If you have tweenaged kids (wait, is it tweenaged or tween…in this instance is tween singular or plural? Wait, is the term tween still being used? Idk man, I’m gettin old, anyway) if you or anyone you know has a child around the age of 12 years-old, then you’ve probably heard of a little television phenomenon created by Rebecca Sugar called Steven Universe. Alternatively, maybe you’ve heard of it because you’re like me and will watch anything and everything that’s put in front of you. If you’ve never heard of it, I encourage you to check it out as soon as possible, it does not disappoint. Regardless, you’re probably wondering, “Jasmine, where the heck is this going?” well I’ll tell ya friends.
Many wonder what’s the secret to a rockin social media strategy? Is it posting on to Facebook but not Twitter? Focusing more on one medium than another? I’m here to advise that it’s a mix; the secret to digital marketing is to play your strengths, much like the Crystal Gems. Even though they’re strong on their own, the gems always perform as a formidable force when battling together, just look at Garnet and the other fusions.
So, when you think about it, the goal of the Crystal Gems protecting the Earth from their Home World is the same as your marketing goals! If that’s now a fact, then how do the Crystal Gems fit into this? What individualized part do they play? The Gems would be the tactics you use in your strategy. You could use just one of these warriors to go out and save the world from destruction, although you probably wouldn’t. Simply because it makes no sense to have all these cool warriors with powers and not use them, however, it also doesn’t quite make sense to use them all at once, like it’s not the worst idea on the planet but it’s also not the greatest; they would tire out faster and at the same time. Whereas if you were to strategize and send them out purposefully to attack, their energy won’t deteriorate so quickly and they’ll have a more successful fight.
In the show, the main Crystal Gems are Garnet (the cool and sensible one), Peral (the high strung organized yet loyal and true one), Steven (the amateur who can’t completely control his new developing powers), and Amethyst (the why take life so seriously, no one gets out alive one). For our purposes, let’s say Garnet is Snapchat, Pearl is Facebook, Amethyst is twitter, and Steven is Instagram, and your goal is to raise your brands' awareness to boost sales. What’s your first thought? To post the same material onto your social media pages verbatim all at once. If you answered yes to that then stop it, just stop it, we just went through this in the previous paragraph. Let’s be strategic about this, when it comes to online content it must be diverse and catered to the platform it’s being released on; just because a post is successful on Twitter does not mean it will work on a different site such as Tumblr or Pinterest, they’re completely different beasts. To account for this, you need to cater your content to the audience of the social media platform you want to use. If you don’t, that would be like sending a Gem out to fight using a weapon that she hasn’t trained with before.
All right, let’s apply what we’ve learned, to attack our goal we’re going to need a fierce team to take it down. We can use Garnet’s gauntlet gloves as an attack to raise awareness by creating a geofilter using your brands’ logo or just simply your name and a cool graphic on Snapchat. You can then send out Steven with his shield and sword to help Garnet in her attack. In the social media realm, he would be the act of saving that image and posting it to Instagram to make consumers who are not in the radius of the geofilter aware that you are on Snapchat as well as post high-quality photos of your product for them to like and share with their friends. Once Steven and Garnet have finished their attack, you can send Pearl in with her swift sword, this would be similar to utilizing Facebook Ads to promote your page and drive traffic to your website where consumers can freely shop and learn a little more about you in the process. For a final attack, you can send in Amethyst and her whip to bring the foe down. This would be the equivalent of interacting with similar brands as yours on Twitter it will grow your influence in your fields and direct you towards new leads. This is mega important because as we all know if you’re not learning you’re not growing, and if you’re not growing then what’s the point.
Now, do you have a better understanding that the secret to a rockin social media strategy is intersectionality? In my example I used some of the top four social media platforms that are out there, but remember, you don’t have to use more than you need to, if you can get your point across and reach your goals using two because those are two platforms that you’re good at using and your follower are constantly engaged then go for it, it will take a little A/B testing to figure out a perfect mix but you’ll get there; remember no one will ever be perfect at social media because it’s constantly changing.
Take this new found knowledge and go conquer your goals!