<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73d69ac033127b5c2a466_6509b73488b8dffade08d9d2_Making%20the%20Most%20out%20of%20your%20Social%20Media%20Strategy%20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: Getting the Most from a New Era of Social Media</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>13 October 2023</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">As businesses seek new ways to <strong>reach and connect with audiences</strong> without diving too deep into budget, and platforms such as <strong>TikTok</strong> continue to take the market by storm with record-breaking user growth rates, <strong>are you making the most from a new era of social?</strong></p> <p class="gn-reveal">In this virtual session, our experts discussed where social media 'fits' as part of a wider marketing strategy right now, <strong>the differing platforms, opportunities and challenges</strong> they present, along with key considerations for in-house teams looking to <strong>get more from their social activation in 2024</strong>.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <ul class="gn-reveal"> <li><a href="https://www.linkedin.com/in/bethancook/" target="_blank"><strong>Beth Cook</strong></a>, Social and Influencer Director, <a href="https://ponderosa.agency/" target="_blank"><strong>Ponderosa Agency</strong></a></li> <li><a href="https://www.linkedin.com/in/jaynecarverhill/" target="_blank"><strong>Jayne Carverhill</strong></a>, Business Director, <a href="https://www.inklingculture.agency/" target="_blank"><strong>Inkling Culture</strong></a></li> <li><a href="https://www.linkedin.com/in/sam-thompsett-3029a715a/" target="_blank"><strong>Sam Thompsett</strong></a>, Head of Paid Social, <a href="https://www.geniegoals.co.uk/" target="_blank"><strong>Genie Goals</strong></a></li> <li><a href="https://www.linkedin.com/in/talorgilchrist/" target="_blank"><strong>Talor Gilchrist</strong></a>, Content Strategist, <a href="https://leith.co.uk/" target="_blank"><strong>Leith</strong></a></li> <li><a href="https://www.linkedin.com/in/clareohanlon/" target="_blank"><strong>Clare O'Hanlon</strong></a>, Head of Social, <a href="https://www.reci.pe/" target="_blank"><strong>Recipe</strong></a></li> </ul> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Article:</strong></p> <ul class="gn-reveal"> <li><strong>The leading trends and themes across social media right now</strong></li> <li><strong>Defining your social media strategy objectives</strong></li> <li><strong>Proving ROI of 'nurture' activity with organic social</strong></li> </ul> <h2 class="gn-reveal">The leading trends and themes across social media right now</h2> <h3 class="gn-reveal">Building a sense of community</h3> <blockquote class="gn-blockquote gn-reveal">"Audiences are finding a sense of belonging around <strong>subcultures and communities</strong> in platforms such as <strong>TikTok</strong>, which is fuelling its popularity in comparison to <strong>Instagram</strong> or <strong>X (Twitter)</strong>. I think it's important for brands and organisations to <strong>focus on cultivating a community</strong> through their socials, some brands are doing that great, such as <strong>Adidas</strong> who for a long time have been nurturing and speaking to grassroot footballer groups across the world to <strong>genuinely engage</strong> with audiences."<cite>Jayne Carverhill · Business Director, Inkling Culture</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-organic-social-2023-trends-and-opportunities-for-your-growth-strategy" target="_blank"><strong><em>Organic Social 2023 – Trends and Opportunities for your Growth Strategy</em></strong></a></p> <h3 class="gn-reveal">PR and social media</h3> <blockquote class="gn-blockquote gn-reveal">"With the <strong>influx of Digital PR</strong>, businesses are taking more of an audience first approach to their strategy, different variety of <strong>channels</strong>, <strong>content</strong>, <strong>conversation</strong>, and <strong>sentiment</strong> is now being used as a measure of success in PR campaign reports. A good example of this is when <strong>Oxfam</strong> and <strong>Tony's Chocolonely</strong> partnered for a giveaway of Glastonbury Festival tickets, from a PR perspective this brought case study stories, and from a social perspective, you seen reaction videos of the winners, demonstrating the <strong>talk-ability and share-ability across PR and social</strong> coming together."<cite>Beth Cook · Social and Influencer Director, Ponderosa Agency</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Clare O'Hanlon, Head of Social at Recipe on Defining your Social Media Strategy Objectives" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73d79b474f58d9755f140_652909d8997559049b8ed4b6_Clare.png" width="auto" height="auto" loading="lazy"></div> <figcaption>Clare O'Hanlon, Head of Social at Recipe, on defining your social media strategy objectives.