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Want to land that dream job in social media? This guide includes templates, tips, and free online courses to help you get there.
Wondering how to get a job in social media? The road to success in this industry isn’t quite as cut-and-dry as more traditional careers (so your cousin’s a doctor! Who cares!) — and getting your start in the field can be overwhelming.
They’ve shared their best tips for landing a job in social media, from skills to practice to courses to take to resume tips (and even some red flags to watch out for when you’re poring through job postings).
Here’s everything you need to know about kickstarting a career in social media marketing.
Bonus: Customize our free, professionally designed resume templates to land your dream social media job today. Download them now.
Of course, if you want to learn how to become a social media manager, we highly recommend watching this video first:What is a job “in social media?”
First things first: What does “working in social media” really mean?
The job of a social media specialist or manager looks different depending on the size and type of the company they work for.
Small businesses often have a single person handling all of their social accounts — or even all their marketing efforts, even the ones happening outside of social platforms.
Larger companies may have a team of people dedicated to managing social channels with more specialized roles, like social media strategist, community manager, or social engagement specialist.
Here are the main types of roles in social media:
Social media management (includes social media strategy and performance tracking)
In smaller companies, these roles may all be bundled into one position. That means when applying to a small team, you’ll likely want to present yourself as a social media generalist, with broad skills across all of these areas. When applying for a role on a larger social team, you’ll want to highlight your specific expertise in one key area.
Daily tasks also vary from company to company—and even from day to day. “In this job, you’re not restricted to anything,” says Trish. “Social media changes every single day, and you need to be able to adapt to that.”
Here are some common responsibilities that might be expected of you as a social media manager:
Social ad setup and optimization
Performance tracking and data analysis
End-to-end planning of social campaigns
Communicating with company stakeholders
So, as you can see, a job in social media can involve wearing many hats.
— Hootsuite 🦉 (@hootsuite) August 4, 2023How to get a job in social media: 6 tips from real-world experts
1. Grow your own social media presence
Building your own social media accounts is an effective way to prove to a potential employer that you know your stuff — and the best part is, you can make your personal content about whatever you want.
“Create your own social account about something you’re passionate about and invest time in it,” suggests Brayden.
If you’re in college (or even high school), you can also take on the social media marketing manager position for a group there— “Join a club at school and lead their marketing efforts,” says Brayden.
2. Complete a social media certification
There aren’t any hard and fast rules when it comes to qualifications for working in social media (more on that later), but completing a social media certification is an asset.
“There are so many resources out there—webinars you can complete, Hootsuite Academy courses you can sign up for—that are recognized by people in the marketing industry,” says Trish.
“By educating yourself using free resources, you’re showing potential employers that you have taken the steps you needed to take in order to proactively build your knowledge base.” – Trish Riswick, Social Engagement Specialist at Hootsuite
Hootsuite Academy has everything you need to get schooled. Courses include:
… and more—plus custom course options so you can set a curriculum that’s best suited to your needs.
Many social networks also have their own training and certification programs to help social media professionals learn the best ways to use each network’s specific tools—and highlight that proficiency to potential employers on your resume. You can learn from:
Find more industry courses in our post on certifications that will make you a better social media marketer.
3. Job search using social media
The best way to find a job in social media? Using social media, of course. LinkedIn, the “smart one” in the social platform family (Instagram’s the hot one, Facebook’s the mom friend, you get it), is one of the best places to nail a new gig.
“I found my job at Hootsuite on LinkedIn,” shares Trish. “The best part of it is you can see other people who work at the company, connect with them and ask them questions.”
LinkedIn has some built-in job search tricks too. “Create a search and save notification function on LinkedIn for targeted keywords of jobs you’re interested in,” suggests Brayden.
4. Know what to look for in a social media job posting
The marketing industry is always growing and changing—type “social media manager” into a job search engine and you’ll get lots of hits (a quick Indeed search just yielded 109 jobs just in Vancouver, BC — and that’s only one of many online job boards out there).
So how can you tell a good job opportunity from a bad job opportunity? Here are some red (and green) flags from our experts.
Red flag: You can’t tell what the company does. It’s important that you’re managing social media for a company that you actually care about, and if you can’t even tell what the company does from the job description, that’s a bad sign. “I have seen so many job listings that don’t actually tell you what the company is or what they do, and that means you have to do all that extra research. Applying for a job shouldn’t be a scavenger hunt,” says Trish.
Green flag: There’s a healthy work-life balance. “Burnout is real in the social media space,” says Brayden. Work-life balance is something you can discuss with a potential employer, or even a LinkedIn connection working at the same company. You can also get a feel for the company culture by taking a look at their social media posts.
Red flag: The job description is too long. “A really lengthy job description can mean that the employer doesn’t necessarily know what they are looking for or have realistic expectations,” says Trish. “Having five or six specific points shows that the employer knows what their goals are.”
Green flag: There are opportunities for growth. Ask about this in a job interview (you know, at the very end when the boss asks “Any questions” and you suddenly forget your own name).
Green flag: You have the support you need. Even if you’re taking on the job of a solo social media manager, you don’t want to feel like you’re completely on your own. “If you’re going to be a one-person team, make sure that you have the tools and mentorship you need to succeed,” says Brayden.
5. Don’t be afraid to take a step back
6. Make your resume stand out
Your resume is the very first impression that you make on a potential employer, and there’s a lot of competition out there—here are some tips to stand out from the crowd.
Bonus: Customize our free, professionally designed resume templates to land your dream social media job today. Download them now.Showcase your creativity and personality
“Your resume shouldn’t just be on a blank page with writing on it — let’s see some creativity!” says Trish. Social media management is a job that requires originality, so you should be displaying that skill in your resume. Show, don’t tell.Modify your resume for every job that you apply to
Read the job posting carefully and make sure your resume addresses all of the points required. You may even want to mirror the language from the ad to make it easy to match your experience to the requirements — especially in case the first sort is done by software.Show your industry experience
You don’t necessarily need paid experience in order to put your best foot forward on your resume. Any concrete practical knowledge is worth highlighting, says Brayden— “even if it’s running social for your personal account, or school projects you did that aligned with social media.”Quantify your results
Many organizations are focused on proving the ROI of social, so showcase experience that demonstrates that your social marketing strategies yield results. Including numbers from real-world wins goes a long way.
