From Crisis to Catalyst: How CMOs Can Redefine Social Media Strategy

The global pandemic didn’t just speed up digital transformation, it made social media the center of modern marketing. During the pandemic, social media spending skyrocketed while traditional advertising declined. This assumed remedy changed the way marketing works, turning social media into the new frontline. However, we are no longer in the midst of a global crisis, and simply pushing more money into digital platforms is not enough anymore. To really thrive in a post pandemic world, CMOs need to look at social media as a testing ground.

Image Credit: Luis Gonzalez-Zuniga

What Leaders Must Do Now

• Conduct Testing: The fast changing environment in 2020 inspired many brands to improvise and pivot quickly, but few tracked what actually worked. In marketing, experimenting is non negotiable. Running A/B testing on different social media strategies gives insight into what marketers can do better and what their audiences resonate with.

• Prioritize Talent and Agility: Social media departments have received significant budget allocations. Seeking out talented marketers that can quickly adapt and evolve with the fast paced industry can help strengthen the entire brand strategy.

• Integration: Taking the time to integrate different aspects of the audience experience can greatly strengthen a campaign. Listening to concerns, crafting relatable posts, sharing their values and morals are all aspects that can lead audiences being more receptive.

Image Credit: Luis Gonzalez-Zuniga

Examples of Success

Take McDonalds for example, during the pandemic their social media strategy focused on promoting safety and value meals, spotlighting contactless delivery and comforting food at home. With people unable to leave their homes their strategy allowed to brand to pivot in such a difficult time. However, when the world is everchanging adaptability is necessary to avoid a social plummet. Post pandemic, McDonalds leaned heavy into the newly adapted influencer culture. They heavily focused on partnership meals with celebrities like Travis Scott and BTS, which eventually sparked a global phenomenon and generated record-breaking sales. This ability to evolve and adapt allowed to company to continue pivoting past what was once thought possible.

Takeaways

In this post pandemic world social media is no longer a side channel, it has become strategy. Leaders who can adapt to fast changing industry and can combine experimentation, talent, and customer integration will turn their social strategies into tangible success.