10 Social Media Lessons I've Learned in the Last Decade

A decade ago, I became an accidental social media agency owner without knowing anything about running an agency.

In that time going from working with local moving companies to international brands, here are the ten biggest lessons I've learned about social media: 👨🏻‍🎓

1. Chasing the algorithm is a losing game

Algorithms change all of the time.

Constantly changing your content to 'hack' the algorithm won't get you far. Instead, focus on creating the best content you can make over the long term.

2. Don’t expect one person to do it

Social media is not a one-person job. Companies that put the burden of strategy, creative production, and community management on one person are asking for a Unicorn.

That's not realistic.

At a minimum, you should have a strategist/copywriter, multi-media editor, and a media buyer, then build out from there.

3. Only go on platforms where you can resource

Or in other words, bite off what you can chew on social media.

You have a greater chance of social media success when you trim the amount of platforms you're on. This lets your team focus/master a platform instead of spreading themselves too thin.

4. Have a distribution plan

The work has just begun when you hit publish on a piece of content. Whether it's sharing content on social media, a newsletter, or on an internal Slack channel, you should have a plan.

5. Without paid media support, organic social will suffer

If you want your brand to have success on social it has to be supported with paid media. Every success story I've seen usually boils down to one common denominator: effective paid social.

6. Stop creating 'braggy' content

Taking your content from "look at me" to "look at how I can help you" will make a world of difference in your campaigns.

7. Don't beat yourself up about a mistake

Do you remember what brand messed up and had a typo on social media last week?

I don't.

There's always something new for people to latch on to/get angry about. So, if you find your brand getting made fun of or poked at for an honest mistake, brush it off and keep moving.

8. Trends are mostly a waste of time

Trends are for social media users, not brands.

Brands shouldn't participate in trends because (i) they usually are too slow, (ii) users find it corny, and (iii) people remember the trend more than any company that partook in it.

9. Consistency + systems are the backbone of any great campaign

Posting sporadically and without a plan won't get your brand anywhere.

Instead, putting together a simple editorial calendar and following it consistently will give you the most at-bats to swing for success.

10. Never engage with Anon accounts

Anonymous accounts are cowards; don't give them the time of day. Any real customer with valid concerns deserves your attention; Jerry23414 does not.

If you’ve got any lessons you’d add to this list, email them back to me, and I will share the best ones on Twitter.

Cheers,
Jordan

Other stories worth reading

Did someone forward you this email?