For example, you could highlight the growth of social channels during your time managing them, the success of campaigns you ran, and so on.What qualifications do you need to work in social media?
This is tricky to answer, because really, it depends on the person and the company.
“We’ve seen stories of people on TikTok who have become very successful social media managers with just high school education,” notes Trish.
With a natural marketing instinct and some luck, you can make it with very few formal qualifications. But that’s not to be expected—here are the social media qualifications that most hiring managers are looking for:
A college or university degree. A post-secondary education in the arts is an asset, especially in something writing-related. “You need creative copywriting skills,” says Trish. “Being able to create content that isn’t generic is much harder than a lot of people think.”
A certification in social media. Good news: social media certification is a lot cheaper (and takes a lot less time) than a college degree. Hootsuite offers social media courses through Hootsuite Academy and free online social marketing training on Youtube. Completing these kinds of courses gives you a concrete achievement to list on your resume, and to refer to during a job interview.
When it comes to working in social media, skills are just as important as qualifications. Here are the most important social media skills you need, according to the experts.
Be adaptable. “This space changes at lightning speed! I’m not kidding you, there’s something new to stay on top of every day,” says Brayden. “You need to be comfortable with change and ready to hop on a new trend, change in the algorithm, or update your content strategy like it’s no big deal.” Trish agrees: “Social media changes every single day, and you need to be able to adapt to that.”
Be creative. “Creative copywriting is the bulk of what we do,” says Trish. “There’s a lot of noise on social,” Brayden adds. “You don’t need to reinvent the wheel, but you need to have creative ideas that serve a purpose for your brand and get your audience engaged.”
Be versatile. “Social media managers don’t just do social media. They need to have a digital marketing generalist mindset because of what the role encompasses,” says Brayden. “It’s not just about creating videos or graphics,” says Trish.
Manage social media like a pro with Hootsuite. Easily schedule posts, collect real-time data, and engage with your community across multiple social media platforms. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
You're reading How To Get A Job In Social Media: 6 Expert Tips For 2023
Even if you are already a pro at social media, there are still areas where you can improve. In this article, we’ll talk about five simple steps that will help you build an effective online brand. The rapid growth of social media networks has made it important that businesses develop effective marketing strategies. Without a strategy in place, they will lose out on the opportunities that social media provides.What is Social Media?
Social media is a type of technology that enables people to share information and ideas through their virtual communities. It is an internet-based platform that allows users to quickly communicate with each other, and various content such as photos and videos can be accessed through a wide range of devices such as smartphones and tablets. Although it is commonly used in Europe and America, Asia is the most dominant region when it comes to social media usage.General Tips for Social Media Success
There is a lot of room for improvement when it comes to developing a strategy for each platform. It is important to consider the various factors that affect the success of a campaign.Define Goals
Without a target, what will you do if you have no plan on how to achieve your goals? The goal is the most important thing that you can focus on in social media marketing. Before you start setting goals, make sure that you have a clear understanding of the reasons behind your actions.Consistent
One of the most important factors that businesses should consider when posting content is consistency. Having a consistent strategy and keeping up with the changes in the social media environment can help them keep their content on track. One of the most effective ways to do this is by creating a content calendar that will allow them to keep track of what’s happening in their industry.Learn About your Target Audience
Your audience is the most important aspect of any marketing strategy. Without their support, you will not be able to effectively implement your strategy. Having a well-defined and targeted social media strategy will allow you to reach your target audience and create content that will keep them engaged.Social Media Platforms
Although it is not necessary to have a presence on all the major social media platforms, it is still important to create an impact on a few of them. One of the best ways to do this is to focus on one platform and establish a strategy that works best for your brand. For instance, if your Instagram marketing strategy is working well, then focus on that platform instead of trying to establish a similar strategy on other platforms. Quality content is more important than quantity.Social Media Content Calendar
One of the most important factors that you should consider when it comes to planning your social media marketing strategy is having a solid plan in place. Having a well-defined and organized content marketing plan can help you reach your goals and keep your social media platforms running smoothly. One of the most effective ways to organize and publish content is through a content calendar. This tool can help you keep track of all of your social media content and distribute it to your team members.Track and Analyze Metrics
One of the most critical steps in building a successful brand online is to thoroughly analyze your social media data. Most social media platforms allow you to monitor and analyze your performance. With the data collected, you can make informed decisions and improve the efficiency of your marketing efforts.Monitor your Results
One of the most important factors that you should consider when it comes to monitoring your campaigns is the various aspects of social media. Besides likes, you should also pay attention to other metrics such as community engagement and customer service.
When it comes to monitoring various aspects of your campaigns, it’s important that you have a tool that will allow you to track these metrics. There are a variety of tools that allow you to do so, such as social media platforms and scheduling tools.
It is also important that you keep up with the latest features and algorithms of social media platforms. This will allow you to create effective and rewarding marketing strategies.Tools Empower your Strategy
Your ability to automate social media tasks is going to be your greatest asset. Imagine being on eight platforms and posting manually on each one three times a day. This is a nightmare, and it can be avoided by implementing a strategy that involves leaving the mundane work to the tools. One of the easiest ways to do this is to schedule your updates ahead of time. SocialPilot will automatically post them to all of your social accounts.Conclusion
One of the most critical factors that you should consider when it comes to implementing a successful social media marketing campaign is the effectiveness of your strategy. A well-designed and engaging social media marketing campaign can help boost your sales and improve the effectiveness of your marketing efforts. Follow us on Twitter and Instagram to keep up with the latest trends and tricks.
