If you’re not addicted to social media, I bet you know someone who is. You know, that friend that uses Instagram live ten times a day, can’t eat a meal without posting the experience and delights in every new follower, like, comment, and share. For many, your phone is the first thing you see when you wake up and the last thing you check before catching some shut-eye.
Just as individuals can be addicted to social media, brands can be, too. Except, instead of selfies, social media addicted brands are regularly posting engaging content, interacting with consumers online and establishing a strong voice for their products and services. In short, having a healthy addiction to social media should be a goal for every digital marketer.
Social Media: Business vs. Pleasure
Managing your own social media is far easier than running a brand’s social media because posting to your personal accounts involves little to no strategy. You decide what you are going to post and when you are going to post it. There is much less thought that goes into snapping a picture of your kitty curled up in a laundry basket or replying to your friends on Facebook than working on strategic branded content.
One day, you might Instagram a sunset, share a few BuzzFeed articles and post 20 pictures from last weekend’s trip to Big Sur. However, the next day, you might go radio silent and not post any content. You get the idea. For most social media users, content is not posted consistently. Of course, this excludes people who are social media addicted and make a point to post to social media multiple times per day.
There is a stark difference in how social media is utilized for branded content and personal accounts. Some personal social media users that post regularly share engaging content that followers crave on the daily. Take, for instance, food bloggers or yogis who use beautiful pictures to link back to a blog, promote events and share recipes. This group of social media addicts are, by and large, doing it right.
Then you have the others, the people who post frequently, but the content is neither engaging nor necessary. This is the person you decide to block from your Facebook newsfeed because you can’t stand to read another status update about how she has the best boyfriend in the entire world or how her dog hates getting his teeth cleaned. You don’t care. In fact, you wish it would stop. These people are oversharing content in a negative and useless way. That said, having a social media addiction can be a positive and beneficial experience for both the sender and the receiver of the content.
How Social Media Addiction Is A Two-Way Street
Utilizing social media successfully is all about striking the perfect balance between sharing content that matters and posting often enough to establish a dominant web presence. Unlike casual social media users, who often post blasé content, every branded content post has to pack a punch. Branded social media requires strategizing, creating, planning, scheduling, posting, responding to friends and foes, measuring, reporting and fine-tuning your strategy. This requires a lot more brainpower and time than you would think.
Done properly, social media can engage your supporters and turn your detractors and lukewarm customers into loyalists. So despite all the hard work and time associated with social media, being addicted to it can turn into addicted customers for your brand.