What If You and Your Brand Could Break Up with Social Media?


Is your relationship with social media dysfunctional? You discover the platforms engaging as a result of they draw billions of individuals. And although billions gained’t be interested in your model, you continue to ponder what your (and your model’s) life could be like with out these handsome social media platforms.

You’re not alone. Marketers’ flawed social media relationships revealed themselves once we requested Content Marketing World audio system which social media platform they wished they might (or are planning to) go away behind.

A confession by Kiley Peters, proprietor and CEO, Brainchild Studios, displays the pondering of many who responded: “I have a love-hate relationship with most social media platforms.”

Read on for extra solutions and ideas divulged by CMWorld audio system. You’ll be taught:

  • Which platform acquired probably the most “we-wish-we-could” break up feedback
  • Which platforms aren’t contributing to the connection anymore (in the event that they ever did)
  • Which platforms manufacturers are staying with
  • What it takes to create and maintain a satisfying relationship

Breaking up huge time

The largest platform – Facebook – had 2.41 billion energetic customers in June 2019 (an eight% year-over-year enhance).

And but (or maybe that’s why), Facebook topped the casual breakup record.

“Yawn,” wrote Michael Weiss, vp, Creative360. Christoph Trappe, chief content material officer, AC Business Media, merely stated, “Ugh.” Neither are good phrases to explain a satisfying relationship.

Some responders shared their need to dismiss the platform, together with Jesper Laursen, CEO, Native Advertising Institute; Courtney Cox Wakefield, group supervisor, digital advertising, Children’s Health; Jeff Leo Herrmann, president, Madison, Michigan & Market; Tamsen Webster, founder and chief message strategist, Find the Red Thread; and Andy Crestodina, co-founder, chief advertising officer, Orbit Media.

Others stated their Facebook relationship isn’t nice, however they maintain it going as a result of they get some good from it. Melissa Harrison, CEO, Allee Creative, confessed: “Personally? (I would get rid of) Facebook. I value phone calls, in-person/face-to-face messages with my network over Facebook messages and posts any day. That said, Facebook is also a platform where I get most of my news. It’s a Catch-22 for me.”

Michaela Alexis, LinkedIn speaker, coach, and co-author of Think Video, explains why Facebook was her breakup alternative. “Facebook has become this weird assortment of audience members after attempting to be everything to everybody,” she explains.

John Hall, co-founder, Calendar.com, has lowered his time with Facebook, however he admits, “I don’t think it will ever be completely left behind.”

Like John, Dan Hatch, founder, Typeset, has reduce his time on the platform. “Personally, I barely use Facebook at all now. Professionally, obviously, I still have to keep it. But Facebook doesn’t really want us there. They’re not doing us any favors. They’re a business, I get it. But if I’m not seeing results there, if my audience isn’t there and isn’t engaging there, why would I use it?” Dan asks.

Jay Acunzo, founder, Marketing Showrunners, deleted his Facebook account. “My life is better for it. I’m not willing to trade quality of life for marketing results,” he says. “I see better results today through other channels now that I’ve reinvested time there.”

.@JayAcunzo deleted his @Facebook account and noticed higher outcomes reinvesting his time in different channels. Click To Tweet

Professional service companies aren’t on Facebook, so Ahava Leibtag, president, Aha Media Group, is okay with a Facebook breakup.

Dennis Shiao, marketing consultant, Dennis Shiao Consulting, sees causes to disconnect from Facebook for content material distribution and causes to maintain up the model web page for appearances. But he additionally sees one other good high quality: teams. “Create a Facebook Group for your customers,” he advocates.

Groups are the explanation freelance content material author Kristen Hicks can’t break up with Facebook. “I’ve definitely thought about leaving Facebook, but I find the groups too valuable, so I guess I’m stuck,” she says.

And Joe Pulizzi, founder, Content Marketing Institute, is aware of Facebook isn’t a very good accomplice. “I’m starting to believe that Facebook is detrimental to society,” he says. “I’m not sure what to do about it, but I’m concerned.”

Seeing much less incessantly

“I’m doing what quite a lot of social customers are doing – spending much less and much less time on Facebook and, to a sure diploma, Twitter. I’ll in all probability abandon Snapchat all collectively, says Carla Johnson, speaker and writer.

But she isn’t able to give up all social media, simply the noisy and much less useful. “I spend more time on Instagram because I feel it’s easier to shut out the noise, and I like the visual nature of the content. I spend the most time on LinkedIn,” Carla says.

George Stenitzer, founder and chief content material officer, Crystal Clear Communications, is utilizing each Pinterest and Facebook much less and much less.

Kicking these platforms to the curb

Those sticking it to Instagram embody Christine Michel Carter, creator of Mompreneur and Me; A. Lee Judge, co-founder, chief advertising officer, Content Monsta; and Yadin Porter de Leon, world government content material strategist.