An effective social media strategy can help boost your performance online. It can be done through the use of various strategies and techniques, such as interactive features and unique ways to connect with your audience. In addition to being able to create a strategy that fits your goals, you also need to analyze your metrics to determine if you are on track. With the constantly changing nature of social media, it is important that you keep up with the latest trends.
The best AI tools to help you write, create videos and imagery, prompt the best hashtags and times to post, and much more.
Let’s all welcome our robot overlords, as AI has proven to be an unstoppable force in digital marketing. With our beloved robots here to stay, it’s high time you kitted out your marketing toolbox with the best AI tools for social media!
This blog post will cover 15 of the best tools AI social media marketing offers. We’ll look at tools to help you write, create videos and imagery, prompt the best hashtags and times to post, and much more.
Craft perfect posts in seconds
OwlyWriter AI instantly generates captions and content ideas for every social media network. It’s seriously easy.
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AI tools for social media are software designed to help people create, manage, or optimize social media content and strategy.
Social media tools have been around for nearly as long as the apps themselves. We’ve all used third-party apps to repost on Instagram and editing software like VSCO to get our selfies on point, but now that AI has entered the chat, things are moving fast.
Watch the video below to see our reviews of 7 popular AI tools:
But with so many options, choosing the right one for your kit can be overwhelming. Don’t fret; we’ve got a roundup of the best AI tools for social media here for you.
Hootsuite is number 1 in our hearts (and on this list).
The Gretsky of AI for social media, this tool can do it all. Hootsuite offers a free caption generator for those who just can’t write another social media caption. You can create social media posts using voices like Optimistic Soccer Coach, the Queen of England, and Slytherin. There’s something for every brand.
Hootsuite also features OwlyWriter AI, only the best in-app AI writing tool that promises to save you time and deliver you from writer’s block. You can use OwlyWriter to write your social captions, generate content based on a link, generate post ideas based on keywords, and more.
Start your free 30-day trial
The hashtag suggestion and the Best Time to Post features are fan-favorites, prompting you with tags and times to best reach your target audience.
The Best Time to Publish tool knows this ‘cause it’s a super smart piece of social media AI. It breaks down different suggested posting times for four key goals, giving you the ability to reach your specific metrics:
That all being said, we do believe, subjectivity aside, Hootsuite to be the best AI social media post generator. And we’re not just saying that because our editor is going to read this…
Price: Free trial! After that, plans start at $99 a month.
Who it’s for: Content creators, marketers, and marketing teams of all sizes.
Try Hootsuite free for 30 days
Magic Studio is a dream for brands who want to be up their visual game. This AI tool can help you create product photos with sleek backgrounds in a few different themes. You can also easily remove unwanted objects and backgrounds from your imagery — great news for influencers and brands taking shots out in the wild.
Magic Studio also generates photos from your text prompts and can assist you with a pretty incredible profile photo. AI in social media is changing its visual interface, with more and more profiles featuring AI-generated imagery. It’s time to think about what platforms like Magic Studio can do for your brand.
Source: Magic Studio
Price: Free with limitations.
Who it’s for: Influencers, content creators, and designers.
Are you a LinkedIn monologuer? Or a lover of long-form social posts in general? Do you know what you want to say but can’t quite get it right?
If you’ve answered yes to any of these questions, then Wordtune may be right for you. Wordtune takes your text and rewrites it in different tones. It can expand or subtract your paragraph size or rewrite entire paragraphs.
If you’re a writer, you’ll also want to see our full list of copywriting AI tools.
Price: Free, paid subscriptions start at $9.99 a month.
Who it’s for: long-form content writers and marketers.
You know when you have a great post idea but can’t find the right stock image for it? chúng tôi is your answer to scrolling endlessly through stock footage websites. Using AI for social media posts featuring stock photography can save you time and effort.
Now, you can enter a prompt and have chúng tôi spit out options for you. Choose from classic stock photos, illustrations, book covers, wallpaper, posters, logos, and art.
Source: chúng tôi
Price: Plans start at $19 and go up to $299
Who it’s for: Content creators, designers, and marketers.
Acrolinx is basically your brand watchdog. It crawls your content to make sure everything you publish aligns with your brand. Choose the style, tone, grammar, and input company-specific language. The tool will flag any content that doesn’t align with your brand vision.
Price: Quotes are provided on a case-by-case basis.
Who it’s for: Brands of all sizes, marketing teams, product teams, and support teams.
Brandwatch contains an incredible wealth of customer intelligence. It’s built to analyze data at scale and produce AI-created insights, statistics, and complex aggregations.
Brandwatch also integrates with tools like ChatGPT to produce natural language summaries of data sets. This means you can spend less time trying to understand what the data is telling you and more time implementing high-level takeaways.
For Hootsuite users, Hootsuite Insights powered by Brandwatch is available in the app. You can directly integrate Brandwatch’s search capabilities into your Hootsuite platform and get a much-desired leg up on your competitors.
Price: Custom quotes are provided on a case-by-case basis.
Who it’s for: Marketing teams and brands interested in social listening and tracking audience sentiment.
Riffusion creates original audio content based on your prompts. Let’s say you’re making a Reel but can’t find exactly the right audio. You can now create exactly the song you were looking for with Riffusion, add the audio to your video, and upload it as normal.
Riffusion does have its limitations. Putting in reasonably average prompts like “Bubblegum Eurodance” or “Jamaican Dancehall Vocals” will work. But anything out of the ordinary may make you come up empty-handed.
Who it’s for: Video content creators.
Heyday is a conversational AI chatbot designed to help you boost ecommerce sales and skyrocket your customer satisfaction rates.
It’s a time-saving selling machine you can add to your social strategy. Heyday responds to customer queries (DMs included) around the clock, so you can spend more time growing your business and less time on social media selling.
It uses natural language processing for a human touch and is trusted by leading brands like Simons, LaCoste, and Jack & Jones.
