Mind Your Own Business began in 2011 as a virtual assistant company. Social media for business was in its infancy and only a few clients requested social media management for Facebook and Twitter.
In July of 2018, Emily Leye joined the MYOB team as Social Media Manager and brought her knowledge, experience and expertise for digital marketing. At this time, MYOB began to offer social media management as a stand-alone service. Our primary offerings to our clients were for Facebook, Instagram, LinkedIn and Twitter.
Remember 2018? Facebook was King, Instagram was all about perfectly curated feeds, whisperings of a new app called TikTok were just starting, and X was called Twitter (and it was a lot more fun!).
Fast-forward to 2024 and things have changed…a lot. The social media landscape is practically unrecognizable. Here’s the thing: if your small business is still relying solely on Facebook ads and static posts from 2018, you might be missing out on a whole new world of potential customers who engage with dynamic content like TikTok videos and Instagram Stories.
What Goes into Managing Social Media?
While content creation is an important part of our work, there is so much going on behind the scenes that not everyone is aware of. When we first meet with a client, we focus on getting to know their business, their brand, their voice. Social media at its core is social, so it is important that we represent our clients precisely how they would represent themselves.
Next comes the research. With every new industry comes time and care researching, ensuring we have the correct vernacular and understand the ins and outs of our client’s business. We look at competitors in the area as well as larger aspects of the industry.
Once we are well-versed enough to begin content creation, we work with our client on branding. Sometimes clients have developed branding guides with specific fonts, pantones, and logo graphics. Other times, clients ask for our guidance on branding, and we are happy to oblige, calling on our graphic designer’s skills to work with the client on branding specifics.
What’s next? Engagement, social listening, strategy meetings, posting schedules, analytics…and more! Now that the content is out there, there is still much work to be done! In order to keep our clients’ businesses ahead of the competition, we must consistently review strategy, analytics of existing content, optimal posting times, competitors’ social media, engage with other businesses or followers on behalf of our client, respond to comments and answer messages and questions. To say the least, social media is a 24/7 job! On top of the constant change on a day-to-day basis, there has been an enormous amount of change year over year.
Let’s talk about the big shift: the rise of authenticity and community. People are craving real connections and behind-the-scenes glimpses. Polished feeds are out, and user-generated content (UGC)—think customer testimonials and reviews—is in.
This authenticity focus has fuelled the rise of new platforms. TikTok, once a platform for silly dance trends, has exploded into a hub for businesses of all sizes. Short-form video content, with its focus on entertainment and education, allows businesses to showcase their brand personality and connect with a younger demographic.
Even established platforms have adapted. Instagram Stories, barely a blip in 2018, are now a powerful tool for fostering connections. There are currently over 500 million people creating and watching Instagram Stories on their mobile devices every day, making them a fantastic way to share behind-the-scenes snippets, host interactive polls, and offer exclusive deals.
But wait, there’s more! Here are some under-the-radar trends you might not have heard about:
- The rise of niche communities: Platforms like Discord, originally designed for gamers, and Reddit are now home to thriving communities for all sorts of interests. Imagine a community of dog lovers for your pet store or a knitting enthusiasts’ group for your yarn shop—the possibilities are endless!
- The “conversational commerce” boom: People are increasingly using social media to directly connect with businesses and make purchases. Platforms like Instagram and Pinterest are making it easier than ever to shop directly through the app, blurring the lines between social interaction and sales.
So, what does this all mean for your small business? It’s time to ditch the “set it and forget it” social media strategy. Here are a few tips:
- Identify your target audience. Who are you trying to reach? For instance, knowing that your audience prefers Instagram for visual content and Twitter for news updates can help tailor your social media content effectively.
- Focus on building relationships. Social media is all about conversations, not just broadcasts. Engaging in conversations with your audience can lead to loyal customers who feel connected to your brand. Respond to comments, host Q&A sessions, and encourage user-generated content.
- Embrace new formats. Experiment with short-form video content, such as product tutorials, live streams for behind-the-scenes glimpses, and interactive features like polls to gather feedback from your audience.
- Stay informed. Keeping up with the latest trends can feel overwhelming, but there are resources available. Consider following industry leaders on X and Instagram or subscribing to social media marketing newsletters for valuable insights.
Feeling lost? Don’t worry; that’s where MYOB can help. While Emily is the Social Media Manager here at MYOB Inc., the team of five people is loaded with talent and work together.
We know that the most important thing is to be authentic, connect with your audience, and have fun! After all, social media is a powerful tool for building relationships and growing your business.
So, are you ready to take your social media presence to the next level? Click here to get in touch with us today. We’re here to help you through the next six years – and beyond!