Your Constantly Evolving, Constantly Changing Social Media Plan

When I was younger things were simpler. TV, Print News, and when the internet, even websites would remain pretty static. My, how things have changed! In a world of “Generation Me”, with Millenials being raised on the internet and using technology and social media for most of their lives, marketing, and technology is so much different! As a marketer, your audience expects change, and they expect it fast.

It’s for this reason that social networks evolve so quickly. I remember numerous companies rising up on the backbone of Facebook, only to find out Facebook’s rules for their platform changing and completely going out of business as a result. I learned this the hard way with my service, SocialToo, which, based wholely on the premise of a user’s social graph on Twitter alone, and the ability to auto-follow, was quickly overrun by changes in Twitter’s API policies which rendered my business model obsolete.

Am I bitter? Maybe a little, but the fact is I’ve learned my lesson. In this ever-changing world of social media, marketers and business owners need to be willing to adapt very quickly, and look to the future, expecting these technologies to change fast, and the rules that go with them. What works today will likely not work tomorrow.

Facebook is already making this evident in their changes in News Feed policy, suggesting they will begin punishing “memes” and “calls-to-action” in posts on Facebook Pages. In the past, this is what performed best because it produced the greatest engagement, and in fact still does! Marketers are looking towards a sore wake-up call if they are not preparing for these changes.

In every presentation I make, even in my recent course on Facebook Ads (you can download it here!), I always tell people not to believe me. Always test, test, test. What works for me may not work for you, and most of all, Facebook is in a state of constant flux and change due to the ever-changing attention spans of its users. Marketers need to study these early, and study them often, and continually test the strategies they employ on social networks or their social strategies will not work.

The strategies and techniques I share in my courses and consulting and speaking work – I’ve tested them, and they have produced results for me. But a Social Media Marketer needs to be on their toes. What works for me may not work for them. A good Social Strategy needs to be constantly evolving, constantly changing, and forever in flux. There should be no end in technique and growth of that technique. That is where you will see your greatest success – constant change.

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jessestay

Jesse Stay has been a pioneer in the space of social media marketing since before it was called "social media marketing". Originally a software developer, Jesse built a tool called SocialToo.com which helped brands like Pepsi, Brittany Spears, and MC Hammer grow their social media presence, and before he knew it brands were coming to him for help to grow their presence in very unique ways. His tool was featured on almost every tech blog and even mainstream news sites like New York Times, Techcrunch, and Mashable. Jesse also spent a brief period working FOR Facebook, Inc., helping them to build out their documentation to help companies integrate Facebook Connect into their websites and mobile apps. Jesse took his skills and helped the LDS Church kick off most of its social media programs. While there he helped launch the award-winning "I'm a Mormon" marketing campaign with global reach worldwide in the millions of views and followers. Jesse established new global programs at the Church to further grow its reach amongst both members and non-members of the Church, working with every department of the Church, also including entities like the Mormon Tabernacle Choir and Brigham Young University. He also helped the Church navigate its voice and presence during the Mitt Romney Presidential campaign due to the significant attention the Church was getting at the time. He established the social media advertising techniques and strategies employed at Deseret Digital Media growing over 20 million fans across their news properties in just 6 months, and was featured on AdWeek for his success. As founder and Principal of Stay N Alive, Jesse has developed very unique techniques in social media advertising to help organizations grow presences, within months on minimal budgets, into hundreds of thousands of highly relevant and engaging fans and followers. He designed and teaches social media advertising at LDS Business College. He has helped grow sales, and has a belief that yes, you CAN measure social! Jesse has been featured as one of 10 entrepreneurs to follow on Twitter (next to Biz Stone and Ev Williams, founders of Twitter) by Entrepreneur magazine. Jesse has written 9 books on the topic of social media marketing and development, including Google+ Marketing For Dummies and Facebook All In One For Dummies, and eats, lives, and drinks social media with a personal combined presence of over 600,000 followers on his personal social profiles.

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