Price: Packages start at $49/month and can go up to $1,000, depending on your brand needs.
Who it’s for: Ecommerce brands on social media, customer service teams, marketing teams.
Request a demo of Heyday
Well, we’d like to introduce you to Murf, an AI voice generator tool that produces perfect and personalized voiceovers.
Murf can create audio that expresses a specific tone or mood, so you can make sure your VO works for you. It has 120+ voices in 20+ languages, so you can tailor it to your needs.
Price: Free! With subscriptions starting at $19/month.
Who it’s for: Video creators, product marketers, educators, and content creators.
If you haven’t heard of ChatGPT, you’re likely living under a rock. This AI tool took the world by storm, even prompting a South Park episode where ChatGPT is listed as a co-author. What a wild world we live in.
ChatGPT is a tool social media content creators love because it can produce captions and long-form posts. But it comes with its limitations. It can be difficult to get the right tone without very specific instructions, and often, your audience will be able to tell it’s AI-produced.
Be sure to edit the ChatGPT outputs so it’s in your own brand voice with the correct tone. ChatGPT can also lie to you, so make sure you fact-check your writing.
For all of you content creators out there, check out our full list of content-creation-related AI social media managers and creators love.
Price: Free access to basic plan; $20/month for faster responses and priority access to new features
Who it’s for: Content creators and marketing teams.
Price: Free tools; quotes are case-by-case.
Peech is generative AI video editing software that can automatically transcribe, edit, repurpose, and brand your video content.
Peech uses NLP technology to generate high-quality video content so you can scale your video efforts. It can recognize your team’s faces and slap a title card onto the screen whenever they pop up. Or automatically transcribe your video content so you can repurpose it into captions or blogs.
Peech allows you to easily brand and edit video content without prior knowledge of video editing.
Price: Free with paid accounts starting at $49/month.
Who it’s for: Content creators, marketers, educators.
Pro tip? Use one of the long-form AI writers above to generate a script, then feed that script to Invideo.
Price: Free, with paid plans starting at $15/month.
Who it’s for: Marketers and content creators in need of video, and podcasters.
Synthesia.io is a content creator favorite. It’s a video generation platform that uses AI and machine learning to create high-quality videos without expensive equipment or a large team.
Creators will have a range of customizable templates and tools at their fingertips, allowing you to add your own branding and messaging easily. It’s great for creating promotional videos, explainer videos, and social media content. And you can’t forget the multilingual support, helping you to reach a global audience.
Source: chúng tôi
Price: Subscriptions start at $30/month
Who it’s for: Content creators and marketers.15. DALL-E 2
If you’re looking for customizable AI-generated images that can’t be found in traditional AI stock libraries, try DALL-E 2.
This tool can be a total game-changer for effective visual assets. DALL-E 2 can generate images specific to any context or industry; you just need to include the right prompt.
Source: DALL-E 2
Price: Images start at .02 cents
Who it’s for: Content creators, marketers, and a-typical brands.What is an AI tool for social media?
There are several different types of AI tools for social media. AI assistants can help you plan, create, and analyze content for social media to help you save time and optimize your efforts on social.How can you use AI for social media?
Using AI for social media can help save you time and effort while also giving you valuable insights into your audience and their preferences. You can use all of the tools (and more) mentioned above to automate content creation, optimize your strategy, and generally just up your social media game.What is the best AI tool for social media?
Asking, “What are the best AI tools for social media?” is like asking your mom to pick her favorite kid. Sure, she has an answer, but you just keep telling yourself it’s all subjective, right? For us, the best AI tool for social media is Hootsuite, as it can do multiple things within the platform. It’s our favorite kid, for sure.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.
Save time and grow faster with OwlyWriter AI, the tool that instantly generates social media captions and content ideas.
It’s no secret that social media is a force to be reckoned with when it comes to small business marketing. Yet, that’s only the case if you use it wisely–taking into consideration your audience, your goals, and current social media trends. To get the full benefit of social media marketing, you need a solid social media marketing strategy.
Let’s cover 10 things you can do to kick your social media marketing strategy up a notch and get better results.10 smart social media marketing strategies
If you do any or all of the following, it will be nearly impossible for you to miss the mark on social media. Here are 10 strategies that will help you grow your following, drum up engagement, and rake in more sales.1. Educate your audience
You can either educate your followers directly on social media or by using your accounts to direct them to educational resources such as blog posts, white papers, and webinars.
Taking the educational approach means doing more teaching than selling. Storytelling isn’t much different and, often, it can double as an educational tool.
However, the power of storytelling doesn’t always lie in teaching people things they didn’t know. Instead, it’s often about bringing to life relatable characters and situations (or at least characters and situations that evoke emotional responses).
Since much of our decision-making is feeling-based, stories that push emotional triggers tend to do a better job of promoting action than constant self-promotion.3. Produce diversified content types
For one thing, producing the same content type endlessly can bore your audience. For another, your target audience (or subsets of it) may not respond as enthusiastically to one type of content as they do to another.
So break up the monotony by creating and sharing various types of social media content. You’ll learn a ton about what your audience wants from you and be able to keep them engaged long-term.4. Try micro-influencer marketing
Partnering with respected and well-connected influencers is a wise idea for several reasons. In addition to a credibility boost, it can boost your marketing reach significantly.
With this in mind, many businesses set out to partner with influencers who have hundreds of thousands or even millions of followers. While this might seem like a quick way to get your business in front of a lot of eyes, teaming up with micro-influencers is a better option in many cases. Why?
Although they have smaller followings–1K to 100K–the audiences of micro-influencers are more engaged and dialed in. So the people you connect with as a result of your partnerships are more likely to be your ideal customers and more willing to engage with you. (Plus, micro-influencers are often easier to get in touch with and persuade than social media superstars.)5. Capitalize on customer loyalty
Asking for reviews on social networks such as Facebook.
Encouraging people to share user-generated content based on their positive experience with your business, which you can then use in your social media campaigns.
