It’s good to re-examine your social media strategy at least once a year. It’s also perfectly natural to do so around the time when one calendar year is ending and another is beginning. This also gives you access to a lot of free, professional insight as you lay out a new social media strategy for the next several months.
In digital marketing as in a variety of other fields, December is usually marked by the publication of a wide range of articles looking back on trends from the past year, or looking ahead to trends that are just emerging. The end of 2020 is no exception, although some of those articles are sure to acknowledge that the year-in-review serves a slightly different purpose this time around.
If you peruse current articles on digital marketing and social media strategy, you’ll probably find that much of the relevant insight has to do with resetting after your ordinary approach has been thrown off by unusual circumstances. The coronavirus pandemic put huge segments of the economy essentially on pause, and prompted a dramatic realignment of marketing priorities for others. Now we are tentatively looking forward to things getting back to normal, and every company that underwent changes will have to think about whether, when, and how to reverse them.
Regular readers of this blog may recall it offering some recommendations about how to alter one’s social media strategy to accommodate the altered landscape of digital marketing during the pandemic. The general thrust of the advice was to use this time to cultivate organic interactions with your customer base, while de-prioritizing the sort of content that pushes for immediate sales. Those who followed that advice should think of a prospective return to normalcy as an opportunity to harvest the fruits of that lockdown strategy.
You should find that other blogs and marketing websites are conveying the same message as they look forward to the New Year and to the vaccinations and economic recovery that are expected in the months to follow. A recent article by Marketing Week, for instance, said, “In 2021, marketers will strive to place more value on content over engagement” after having deliberately thrown off the balance of elements in their social media strategy during the pandemic.
This year in particular, the value of such articles comes largely from their reminder that many business owners are in the same boat. But if you’ve been reading the right advice throughout the year, hopefully you’ll find yourself in a position to steer that boat more effectively toward the shore of a post-pandemic rebound.