Social Media Maturity
If it is good it is mature, if it is mature it is good. Leaving it to Aristotle to assess the syllogism and you to assess the apple you just bought from the greengrocer, let's face it: maturity is not so bad. And this is also true in marketing.
What is Social Media Maturity and how to achieve it
Although almost all of them have active social profiles, not all get the same results from these channels. And even here, perhaps, maturity is the key.
Maturity in the time of Social Media
Although still considered secondary tools by some, social channels can be the key to a quantum leap in business development. However, these channels need to be developed properly to be able to extract their full potential. They must therefore be mature.
Now that we have reiterated the concept, let us turn to the practical side. What are the stages of development of social channels?
The Non-Performers, or Hornets
From a physical point of view, hornets are not meant to fly. But they don't know that, so they fly anyway.
Similarly, non-performers have an inappropriate approach to social media in the digital environment. No strategy, with sloppy content, and using stock images. In short, their profiles are not Social, but they don't know it, so they post anyway.
The Low Performers, the narcissists
Narcissus, having discovered his appearance, did nothing but take pleasure in his image.
Low performers, once they have discovered the possibilities of social media and seen their content, only use the channels for the sake of it, taking pleasure in what they produce, and that's it. They do not use the activated channels in a coordinated manner, even though they publish regularly.
The Mature Performers, or Sorcerer's Apprentices
They have understood where they are, what they can do with social. They have worked out a first formula but it is not yet effective.
They have a defined purpose and narrative, but they have a rudimentary multi-platform structure and application.
Social does not fully adhere to the company's overall communication. However, they have activated multiple interlinked platforms, including creative visual and interactive content.
They still have difficulty converting the many followers they manage to attract. In short, they need to refine the formula.
Top Performers, the chimeras
They have a complex structure and take the best that the digital nature of platforms has made available.
They have a defined strategy, and a narrative aligned to the overall brand narrative. They measure their performance by constantly monitoring the KPIs they have established strategically to continuously improve.
True sacred monsters.
In each of these they manage to extol their products. They use a direct tone of voice, speaking to users as if they were a person rather than a brand. They position themselves as a friend sitting on the sofa next to you watching a game or at a party. In short, the perfect companion for every sharing moment. And besides taste (because we know you're hungry in the meantime), the eye wants its part too. In fact, we can note the use of a very neat graphic style, capable of enhancing the creative idea behind each piece of content. Turning then to the editorial plan, there really is something for everyone. From memes to carousels, from stories to reels, each format is exploited to the full to give dynamism to their communication.
In short, pure entertainment.
And you, what do you look like?
In this article, we have seen all kinds of communication profiles we can find on the web, but only one is the one that really works and is suitable for extracting the maximum potential from social channels.
In order to be able to apply an effective strategy and use digital platforms as a real business tool, it is necessary:
- Take them seriously. Yes, social is serious;
- Devise a communication strategy that suits your needs, aligned with the company's mission, vision and tone of voice (forgive us for the big words);
- Don't leave out the graphics. As we said, the eye wants its part too;
- Consider including videos within the content formats for your editorial plan. They can really make a difference;
- Take great care with copy. They need to be short and simple to be effective; Identify performance indicators to help you monitor the performance of your channels so that you can intervene if necessary.