Social Media Strategies
Apr 15, 2024
TAKE IT DOWN
One of the very best decisions any leader can make is to utilize the power of social media. We literally have an extremely powerful vision casting mechanism at our fingertips and one that we can use whenever and wherever we would like.
One summer, I was speaking at multiple summer camps and they had a block of PC’s in the leaders headquarters that were available for us to use. This was back in the day when we didn’t have internet access on our phones. Well, I’m dating myself here, but do you remember when our phones just called people? Then we could text them and if we were really lucky, we could play the great game: snake.
There was a 30 minute limit for using these camp computers and then our time was done for the day. That seems so archaic now considering that the average adult spends at least 2 hours and 30 minutes on social media everyday. And according to Gallup news, the average teenagers spend anywhere from 4 to 5 hours a day just on social media.
That summer, I had fallen in love with posting a weekly blog post. I loved my blog. I dreamt of having my blog blow up with thousands of readers. I wrote about communication and my family. I told funny stories and published the occasional post about Hootie and the Blowfish. On a side note, yes, I believe Hootie is the greatest rock band to ever walk the earth.
It was during that summer that I first realized how powerful my communication on my blog was.
Early one morning at camp, I started writing a blog post. I decided to write about communicating with your team in healthy ways and I decided to use my former boss as an example.
You see, earlier that year, I decided to leave a job I loved because of a very micromanaging supervisor. I loved the organization and the people I worked with, but I could feel my life being sucked out of me due to a very unhealthy work culture.
I never named any of the people, but I used examples from my experience. As I wrote the article, I shared how painful it was to leave that job and why.
After checking the spelling, I pressed publish and I logged out. I walked away from the leader's headquarters feeling pretty good.
The next morning, I returned to the computer, logged on and found my blog was doing pretty well. It had become my best performing blog post and the comments were piling in. People connected with the content and were sharing their stories in the comments. But, the hitch was, they weren’t holding back. They used first and last names. They blasted people.
It really became a dumpster fire and it was my online presence that started this.
When I logged into my email, I was greeted with an email from a mentor. I’ll never forget the subject line:
Take it down.
They went on to explain that even though I didn’t name my former boss, I still caused a lot of confusion and hurt in the community that I had left because I opened up some major wounds.
AWARENESS & STRATEGY
So, how do we post healthy, positive and helpful content and comments on social media?
Some leaders will push back against this and say something like, “It’s my social media page; I can say what I want”. Yes, that’s true. You can say whatever you want. But, should you?
Will you regret it in the future?
Could it do more harm than good?
These are all questions you have to ask yourself to identify if your post or comment is negative and unhealthy. Then you’ll have to decide if posting is worth it.
Today, healthy and effective communication is extremely important for leaders looking to connect with their audience and build meaningful online relationships. With social media platforms serving as powerful tools for engagement, mastering healthy communication on these channels is essential for leaders striving to leave a positive impact.
Let’s explore practical tips and strategies for leaders to navigate social media communication in a healthy way, while maintaining authenticity, transparency, and professionalism.
Social media has revolutionized the way we communicate. It has given us amazing opportunities for connection and collaboration. It has come so much further than my blog of the early 2000’s. But it also gives some major challenges for leaders who are trying to convey their message effectively and navigate the complexities of online interaction.
So many things can be taken out of context, causing harm. From the constant influx of information to the diverse audience demographics, understanding the dynamics of social media communication is key to crafting impactful content. So, it’s important to be aware and intentional about your social media strategies.
Know your goals. Leaders must first define their goals for social media. Whether it's building brand awareness, driving engagement, or promoting thought leadership, having clear objectives will guide content creation and strategy. It is imperative that your social media aligns with your life vision, mission and values. Make sure that your content resonates with your audience and reinforces your brand.
Know your audience. By crafting content that speaks directly to their audience's needs and desires, leaders can foster stronger connections and drive meaningful engagement on social media platforms. Healthy and effective communication begins with a deep understanding of your audience. Doing an audience analysis will allow you to tailor your content to suit the preferences and interests of your followers.
Know your boundaries. In the fast-paced world of social media, it's easy for boundaries to blur and lines to be crossed. That's why it's crucial for leaders to establish clear boundaries and guidelines for their social media communication. From setting posting schedules to defining acceptable content topics, creating a policy for responsible posting ensures that you maintain professionalism and integrity in your online interactions.
PRACTICAL TIPS
- Be transparent and authentic. These are the cornerstones of healthy & effective communication on social media. By being open and honest with your audience, you can build trust and credibility, foster deep connections and loyalty. Whether it's sharing behind-the-scenes glimpses of your work or admitting to mistakes, embracing transparency allows leaders to humanize their content and brand, and connect with their audience on a more personal level.
- Choose your language and tone carefully. Pick your words deliberately. I did not do this well with my blog post back in the 2000’s. You don’t have to be robotic, but strike a balance between professionalism and approachability. You want people to want more so adopt a tone that resonates with your audience. Find your voice and be you. Resist the urge to pick a fight or respond in haste if someone leaves a negative comment.
- Remember to ask for feedback. It’s a valuable resource for leaders looking to improve their social media communication skills. Instead of shying away from criticism, embrace feedback as an opportunity for growth and learning. By listening attentively to your audience's concerns and responding constructively, demonstrate your commitment to customer satisfaction and continuous improvement.
Also remember that social media is not just a platform for broadcasting messages. It's also a space for collaboration and engagement so don’t skip out on liking and commenting!
As leaders, we should always look for opportunities to interact and foster meaningful conversations. This builds a sense of community. Whether it's responding to comments, hosting live Q&A sessions, or collaborating with influencers, engaging with followers strengthens relationships and makes your brand more known.
When I hit publish on that blog post way back in the early 2000’s, I knew deep down I shouldn’t have been so harsh about my experience. But, I let my feelings get the best of me. The next morning, I had an email from a mentor asking me why I published something so negative.
They called me to a higher standard.
They were right. I immediately pulled it down and decided to try my best in the future with my blog posts. Fast forward all these years and now there are even more ways to post and comment. I still remember that challenge from my mentor and I’m doing my best to choose healthy and effective communication.
Communicating on your social media platforms is a journey that requires dedication, self-awareness and continuous learning. But if you set clear objectives and boundaries, know your audience, and carefully choose your words with authenticity, you can build meaningful connections and foster great engagement on social media platforms. With the right strategies and mindset, you will be able to navigate the world of social media communication with confidence and leave a lasting impact on their audience.
By Jason Raitz - CEO, Speak with People
Jason trains Fortune 500 companies in healthy communication skills, hosts the Speak with People Podcast, and coaches leaders to become healthier and more influential communicators.
