Chart Your Course: Adapting to the Rising Tide of Social Media Innovations

Experts across every industry have spent the last month telling us that we are on the verge of a new era. They claim that we are about to witness a change in the way we create, the way we work, and the way we communicate with each other.

My hot take?

We’re not on the edge of a new era. That era has already started. We’re knee-deep in a rising tide of technology and innovation that will sweep away anyone who tries to stand still.

Think about this:

The internet didn’t exist until 1991 - A generation later we all access it every day to do almost everything.

Facebook wasn’t founded until 2004 - Its wild success saw the birth of “social media” and shrunk the world for all of us. Allowing us to connect with and remain connected with people we never would have been able to before. (For better or worse).

The iPhone was released in 2007 - This started an arms race been tech giants to put the power of the internet in our hands. The result? We hand tweens devices that have access to the sum knowledge of all mankind AND more media creation power than Disney used to make Snow White.

These three events combined to form an underwater earthquake that shifted the tides of information, access, and attention forever.

My word choice might make this all seem ominous, but the environment we are in right now is anything but. That is… assuming you view it for the opportunity that it is and start swimming.

Go ahead and take a moment to decide what you want to do. I’ll be out here handing out life jackets to people who want to join me.

Trends to Keep in Mind for 2024

I may not think we are in a new era, but there are going to be changes coming in 2024 to keep in mind. Below is just a short list of the topics I know I’ll be talking about in the coming year.

Authenticity and Transparency

The rise of content solely generated by AI has left our audiences ever more doubtful of the images they see and the text they read online. Users are increasingly valuing authentic and transparent content. They prefer businesses that are open about their processes, challenges, and successes. And they are more likely to connect with (and buy from) people that they feel a connection with.

Look no further than the power of Influencers. These larger-than-life personalities connect with their audiences and sell them things. (Shout out to everyone who bought Tupperware bowls after watching videos by That Midwestern Mom, or who tried old baking recipes thanks to B. Dylan Hollis. Two people who were just normal folks who started shooting videos while they were trapped indoors during the pandemic and are now full-time content creators.)

Being authentic with your content encourages people to connect with you. You can, in essence, become your own “influencer.”

Actionable Steps:

• Share Behind-the-Scenes Content: Regularly post about the day-to-day operations of your business. This could be as simple as sharing photos or stories about your work process, team interactions, or how your products are made.

• Engage Honestly with Your Audience: Respond to comments and messages in a personal and honest manner. If you face any business challenges, consider sharing them with your audience and how you're addressing them.

Video Content Dominance

Video content, especially short-form videos, continues to dominate social media platforms. They are a powerful way to engage audiences. If you haven’t started yet, then 2024 is the year you should try.

Actionable Steps:

• Create Short Video Clips: Start creating short, engaging videos related to your business. These can be product demonstrations, quick tips, or even fun glimpses into your business life.

• Use Free Video Tools: Utilize free or low-cost video editing tools available online to enhance your videos. You don't need fancy equipment. Your smartphone is 100% powerful enough to make videos. (Most of the videos on TikTok are filmed using the app… on a phone.)

Sustainability and Social Responsibility

Consumers are increasingly supporting businesses that demonstrate a commitment to sustainability and social responsibility.

Put simply: Businesses can’t afford to stand on the sidelines anymore. Consumers expect that you will take a stand on social and environmental issues.

Does this mean you need to post images in support of every social issue-related hashtag that you see? No. But, it does mean that you should consider participating in initiatives, joining coalitions, and supporting movements that are relevant to your industry.

People are beginning to notice silence.

Actionable Steps:

• Highlight Your Sustainable Practices: Share any sustainable practices or socially responsible initiatives your business is involved in.

• Educate Your Audience: Use your platform to educate your audience about sustainability in your industry and how your business contributes to these efforts.

Local Targeting

Local search on platforms like Google and community-focused platforms and making it very effective to local audiences on social media.

One bonus of engaging with local customers is that it does add to your authenticity. They know you are “real” because they’ll be able to associate you with where they live as opposed to just being another voice “on the internet.”

Actionable Steps:

• Use Local Hashtags and Geotags: Incorporate local hashtags and geotags in your social media posts to increase visibility among your local community.

• Engage with Local Communities: Participate in local online communities and groups relevant to your business to increase local engagement. (Facebook groups are a great place to start. Many of them have rules about promotions though so be mindful of that.)

Main Quest - Update your Facebook Profile!

When was the last time you REALLY looked at your Facebook profile? I’ll bet that for most of us it was a while ago. Let’s take some time over the next few days to gently optimize our profile pages to help support our businesses. Here are some steps that absolutely everyone can take.

Profile Picture

This is an easy win for all of us. Take a look at your profile picture and make sure that it puts your best foot forward. Include either a professional headshot or a photo of you in action. Do you run a retail business? Maybe a picture of you in front of your sign or serving a customer. Have you spoken at an event? Use a picture from that talk.

Cover Image

How many of you have a poorly cropped family photo or a sunset as your cover image? (Answer honestly.)

Your cover image is a great place to highlight your business. This is especially true for people who are anxious about being “salesy” on social media. No one sees your cover page unless they click on your profile on purpose. So you should feel comfortable to put whatever you want there!

This is a great place to put a picture of your storefront, or your table of goods at a craft event, or even your logo and the services you offer. You can whip up some great designs for a cover image using a free tool like Canva. (Search for Facebook Cover like in the below image for dozens of templates.)

Optimize the Bio Section

You have 100 characters to explain who you are and what your business is. Use every last one of them. (Use ChatGPT to help generate it if you are stuck.)

Fun fact: I realized that I never even created a Facebook Bio while prepping for this piece. (Further evidence that no one is perfect. We all make errors or omissions. The trick is fixing them ASAP. )

Social Media Post Suggestions

It’s the new year so your customers are living in two worlds right now.
Some of them are thinking about the new year and how it represents new opportunities for experiences, growth, and change. Others might be reflecting on 2023. Now is the time to capitalize on that with your social media posts. Below are some examples you should take, adapt, and use. (Heck. Don’t change them and use them. I’m cool with that.)

New Year, New Goals!

Happy New Year! 🌟 This year, we’re all about setting new goals and reaching new heights. What are your 2023 goals? Share with us! #NewYearNewGoals #SmallBusinessDreams

Customer Appreciation Post

We’re kicking off 2023 by saying THANK YOU to all our amazing customers. Your support means the world to us. Here’s to another year of great relationships! #ThankYou #CustomerLove

Behind-the-Scenes Sneak Peek

🔍 Sneak Peek! Here’s a behind-the-scenes look at what we’re working on for 2023. Stay tuned for exciting updates and new products/services! #SneakPeek #NewYearSurprises

Motivational Quote with Business Twist

A new year is like a blank book, and the pen is in your hands. Write a beautiful story for your business and life this year! 📖✨ #MotivationMonday #WriteYourStory

Special Offer or Promotion Announcement

🎉 New Year’s Treat! To celebrate 2023, we’re offering a special discount/offer all week long. Don’t miss out on this once-a-year deal! #NewYearDeal #LimitedTimeOffer