Interviewing satisfied customers and sharing their stories on social media.
Holding contests, doing giveaways, and offering incentives, which would motivate people to spread the word about your business on social networks of your choice.
In a sense, your most loyal customers will be creating effective content and doing your social media marketing for you.6. Use virtual and augmented reality
Immersive experiences are becoming more and more appealing to consumers. As a result, both virtual reality (VR) and augmented reality (AR) are increasingly being explored as marketing tools on Instagram, TikTok, and other platforms.
Either through complete immersive experiences that shut out the physical world (VR) or through digital elements added to a live view (AR), several brands are increasing audience engagement.
For example, notice how L’Oréal enabled users to “try on” its various lipstick shades.
Leveraging mobile cameras in this way can allow your potential customers to understand your products, services, and customer experience as they would in reality. As a result, you could directly influence their buying decisions, which would have obvious benefits to your business.
If you haven’t already, it’s time to seriously consider how you could incorporate augmented or virtual reality into your social media marketing strategy.7. Embrace video and live streaming
Admittedly, video marketing and live streaming aren’t new. The many studies done on it over the last few years have proven its effectiveness and appeal. And it’s clearly been rising in popularity.
But including video in your social media marketing strategy has never been more important than it is now. Why? Out of the 68% of people who claimed their viewing habits were affected by the pandemic, 96% said they watch more videos now.8. Leverage privacy and exclusivity
This could mean creating a ‘Close Friends’ list for your top Instagram followers, starting up private Facebook or LinkedIn groups, or even using direct messages to build relationships. This may make your current followers feel more comfortable engaging with you, as well as encourage others to do the same so that they don’t miss out.9. Be more human
People have always hated marketing that’s impersonal and insincere. But it was even more of a turnoff in 2023 given the challenges the world faced. From here on out, human, empathetic marketing will be more important than ever.
Even better, put faces, voices, and names to your team members and tie your overall social media marketing strategy back to your brand story, mission, and vision.
Related: Make sure you’re scheduling your posts at the right time across networks. Find out the best times to post on social media here.10. Use chatbots
As a follow-up to our last point, chatbots are an excellent tool for humanization. These bots can be used to start conversations, encourage unlikely sales, answer questions, and provide individualized customer service and support. For all these reasons and more, chatbots are becoming a staple of social media marketing (and online marketing in general).
By using them as you promote your business on social media you can both increase the appeal of your business and improve your results.
Related: See how your social media strategy stacks up with our free website grader!Dominating social in 2023 and beyond
Could you do better in one or more of the 10 areas mentioned? Trick question! There’s always room for improvement. And now’s as good a time as any to evaluate where you stand, what your social media marketing goals are, how they fit into the bigger picture for your business, and what you can do to improve your results. So do your homework on which of these strategies may work for you and start testing!Nia Gyant
Nia Gyant is a freelance writer and brand messaging strategist with a background in online marketing. She supports marketing agencies and small to mid-sized businesses by creating strategically-crafted, goal-oriented content and copy.
Other posts by Nia Gyant
Catch up on whats been happening at Social Media Week London 2023 and learn social media trends for 2023
Social Media Week London is a three-day conference that focuses on the latest trends in communication, engagement, VR, Mobile, influencer marketing, and of course social media. SMW London holds over 50 sessions and workshops, with brands such as Buzzfeed, Facebook, and ITV.
Over the next three days, I will be keeping you all updated on what’s happen and the key take aways from each talk. Check back each day for an overview of the day’s talks and trends.Day 1 The Speed of Feed, Facebook
The day kicked off with Kat Hahn, from Facebook who focused on ‘The Speed of Feed’. She first pointed out that we scroll through 300 feet of content per day. How can brands start building ideas that work for the speed of feed? She suggested there are three modes of consumption on social media and what captivates them:
‘On the go’ – 70% – Like immediate content. Short and snappy content that consumers would view but not be too invested in
‘Lean forward’ 20% – Like interactive content where consumers are looking for something to watch and something captures their attention.
‘Lean back’ 10% – Like immersive content, longer and goes into detail. Consumers are willing to watch something for a long period of time
They estimate that 70% of people are on-the-go and looking for immediate content compared to 10% in lean- back mode.
Key take away: Not doing short video is not an optionMasters of Storytelling: How NatGeo Engages 350 Million Fans on Social, National Geographic
When you think of National Geographic, best social media performance doesn’t typically come to mind. But National Geographic is one of the most engaged with brands on Instagram with 107.2M followers and receives thousands of engagements per day. Nadine Heggie, VP of Brand Partnership talked through their social strategy and key to success.
How do you get people to stop? ‘By staying true to your brand, being timely with content, using the power of wow and wonder, and embracing new technologies to tell stories.’ She believes that collaboration is one part of their success story, by finding the right story tellers to represent their brand.
Key take away: The future of social is through visual storytelling and that social is always ‘on’.Don’t Be Socially Awkward, Havas
Key take away: If you’re going to shout about your brand on social media, shout about it in a meaningful wayHow Data Driven Creativity Will Be The Key To BuzzFeed’s Future Success, BuzzFeed
In less than a decade BuzzFeed has become a global network for news and entertainment, that generates nine billion content views per month. Richard Alan Reid, Executive Creative Director at Buzzfeed gave his insight on how they do this. He first spoke about how they test and mold their content until they found the best option, and this was a lengthy process of trial and error. Once they found the best option for their new content they would focus on tone. He quoted ‘We obsess with the local tone of the market so we can adapt our content based on the data from that area’.
Key take away: You don’t want to interrupt the content people love. You want to be the content people loveCreating Social Gold: The Art of Platform Specificity, That Lot
‘The average person spends 1 hour 16 minutes on social platforms and in this time you have to try and stop that thumb’. In order to stop the thumb, David Schneider and David Levin Creative Directors of That Lot offered a few key tactics. They focused on four platforms and suggested the following:
Make sure your content is relatable – they post short videos and gain thousands of organic views.
