Written by: Vickie Sullivan | October 25, 2018
Is It Time to Change Your Toolbox?
Unless you just splashed down from Mars, you are likely on social media. Just about all of us are nowadays. So, this ClickZ article is a handy heads-up on what’s happening on this crowded playground.
Yes, there’s good news for thought leaders who have a smaller but engaged following. Let’s drill down on the bigger picture, though. What happens when a popular tactic becomes saturated? When everyone and their housecat do the same thing? Two things:
• What used to work doesn’t anymore. Key example: Organic reach and clickbait are on the decline. What’s interesting: The approach doesn’t stop working suddenly. It’s a slow decline. That’s why a lot of folks keep doing what worked before – until it’s too late to change. The key here is to jump before the ship sinks.
Listen: When to Ditch Your Favorite Tools
• The new tactics demand skin in the game. Facebook is a great example. The platform is becoming “pay to play” in many more aspects. For example, if you want to do more than have a personal page – have a business page – you need to pay for sponsored posts to ensure your followers see those posts. This is why message strategy – what you put out – will become more important than just “getting out there.”
Keep in mind that this dynamic doesn’t just happen on social media. Any tactic is a moving target. Sometimes we need to de-clutter our toolbox and decide what to leave behind.
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