If I were starting from scratch with social media, or revamping a social media strategy, here’s what I would focus on in Facebook, Instagram, Twitter, and YouTube.
The majority of the content created for Facebook would be uploaded video and live streams.
The majority of time spent on the platform would be in Groups.
I would build an ad strategy around people who had watched videos or shown interest in events and create look-alike audiences for those people.
I’d also use Messenger as a customer service and “quick question” channel.
I’d take people behind the scenes.
I’d make sure the feed has some nice visuals including close-ups of items as well as a few nice text overlays.
But I’d spend most of my effort on Stories and exploring all the engagement stickers they are adding, including polling, quizzes, countdowns, etc.
I would treat Twitter like the news app it is. It’s all about real-time communication of and reaction to breaking news and what’s happening in popular culture.
I would follow Twitter’s own advice to business users: “Have a point of view, literally and figuratively” and produce content that says, “Look at this, not look at me.”
I’d treat YouTube like the search engine it is and focus on producing content that people are actually looking for, such as how-tos and Q & A content.
To the extent that I had entertaining content, I’d share it here.
If you were starting from scratch with your social channels, with no preconceived notions of doing what you’ve always done, what you would share? I’d love to hear your thoughts in the comments.