Social Media Strategies CMOs Must Adopt in the Post-Pandemic Landscape

Businesses are now operating in a very different, advanced digital world as a result of the COVID-19 outbreak. In the aftermath of the pandemic, prioritization and effective usage of social media will be critical.

According to The CMO Survey’s Special COVID-19 Edition, social media has become an integral part of marketing strategy amid the pandemic. The report states that social media spending has grown from 13.3% of marketing funds in February 2020 to 23.2% in June 2020, a 74% increase. Meanwhile, traditional advertising spending is expected to drop by 5.3% in the coming year, according to CMOs.

Consider the following suggestions for how marketing professionals should capitalize on this growing trend and prepare their social media marketing campaigns to sustain in the post-pandemic era.

Social Media Strategies CMOs Must Adopt in the Post-Pandemic Landscape

Incorporate social media strategy into the company’s overall marketing strategy

In a post-pandemic marketing ecosystem, social media must become more integrated with the company’s overall marketing strategy. Since social media is the new bright light, CMOs should make sure that their social media strategy is directly aligned with their overall marketing strategy to get the most out of these synergies.

Also Read: Post-pandemic Life of a CMO

Social media team must be agile in their jobs

The year 2020 is proof that the social media landscape has evolved overnight. CMOs are now considering the “ability to pivot as new priorities emerge” as the most important skill while hiring a marketing candidate. CMOs must ensure that their talent, processes, and agency partners are ready to adapt to and capitalize on these unexpected changes when it comes to social media management. Companies that are able to rethink their social media strategies in the face of a rapidly evolving environment can reduce risk while increasing opportunities to communicate with customers.

Understand which platforms work the best

Since the brand building is consistently ranked as the top use of social media by CMOs, it’s critical to consider how the platform a company chooses affects consumers’ perceptions of the brand. According to the special edition survey, customers said the most valuable aspect of a brand for them is a “trusting relationship,”. Therefore, organizations must consider how the policies of social media platforms (particularly in regards to privacy and hate speech) may jeopardize the trust of the customers.

 Friction between social media and e-commerce platforms should be minimized

In order to make the online shopping experience easy and simple, social media managers must ensure that the shift from social media to their e-commerce site is seamless. A bad user experience can often result in sales being lost whereas a good one can increase sales to the next level. With new digital tools increasing considerably, social media teams must interact with development teams on a regular basis to ensure a seamless customer journey from mobile-app and social media platforms to the company’s e-commerce site.

Also Read: Expediting Post-Pandemic Data Strategies in 2021

Creative content must be up-to-date

In these changing times, it’s critical for organizations to create content that is relatable to the current scenario. A social media post depicting a brand at a big, indoor gathering of people, for example, might be overlooked by customers who think it’s outdated, worse, or inconsiderate. On the flip side, customers are tired of COVID-19 related content. Therefore, striking a balance between the two is essential.