Globe Content Studio<\/a>, as a division of a major news outlet that reaches 20 million Canadians a month, has worked with a broad array of advertisers across every industry. We\u2019ve learned how they think about, execute and extract value from social platforms, which means we\u2019ve seen a lot of what works \u2026and what doesn\u2019t.<\/p>\nMany brands both large or small, in fintech or flower arranging, online or IRL, tend to make the same social media missteps. Which isn\u2019t surprising, especially in 2021. But here\u2019s the biggest one – and how you can avoid it.<\/p>\n
Don\u2019t forget who you are<\/h2>\n
\u201cKnow thyself.\u201d It’s an ancient maxim we\u2019ve all heard countless times. What does it mean? In a nutshell, it\u2019s knowing who you are, and who you are not.<\/p>\n
In our world, this translates to knowing what your business goal is, and what it isn\u2019t. How can social media serve those goals, and how might it distract you from them? The answers to those questions are the blueprint on which every social strategy needs to be based. <\/p>\n
We see companies trying to be everywhere, do everything, be everything to everyone. It\u2019s a great space to experiment, but not at the cost of your brand or bottom line. Before every post, we always ask: \u201cWhy are we posting this?\u201d If it\u2019s not already a habit, make it one.<\/p>\n
Beware the bandwagon effect<\/h2>\n
Trending memes are one of the easiest ways for brands to get distracted and miss the mark. Case in point: Drake\u2019s latest viral hit, when he announced a new album this summer. <\/p>\n
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Social media is no longer a fresh-faced rookie on the marketing scene – a fun, easy and effective way to get your name out there – it\u2019s now a primary business engine. We rely on it to generate leads, push sales, provide customer service and analyze complex data. <\/p>\n