Use short and humorous video to gain organic views
Your content should work in isolation not just the fans of the brand
‘Design for sound off, delight with sound on’ – more people are starting to watch with the sound on, it’s still valuable.
Use more video on Instagram, the number of videos produced on Instagram is growing by 4x YoY
There are 250 million stories everyday, make yours count. Create a strategy around your story and invest time and thought.
The more personality your content has, the better it is
Shorter tweets under 100 character often perform better
Users love human truths and authenticity. Don’t be afraid of humor, he gave a great example from Nandos
Snapchat doesn’t require your content to be as polished as other platforms
Experiment with geo filters and stories – If you’re wanting to reach a millennial audience this is the place you need to be
Try using a film series, offer something your followers can tune into and create stories users can get invested in
Key take away: Don’t be afraid to be more human on social media“Alexa, What Does the Future of Marketing Look Like?”: How Brands Can Leverage Audio to Reach Consumers, VaynerMedia
Throughout the day, I noticed one topic that was popping up- voice search. I decided to attend Patrick Givens, Head of Smart Innovations talk on the audience on the other side of voice search. He believes your brand could be having a conversation with millions of consumers right from their own homes via a smart device. As more homes introduce Amazon Echos, Google Homes, and Apple HomePods, brands need to start to look at what this means for them.
Givens provides two examples of how these devices could be used by brands in the home. The first was a Johnnie Walker Digital Mentor and the second GE’s Labracadabra science experiment assistant.
Key take away: He left us with a question – ‘Will you be ready to respond?’Day 2 LADbible’s Approach to Meaningful Campaigns, LADbible
LADbible Group’s Co-Founder, Arian Kalantari spoke about the importance of listening to the youth audience and how they create relatable campaigns on subjects like mental health and politics to have a positive impact and drive social change.
They realized that people listened to them and that they could have a positive impact by reaching an audience who many find hard to reach. Their audiences are becoming more open to the harder topics such as mental health and politics. LADbible is looking at how they can facilitate those conversations among their community.
Key take away: Users are now looking for authenticity and meaning from brandsTelling Impactful Stories with Social Video, Adaptly
The key focus of this talk is that we live in a mobile first culture and video is our main consumption. The way we consume video is changing. Sean O’Neal the president of Adaptly covered the following points:
Mobile video is the number one fastest growing ad format in the world and has been doubling YoY
38% of brand recall is driven by video impressions shorter than 2 seconds. The challenge is making that content stick
Vertical formats are on the rise – 70% of people won’t turn their phone to view a horizontal video ad
It’s all about video by 2023, it will make up 80% of all online consumer internet traffic
60% of marketers use video in their campaigns
social media is stealing Ad dollars
Video is about storytelling, it is the closest you will get to a face to face conversation with your audience
4x as many consumers prefer watching videos about products than actually reading about them
He interviewed two guest speakers. The first was Angela Bertram, Social Media and Content Manager at Carphone Warehouse. She said that 90% of the content they share is video. Their biggest challenge is capturing their audience’s attention in the first 3 seconds and fitting in all the points they need to make. She also recommended changing your content for each platform. For example, what you do for Facebook will not work for Instagram. Make something different for each platform and you need to be very impactful with your visuals.
Secondly, he interviewed David Wilding, Head of Planning at Twitter. His key point was that ‘Video isn’t a strategy it’s a tactic’. It’s important before you dive into video you need a strategy behind what you’re doing. Make clear objectives, don’t just use video for the sake of it. He also believes Twitter isn’t about ‘look at me’ but more’ look at that’.
They summarised by making predictions for 2023 in social media.:
Brands will need to be better planned
We need to learn and develop our video making skills as this will soon be an essential skill in digital
As video content increases so will quality, invest time and money into making professional high-quality video content
Key take away: The way we consume video is changing, soon almost all the content we consume will be videoUnderstanding the World of Influence, Ogilvy
It is more important than ever to define a new, strategic approach to finding influencers. Oglivy’s Victoria Partridge and Chris Walt’s look at the influencer landscape and how brands can create clear strategic plans to pinpoint the right influencers. For me, this was the most informative session of the day.
Due to the vast majority of marketers wanting to tap into the influencer market, there are far more challenges faced by agencies and brands. They pointed out the following challenges:
Half of the UK are bombarded with irrelevant marketing, with so many influencers promoting brands it’s hard to know who to trust
93% of consumers wouldn’t care if a brand didn’t exist anyone. This number was 73% in 2014
They also looked at how the role of the influencer has changed:
It’s not a new thing anymore
Tiers of influencer continue to evolve and grow
More brands are increasing investment spending more than ever on influencer marketing
They suggested brands need to start evolving their thinking. Influencer partnerships should be based on two sets of criteria:
Clear business objectives that seek to deliver the best ROI
Don’t just work with an influencer for the sake of it
They believe the future of influencer marketing will be brands turning to real experts. This is due to too many brands wanting to work with influencers and their opinions no longer being trusted. People are starting to look for authentic over perfection and fake reviews.
Key take away: Brands must focus on fostering cultural relevance if they want to survive.Love Island: How to Handle a Hit, ITV
As a big Love Island fan, I was pretty excited to hear how they made the show such a hit. Disappointingly, it was not as informative as I hoped. The panel featured:
Paul Kanareck, Group Director of Online, ITV plc
Montana Brown, Reality Star, Love Island
Tom Gould, Executive Producer, ITV plc
Claire Heys Director of Commercial Brand Partnerships, ITV
Janine Smith, Head of Digital Entertainment, ITV plc
They used integration and partnerships with Ministry of Sound and Superdrug
If you’re a Love Island fan you will have seen (and probably ordered) a water bottle. These water bottles were held by the islanders on the show. In the first week, they sold 110,000 bottles in the first five days of sale. After this, they were selling around 7,500 per night via their app
They collaborated with Primark and designed T-shirts with slogans from the show on. In total, they sold 197,000
The most tweets they received in one minute was 9,000 tweetsWhy VR Will Be the Most Social of All Media, UNIT9
Henry Cowling, Executive Creative Director of UNIT9, spoke about how social media will become more social because of VR. He believes VR will no longer be an unknown platform but a shared social experience. You’ll be able to connect with friends and re-live memories. Cowling quotes ‘So we’ll have to shape entire worlds for users, making them physical and shareable’.