</figcaption> </figure> <h2 class="gn-reveal">Defining your social media strategy objectives</h2> <aside class="gn-quote gn-reveal"><q>Set out clear boundaries around what you want social to do, what an objective looks like and what the priority is and if that priority is attainable or reachable.</q><cite>Clare O'Hanlon · Head of Social, Recipe</cite></aside> <p class="gn-reveal"><strong>Clare</strong> says, "when I think about <strong>objective prioritisation</strong>, I see it as a funnel around <strong>awareness</strong>, <strong>consideration</strong>, and <strong>conversion</strong>, including the opportunities within each of them from an organic and a paid point of view. Similar with audiences, you often hear the different categories such as ABC1, biddable audiences, non-biddable audiences, the long and short of it is <strong>make sure there's appropriability to social</strong> and it's carried in throughout. Ultimately, when clarifying your objectives don't get lost in the jargon of it all, <strong>set out clear boundaries around what you want social to do</strong>, what an objective looks like and what the priority is and if that priority is attainable or reachable."</p> <p class="gn-reveal">Learn: <a href="https://www.thegonetwork.com/news/how-b2b-businesses-can-create-an-effective-social-media-strategy" target="_blank"><strong><em>How B2B Businesses Can Create an Effective Social Media Strategy</em></strong></a></p> <h3 class="gn-reveal">What are you looking to achieve?</h3> <blockquote class="gn-blockquote gn-reveal">"My first question to a client would be <strong>what are you looking to achieve out of paid social?</strong> <strong>What are the KPIs that you're focusing on?</strong> Campaign objectives should be based around awareness, consideration, and conversion, yet we often find in those initial discussions with clients <strong>it's not quite clear what they want to get out of it</strong>. Most paid social platforms are primarily awareness first channels, but platforms such as <strong>Meta</strong> certainly does start to work more from last click. So, it's about setting out <strong>realistic expectations</strong> on your channels."<cite>Sam Thompsett · Head of Paid Social, Genie Goals</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-organic-vs-paid-social-media-the-case-for-a-hybrid-approach" target="_blank"><strong><em>Organic vs. Paid Social Media – The Case for a Hybrid Approach</em></strong></a></p> <h2 class="gn-reveal">Proving ROI of 'nurture' activity with organic social</h2> <blockquote class="gn-blockquote gn-reveal">"<strong>Organic is showing your brand is relevant</strong>, you're active on social media, you're using the platforms that are appropriate to your audience, you're engaging with that audience consistently, as long you keep at that, your organic will grow. This may be slow burner but once those organic results begin to show, <strong>they can help support your paid activity</strong> if you decide to get into that space. Also as mentioned, community management is huge on organic social to <strong>keep connected</strong> with your audience and get your tone of voice out there."<cite>Talor Gilchrist · Content Strategist, Leith</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-making-the-most-of-your-social-strategy-new-opportunities-to-engage" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK</strong></a></p> <p class="gn-reveal"><em>If you're investing in your social strategy this year, make sure you're getting the most from your time. GO! offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a> <em>to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/round-up-how-to-get-more-from-your-creative-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: How to Get More from your Creative Strategy</span> <span class="gn-related__excerpt">Agency experts share how to align creative campaigns with business goals, break down silos, and prove ROI on every activation.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-organic-vs-paid-social-media-the-case-for-a-hybrid-approach" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Organic vs. Paid Social Media - The Case for a Hybrid Approach</span> <span class="gn-related__excerpt">Agency experts break down how to balance organic reach and paid budgets, with a practical framework for integrating both to maximise ROI in </span> </a> </li> <li class="gn-related__item"> <a href="/articles/tiktok-emerging-social-platforms-how-your-brand-can-get-involved" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">TikTok &amp; Emerging Social Platforms: How Your Brand Can Get Involved</span> <span class="gn-related__excerpt">Experts from Ponderosa and Round cover paid vs. organic reach, trend-driven content, and the pitfalls to avoid when moving clients into new </span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-5-ways-to-get-more-from-your-marketing-data" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: 5 Ways to Get More from your Marketing Data</span> <span class="gn-related__excerpt">Stop drowning in vanity metrics. 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