Sarah Mitchell, founder, Typeset, additionally picks Instagram: “I do know this gained’t be a well-liked opinion, however I view Instagram as a platform rife with faux influencers and questionable profit for B2B advertising, which is almost all of my work.

#Instagram is a platform rife with faux influencers & questionable profit for B2B. @SarahMitchellOz #CMWorld Click To Tweet

“It’s only a matter of time before Facebook, Instagram’s owner, locks down the algorithm and makes it another pay-to-play channel … I’m betting it won’t be such a lucrative platform for marketers for very much longer.”

Leslie Carruthers, CEO, The Search Guru, says although natural Instagram isn’t fairly, she isn’t abandoning the social platform. “Paid advertising on Instagram brings in B2B conversions because of the targeting and retargeting capabilities,” she says.

Mike Murray, president, Online Marketing Coach, shares a mirrored image about Instagram and social media typically. “It’s not for everyone. I’m a firm believer in the reality of opportunity cost. Marketers should reflect on how they spend their time and whether something else would help them be more efficient or successful or both in the long run,” Mike says.

Acting like he by no means even had Snapchat’s quantity, Matt Heinz, president, Heinz Marketing Inc., says, “Snap what?!” Other votes for a Snapchat dismissal embody Pam Didner, B2B advertising marketing consultant and writer, Effective Sales Enablement; Griffin Thall, CEO and co-founder, Pura Vida Bracelets; and Carlos Hidalgo, CEO, VisumCx.

Kathy Klotz-Guest, founder, Keeping it Human, sends her ironic quick goodbye: “Snapchat is the best investment I never made! Ha!”

But don’t assume Kathy is giving up on social media. “I am definitely not as focused on Facebook as I once was. I’m not walking away … spending far more time on LinkedIn and Twitter. (Twitter still works!),” she says.

Others say Twitter just isn’t their cup of tea, together with Andrew Davis, writer, The Loyalty Loop, Brandscaping, and Town Inc.; Arnie Kuenn, senior advisor, Vertical Measures; and Tom Martin, president, Converse Digital. But Tom nonetheless holds out hope that Twitter can change. “I really, really wish Twitter would focus on becoming the real-time conversation platform that it used to be in the early days instead of the human RSS feed it’s become,” he says.

Buddy Scalera, content material strategist, didn’t drag his ft in rejecting some platforms. He already dumped SlideShare, Tumblr, and Flickr.

The #socialmedia channels I dumped are #SlideShare, #Tumblr, and #Flickr, says @BuddyScalera. #CMWorld Click To Tweet

Scott Spjut, assistant vp, social and digital content material, Fifth Third Bank, would eliminate each social platform. Rob Walch, vp, podcaster relations, Libsyn, made the same declaration earlier than he threw chilly water on that pondering: “I would rather just rely on podcasting and blogging – but sadly – I know that is not realistic.”

Keeping up the relationships

While some audio system have been each wistful and trustworthy, others stayed of their actuality.

Jacquie Chakirelis, director of promoting, Great Lakes Science Center, stated she wouldn’t eliminate any social media platform. So did Annie Granatstein, head of WP BrandStudio, The Washington Post: “We want to be wherever the audience is that we are trying to reach in the right way for that platform.”

Viveka von Rosen, chief visibility officer, Vengreso, additionally isn’t letting any platforms go, although she sees the relationships evolving: “I will probably use Facebook Live less once I get ‘LinkedIn Love’!” (Editor’s notice: While it doesn’t seem like an official LinkedIn instrument with that identify is predicted quickly, the platform isn’t settling for simply “likes.” It is including 4 extra response choices.)

And Erika Heald, advertising marketing consultant, says she could possibly be on the just-say-no-to-Snapchat record as a result of it’s not her factor, however she isn’t. “I keep up on it in case a client wants it,” Erika says. 

Seeking actual relationships

It’s enjoyable to think about eliminating a social media platform – and generally nice remedy (for you and your model). But Carlos Abler, chief of content material advertising technique, 3M, says manufacturers ought to ask how they acquired to the purpose the place failing to attach with individuals on social is the channel’s fault and not theirs.

We all know any good and sustaining relationship requires a technique – a cause why you’re collectively and what you hope to get out of the partnership.

“Rather than eliminate social media from your marketing, redefine which social media platforms and audiences you use in your plans. Where possible, be selective in the options you choose to attract your best customers,” says Heidi Cohen, chief content material officer, Actionable Marketing Guide.

OK, now again to the remedy and enjoyable. Which social media channels do you wish to throw out with the trash? Which fall into the simply can’t-quit-you class. Let us know within the feedback. We’re right here for you.

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Cover picture by Joseph Kalinowski/Content Marketing Institute




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