The most import step is in the user journey is convincing users to put the head set on. He believes as VR grows ‘Virtual FOMO’ will be a reality. People will start to feel like they are missing out on this new world and want to become part of it. Social help VR go mainstream according to Cowling.
Do jump on the band wagon – be digital forward don’t wait for everyone else to catch up
Make and embrace animojis
Your face will become your billboard as you build your network, this is already happening with the launch of the iPhone x and 8. With the rise of face scanning in smart devices.Day 3 Give the people what they didn’t know they wanted, Pinterest
Think outside the box and mould your content to fit trends of the moment
“Arrive early!” Xmas shoppers are looking as early as July!
Content on Pinterest has a +115% CTR and a +170% Check out Rate if the product is shown in a real-life setting
Copy matters more than pictures. If you tell people what to do with an item and help them make decisions on what the content is
Key take away: Give people what they want, before they want itCapitalising on the micro moment economy, Iris
Head of Platforms & Distribution at Iris, Digby Lewis, spoke through micro-moment mobile strategies that are transforming the way brands communicate with consumers. He made the following points:
79% of smartphone owners check their device within 15 mins of waking
The rate of change today is faster than we can even comprehend
Micro-moment drivers, there is an opportunity to drive conversion mobile is 13% faster compared to desktop
Lewis believes messengers are the way forward they now account for 3 of the top used apps.
Platforms are battling for our time and looking for new ways for us to spend time with them. They are trying to build habit forming products for us to become addicted to them
He gave four key principles for Facebook Ads:
Plan for sound off
Optimise your screen
Fight the feed
Rethink story tellingPowering the human connection, HootSuite
HootSuite Industry Principal, Adrian Cockle spoke about how we can transform social marketing strategy simply by putting Humans first. He believes the key to digital transformation is to be more human.
Why do so many brands struggle with digital Transformation? Cockle gave three reasons:
Rewiring legacy ways of doing things
Too many strategic choices
They focus on short term results rather than long term vision
He gave four simple rules to follow to simplify your social strategy:
Put Humans first always
Humanity isn’t a trend
Embrace social evolution
Fall in love with customer problems
He quoted ‘Human nature stays constant. But the way we communicate does change. It’s our job as marketers to adapt these shifting behaviors’. Customers want to speak to people, not brands.
Key take away: Technology is not the core of digital transformation, humans are.Stop The Media Death Watch: How The Publisher-as-Platform Model Will Save Us All, Dailymotion
In this session, Claudia Page, VP of Partner and Product Development at Dailymotion covered the platform-as-publisher model. We all know newspapers and print and declining and online publishers are struggling too. This is because users will go to social media to catch up with news and media. Consumers attention is now spread across various platforms and channels it is becoming more challenging to grab their attention.
There is also a significant increase in competition making it hard for publishers to build and grow their audience. She believes in order for publishers to survive the platform as publisher model is the way forward and will be the only way to command your audiences attention.
How do we fix this problem?
Orginal content is a key trend at the moment, look at how you can write more of your own content to drive traffic
Publishers need to act more like platforms, it means you can focus more on mass verticles and niche audiences
Look at how you can introduce video into this model
Focus on one subject and own that subject – this will give you an edge
Premium content brands are still king
Trusted content is the best way to ensure brand safety
She left us with a formula for success in the publishing world. In order to succeed you need niche content and credible sources.
Key take away: All media starts broad and becomes channelized over timeChatBots and the social commerce revolution 2023, We are social
86% of millennials agree that brands should use chatbots to promote deals, discounts, and offers. We are social covered 2 case studies Domino’s, and Skyscanner.
Create a character first
Design a conversation based on order
Chat bots have feelings, copy first, not code
Don’t let the internet beat you
Keep them hooked
Don’t make it too complicated
Don’t expect people to just use it because it’s new. Give users a reason to use it
Epic fails can happen to bots and Humans
People are now communicating mainly on Messenger apps, 6 of the top 10 apps are messaging apps. We need to be focusing our strategy on these apps in the future!
Key take away: When developing chatbots aim for a more human conversation with customers and focus on the copy before the code
If I could summarise what I learnt in three points, it would be:
Look to be more human and authentic when speaking to customers
Embrace VR and consider how you could integrate it into your marketing strategy
Stop interrupting your users feed by shouting irrelevant information at them. Instead, focus on meaningful content that you users actually want to see and start from there.
Overall SMW London was a fantastic conference, packed with informative and insightful strategies to take back to the office. If you work in or love social media I would definitely recommend attending in 2023.
From We Are What We Eat: A Slow Food Manifesto by Alice Waters, published by Penguin Press, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC. Copyright © 2023 by Alice Waters.
In the very early days of Chez Panisse, I knew the importance of the flavor and freshness of our ingredients, but seasonality wasn’t uppermost in my mind. The truth was, seasonality was an invisible force that we were grappling with every day, but we weren’t fully committed to understanding what it meant.
