I’ve seen several articles recently – and well, always – about ways to engage audiences across social media channels. But nobody seems to talk about taking a “It’s THEIR Platform” mentality with social media campaigns.
And very rarely do I see an article talk about if you should be there at all, but that’s a different Strategic Thought.
There are always a lot of great tips on how to attract audiences on the rising platforms – TikTok, Instagram, YouTube, and of course Facebook. I even saw an article this week talking about the social media channels that are “losing steam in 2022,” including Tumblr and Twitch, but there are still tips on engaging those audiences.
There are tips on what type of video you should create, what types of messaging resonates best, what time of days to post, and so much more.
These are the tried and true “best practices” that so many communicators preach, even though these best practices change on almost a daily basis. And that’s where today’s strategic thought comes in.
It’s THEIR Platform Mentality
As I’ve been thinking about these tips and best practices, it occurred to me that the audiences we’re trying to engage take ownership of these platforms. They see these channels THEIR platforms, and we need to adopt that mentality.
I’ve said this before, but it’s not about us or our brands, it’s about your audiences and what they want. Brands shouldn’t force fit their style or goals onto any specific social media or content platform.
We get tips on how to engage on these channels, but if our approach puts our brand as the focus then we’re missing the point and nothing you do will resonate.
You’re the guest in their house, and that means you need to adopt the “It’s Their Platform” mentality.
As communicators representing brands, this can be a difficult mindset shift. Afterall, we want to put our brand in the middle of everything. We ask questions like:
- What will make our brand look good?
- How can we be edgy and trendy with our content?
- What content can we create that aligns with our brand values?
- How can we get people to click on that link?
These types of questions go on and on and I’ve heard them in strategy conversations a million times. The problem is that we’re putting our brand first and not taking the “It’s Their Platform” approach.
Reframing Questions With A “It’s Their Platform” Mentality For Social Media
The mindset shift to a “It’s Their Platform” mentality can be tough, but there are some simple ways to reframe strategic planning questions to help you along the way.
And it starts with using language that puts your audiences first. We have always been taught to ask the Who, What, When, Where, and Why as part of the planning process. In my work with the military, the 5 W’s is a must for any campaign.
So instead of framing the questions around our brand, let’s frame them around the audiences:
- Who do THEY want to hear from?
- What content do THEY find valuable?
- When do THEY want to engage with friends, networks, or brands, if at all?
- Where do THEY want to communicate or hear from our brand?
- Why would THEY care about what we’re saying?
- And even, How do THEY want to be engaged with?
This one simple shift completely changes the framework of how you approach your campaign.
And no, the job isn’t over once you’ve answered these questions. You’ll have to tie these answers to your brand values and what makes sense for your organization, but foundationally you’ll be in a better spot to get that engagement you’re looking for.
More Strategic Thoughts
Here are some recent posts to help as you create your Strategic Communications campaigns, including the importance of having a strategic communications plan:
– Strategic Thoughts: Leveraging Leadership Principles for Communications
– 3 Thing You MUST Consider During A Crisis Not Directly Impacting Your
– Do I Really Need A Strategic Communications Plan?
– How To Get The Right Timing For Your Announcements
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
– Don’t Let Perfect Be The Enemy Of Effective
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
