Social Media is an Accessory, Not a Necessity

Before jumping on the brand bandwagon and investing valuable time and resources into social media, our content marketing specialists have a new perspective to offer, as well as some key insights you’ll enjoy. Let’s dive in!

“My business needs to be on social media.” Sorry, but no it doesn’t.

You’re probably wondering why the content marketers at COHN are saying this. It doesn’t sound like the advice that an agency that wants more business should be giving. Yet, it’s precisely because we want more business that we’re saying it.

Here at COHN, we believe that outcomes should outweigh opportunities, and we will always do our part to guide clients on the best path forward.

Which brings us back to social media. These days, it seems like a pretty clear pathway to success. From big brands to small businesses, it feels like everyone has their hand in the metaphorical pot. And it’s gotten pretty messy.

So we’ve embraced a new approach to social media = Accessorize to Optimize.

First, let’s take a step back and answer “What is an accessory?” Well, Google defines it as “a thing which can be added to something else in order to make it more useful, versatile or attractive.”

Prefer food over fashion? Social media is like guacamole. It’s a luxury add-on and if the strategy isn’t ripe, it’s not worth the extra cost.

Unfortunately, we’ve been convinced otherwise. Check any recent digital visibility report or thought piece from a social media platform and you’ll see a pretty convincing argument of why every brand should have it. But simply having a profile is not going to meet your businesses unique goals, and honestly we are pretty tired of this one-size-fits-all approach to brand marketing.

Every social media channel has nuance, which means the messaging, visuals, audiences, tone and engagement has to differ from channel to channel in order to make an impact. This takes a great deal of understanding and adaptation to drive real results, as well as an integrated team of content marketing specialists to get you there.

So how do I know if social media is right for my brand?

Let’s go back to the analogy of accessorizing. Does your brand currently have a website, an app, a product/service, or anything that would benefit from increased awareness online? If the answer is yes, then you could be on the right track but there’s many more layers of this wardrobe to unfold.

From narrowing down channel intent, building a messaging matrix, sourcing visuals and content, to doing a competitive audit of the social media ecosystem – COHN Marketing is ready to meet your unique goals, and find customized solutions that are right for your business. Ready to start accessorizing for success? Give us a call.



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