I would take a guess that one in three new clients asks this question within 12 days of working together: “Ok great, ‘X’ is working, now should we roll it out on Instagram?”. Sometimes the answer to this question is “Yes, that makes sense, and it’s the time to do it”, but more often than not, my response is “absolutely not”.
And that “absolutely not” stems from the idea that: If you’re going to do something, do it well. Do it justice. Invest the resources. In the end, if it fails, the reason is never “It would have worked if only we’d been given X”. Replace ‘X’ with: money, time, people, skills, etc.
I’ve never seen a brand truly master a single social channel (be it Facebook, Snapchat, LinkedIn, or any other). I’ve seen many brands do a great job, and get results, but when asked “what else could you be doing?”, there’s always an answer; There’s always something more.
Ultimately, we just need to decide what is ‘good enough’ (to define the benchmark) before taking resources from the effort that is working, and adding further responsibilities. For example, incorporating a new channel.
We need to ask ourselves, “What’s good enough?”
For me, it’s the 80% rule. Are we doing 80% of all of the things we could be doing? Are we doing enough to gather consistent data, and generate a consistent result? If we kept moving on our current path, is the result predictable? If it is, then we’re in optimisation zone, and it’s time to invest in new channels, because we’ve got the benchmark nailed for our current efforts. My biggest issue here is that in almost every case, there’s a cost in expansion. The setup of the profile is easy; Anyone can do that. But there’s also content, ad management, outreach, community management, analysis and reporting. That’s where the incredible amount of time and resources are required. When you palm off ten social accounts to a junior content creator, you shouldn’t be surprised when the strategy just becomes a “find an article and post it everyday” distribution play.
If instead, you asked them to look at each of the channels and write a report on where the brand is getting the strongest return, then let them execute on the three most valuable tactics, they’re going to deliver a much stronger medium short-term result.
So with that, I’m hereby announcing that JMD (and myself) are going to be consciously NOT ACTIVE on Twitter in the immediate short term.
I don’t have a personal vendetta against Twitter (in fact, for many years, I’ve loved it), but I know first hand that if I don’t invest a few hours a week into it (at a minimum), then it’s not going to serve any objective at all.
This isn’t me proclaiming Twitter’s death by any means. I just know that for the internal resources that we need to allocate, we’re currently generating a better return for JMD using Facebook, Instagram, and LinkedIn. We’re still experimenting with other channels (using on and off-brand accounts), but I’m well aware that for Twitter, we won’t need an ‘always on’ strategy. In saying that, the accounts will remain intact. This is because:
- We need to know what’s going on, and we need to have platforms to test on, whether it’s new functionality, to do research, or to reach specific people.
- The Twitter ad network can still be very effective depending on brand, campaign, and targeted market segments.
Am I paying attention? Of course! Will we continue to run experiments with it? Of course!
Do I need to tweet and reach out to people on Twitter every day? Not right now. Want to get in touch, try me on LinkedIn – You’re much more likely to hear from me there ;)!