Learn from Andy Lambert about the six C's in social media strategy, the role of trust and word of mouth in building a brand, the importance of emotional connections and content planning, the power of collaborations and building communities, the drawbacks of achieving viral status, strategies for getting buy-in on LinkedIn, and creating social media posts with a framework and content pillars.
Building a solid social media strategy is crucial for businesses, with a focus on understanding the audience, telling a compelling story, and leveraging content pillars for success.
Testing and evaluating multiple social media platforms using consistent content allows businesses to determine which platforms yield the most significant results.
Encouraging staff to actively engage on LinkedIn can be achieved by providing training, tools, and showcasing examples of personal brands that have benefited from a LinkedIn presence.
Deep dives
The importance of building a solid social media strategy
Building a solid social media strategy is crucial for businesses, as social media is about psychology and how brands are built. Social media should be seen as a central point of a business strategy rather than just a marketing strategy. It is essential to understand the audience, their problems, and tell a compelling story that resonates with them. By leveraging content pillars like bonding with the audience, educating them, showcasing expertise, and telling stories through various channels, businesses can achieve their goals. Collaboration and working with others can greatly amplify reach and brand trust. It's important to evaluate success through metrics like share of voice and consider multi-channel strategies to maximize the impact of social media.
Testing different social media platforms
When testing different social media platforms, it is recommended to have a consistent piece of content that is posted across multiple platforms, such as a weekly roundup or a specific content format. This allows for comparison and evaluation of each platform's performance over a month. By using this framework, businesses can determine which platforms yield the most significant results. It's important to have a multi-channel approach and consider platforms like YouTube shorts, TikTok, LinkedIn, and Instagram reels that currently offer high reach and engagement rates.
Getting staff involved in posting on LinkedIn
Encouraging staff to post on LinkedIn can be challenging but rewarding. Providing employees with training and tools can help build their confidence in sharing content. Frameworks like content pillars can guide employees in generating ideas, and they can share personal experiences, industry insights, or valuable tips. By fostering a culture of employee advocacy and showing examples of personal brands that have benefited from LinkedIn presence, businesses can motivate staff to actively engage on the platform.
Demonstrating the financial impact of B2B social media strategy
Measuring the direct financial impact of social media in B2B can be difficult due to the complexity of attribution. However, focusing on metrics like share of voice can demonstrate the impact on brand reputation and awareness. Comparing share of voice against market share and competitors can show the effectiveness of social media strategy. Providing examples of successful businesses and their social media impact, as well as the power of brand trust and recommendations, can further emphasize the value of B2B social media in driving business outcomes.
Balancing educational and promotional content on LinkedIn
When focusing on LinkedIn as the main channel, it is important to strike a balance between educational and promotional content. Providing valuable and educational content will help establish thought leadership and build trust with the audience. However, it is also important to include promotional content to drive specific business outcomes. By following a content strategy that incorporates bonding with the audience, educating them, showcasing expertise, and promoting offerings, businesses can achieve a well-rounded LinkedIn presence.
Andy Lambert’s concept of the six C’s in social media strategy is a masterclass in comprehensive planning.
Andy was part of the founding team in content cal before being acquired by Adobe. 15 years of working in social media and building audiences to drive revenue has given Andy some brilliant insights which he shares in this episode
Please check out Frontify too who were our featured partner for this weeks' session
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