The shift to seasonal cooking at Chez Panisse came with our connection to the farmer Bob Cannard, and the aliveness of the food that came into the restaurant from his farm. Part of this was because of Bob’s semi-coastal Sonoma microclimate; part was because he knew precisely which vegetables and fruits he could grow successfully at different times of the year. He would send us vegetables we didn’t even know were in season. Finding something in the winter like Bob’s carrots or chicories—which were so beautiful and flavorful—was an edible education. His ingredients made us realize that there were new and different flavors to be found, whatever season we were in.Dump mediocrity; embrace ripeness
Ripeness is the key to seasonality. There’s a subtlety to ripeness, and it takes discernment to know when something is ripe: the right amount of give to an avocado, the color of the shoulders of the Blenheim apricot, the scent of a passion fruit. You must look carefully, evaluate the flavors, and figure out the essence. Discernment is not the same thing as judgment; it’s not merely “this is good”; “this is bad.” To understand ripeness, you have to learn through trial and error—you have to taste and taste again.
You really come to understand ripeness when you grow food yourself. People who farm or have fruit trees and vegetable gardens in their yards—or tomatoes or herbs on their fire escape—learn through experimentation, and after a few seasons they begin to figure it out. At the Edible Schoolyard, for example, the kids now know exactly when the raspberries and mulberries are ripe, because they’ve learned from exploration. Before they started school, they had no idea what a mulberry was! But when they come back to school in mid-August and go out for their first science class of the year in the garden, they go straight for the mulberries. Ripeness pulls them in every time.
[Related: The complete guide to building a rooftop garden]
People might think eating only what’s in season is unfeasible, or means denying ourselves foods we have grown accustomed to eating all year. We have been conditioned to expect the endless bounty of summer foods through every season, even though that’s simply not the way nature works. I say this all the time, but in truth, when all year long you eat those same second-rate fruits and vegetables that have been flown in from the other side of the world or grown in industrial greenhouses, you can’t actually see them for what they are when they come into season, when they’re ripe and delicious. By that time, you’re already bored. You’re eating in a thoughtless way. Letting go of this constant availability doesn’t have to be restrictive. On the contrary. It’s about letting go of mediocrity. It is liberating.Plan ahead and learn to preserve
Another argument I hear against seasonality is that we can’t possibly feed everyone on this planet if we have to survive on what’s locally grown. I don’t believe that. I’m convinced that using networks of small, local farms is the only way we actually can feed everyone sustainably. Yet I’m always told, “It’s all very well for you to talk about seasonality in Berkeley, but I live in Maine. We have a long winter. What am I supposed to eat?” I recognize the challenge. And it is true: in California, some fruits and vegetables do grow outside all winter long. Bob Cannard’s extraordinary farm is proof of that. We are lucky. But it is possible to eat seasonally in seemingly inhospitable climates. We are so unaccustomed to eating in season that we’ve forgotten the traditional ways people have preserved and cooked food. I am amazed by all the ways it is possible to capture seasonality: salting cod, curing ham, pickling cabbage or carrots or turnips, canning tomatoes or peaches—or cooking with all the heritage varieties of dried beans, lentils, pasta, rice, spices, nuts, and dried berries.
As recently as 60 years ago, preserving was a skill that most families had. When you know how to cook and preserve foods, you can employ these ingredients in myriad ways. Freezing can also be used to capture a moment, as with stocks or fruit that can be made into smoothies and ice creams later in the year. Preserving food helps us all be less food insecure. And while I am completely devoted to seasonality and the primacy of localness, I do recognize the benefits of Carlo Petrini’s idea of “virtuous globalization”: buying coffee, tea, spices, chocolate, and other nonperishable goods from people in other countries who are using best farming and labor practices.
Living in the season is empowering—and there can be enough local food, even in the months when there are fewer fresh ingredients available. It’s possible to prepare yourself. You need to have cool places to store sweet potatoes and apples and nuts. You need to have the forethought to capture and preserve the bounty of the harvest when it’s at its peak.
Eating in season also challenges you to be inventive. I find I take much more care with ingredients when I’m eating seasonally. I’m more economical, too: I might candy the orange rinds instead of throwing them away, and I might make a broth using the green tops of vegetables and onion skins. I’m not as inclined to let things go to waste, because I know this is the one moment of the year to have that beautiful spring pea, or that September fig. I cherish it.
[Related: Don’t waste banana peels: Turn them into tasty vegan ‘pulled pork’]
The good news is there are also many ways to naturally extend the growing season. This is not the same thing as shipping food halfway around the world or building industrial greenhouses that rely on the use of pesticides. It’s a way of working creatively with our shifting seasons. One of the most extraordinary organic greenhouses I’ve ever encountered is at the Ballymaloe Cookery School, in Ireland; the sheer diversity of plants in it is staggering. It is an organic laboratory. They have taken the local agriculture around them and extended it through the winter. There are still limitations, of course—you cannot have a ripe cherry from a greenhouse in January—but your options can be expanded through skillful organic, regenerative growing practices. And it can happen all over the world.Be patient
Waters working in her backyard. Courtesy of Alice Waters
Patience is obviously part of seasonality, too. Every year, we can’t wait for the arrival of our California king salmon. But we do wait. And when it’s finally in season, we have it on the menu all the time, and it is sublime. Most important, cooking like this helps us to remember that we can’t expect the salmon season to be what it has always been. The local salmon’s availability is different every year, because of global warming, overfishing, and natural environmental shifts. Two years ago, the local salmon was available for only six short weeks. We have to go with nature’s ups and downs. And when we do, we become more attuned to the bigger picture of what’s happening to our ecosystem, and we want to take care of it.
Because it is terribly important that we accept change. Everything is different all the time—when we want the world around us to always be the same, we are swimming upstream. Seasonality helps guide us and propels us to embrace change rather than dread it. When you accept the seasons, you feel the ephemeral nature of each moment and understand how fleeting and precious life is.
Alice Waters is a chef and the founder/owner of Chez Panisse in Berkeley, California (est. 1971). She has won numerous awards, including the National Humanities Medal, the French Legion of Honor Medal, the Cavaliere of the Italian Republic, and three James Beard Awards. As vice president of Slow Food International and founder of the Edible Schoolyard Project, she has helped bring organic seasonal food awareness to people of all ages all over the world.
Buy We Are What We Eat: A Slow Food Manifesto here, now available in paperback.
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