical mindset to pivot quickly and effectively. More importantly, this experience reinforced the value of listening to your audience and doubling down on building authentic relationships with your community.
Flexibility and Adaptability in Social Media Platforms
When a social media platform changed its algorithm, our posts stopped reaching people. Instead of getting frustrated, I shifted focus to other platforms and tried new ways to connect, like partnerships. It took time, but it paid off.
I learned that you can't rely on just one platform. Things change fast, so being flexible and trying new approaches helps you stay ahead when things don't go as planned.
