5 Social-Media Rules Brand Managers Have to Break

This book takes readers through a 360-degree perspective of social media in businesses.

This story originally appeared on PR Daily

As the adage goes, rules are created to be broken.

In the realm of social media, this is really true. As author and Digital Royalty Founder Amy Jo Martin famously says, in terms of digital marketing, “renegades write the guidelines.”

Marketing professionals had the so-called rules drilled to their heads through academic or extracurricular study, while rogue marketers will definitely come across them in virtually any social­-related Google search. But as the window for innovation opens, how do we continue steadily to work within these confines of our profession?

You need to learn the guidelines before you break them.

Mom didn’t enable you to eat ice cream for supper with justification; a nutritious meal benefitted your present well­being. However, understand that onetime your team won little league and she allow it slide? The memory and warm, fuzzy emotions were worthy trade­offs for the well-rounded meal you missed. This time around, the benefits outweighed the chance.

Is your social team sure that the advantages of breaking these rules are outweighing the risks? By learning their true value, you can better evaluate your strategic choice to ditch the status quo.

Related: 9 Huge Mistakes YOU DO NOT Know You Are Making on Social Media

Listed below are five social media rules taken back again to their roots:

1. The 80/20 rule.

Only 25 % of your articles should directly promote your brand, but which are the roots of the strategy?

The Pareto Principle states that 80 percent of output derives from just 20 percent of input. This standard also guides a whole lot of our current thinking on work-life balance. Ponder these questions before you break the rule:

Why do our fans find and follow us? Are we a way to obtain thought leadership and meaningful engagement, or just a medium of relaying brand information?

What’s the output we would like? What does our 20 percent truly appear to be?

Are we being overly promotional due to the fact we’re not curating or creating enough non­branded content?

Is this a competent and attainable strategy across all platforms?

2. Twitter can be an information network.

In 2011 Michael Abbott, Twitter’s former VP of engineering, said that the platform was “not really a social networking, [Twitter is] an information network.” Plenty has changed since that time, however the rule remains.

It’s a concept that ?Brian Solis gives allegiance to, noting the ways Twitter can be used despite its design.

Today, many brands turn to Twitter for engagement. I’ve been recognized to value engagements over impressions on Twitter, and also have seen the strategy pay back first­hand. Consider these questions:

Are you using Twitter as an information network, or a social networking?

When measuring success, do you value Twitter impressions or engagement more? Does this match your response to the first question?

Related: three ways to Use Visuals on Social Media to seize Users’ Attention

3. Content should be timely.

That is a principle of newsworthiness. Guidelines on creating a great news piece have a whole lot in common with certain requirements for a good social media update. Could it be local, ethical and timely?

Though timeliness is usually a winning factor, it could not assist you to beat that tricky Facebook algorithm. Surprisingly, with regards to organic success on Facebook, evergreen content trumps all.

Here are some questions to ask:

What do we need to gain from strengthening our organic Facebook strategy? Does timeliness play a strategic role inside our postings during the day?

Just how many of our posts are timely vs. evergreen? Is this aiding, or removing from, engagement opportunities as time passes?

4. Images boost engagements.

A solid visual strategy is debatably the most integral element in 2015 social media success.

Any report will show that quite happy with a graphic outperforms links or normal content, without doubt. But are you creating a visual strategy, or are you just sharing images?

Don’t just adhere to this rule; outperform the industry standard. These questions can help you assess your strategy:

Are static images performing sufficiently, or could we integrate GIFs and video to bolster our visual strategy?

What forms of engagements are we seeking to boost?

Are we measuring diverse visual content using the proper metrics?

5. Branding should be cohesive across channels.

In the dawn of social media, when every brand felt the necessity to have a presence on every up-and-coming social networking, the necessity for cohesive branding made a whole lot of sense. Now we realize that social platforms should be chosen strategically, and used for varying purposes.

Denny’s Facebook strategy varies from their slightly infamous Twitter and Tumblr strategy. Answer these questions before you break this rule:

Does our branding match our technique for each channel?

If branding is seasonal or campaign­-based, do these changes seem sensible to use across channels?

As long as they be limited by one platform instead?

Related: How exactly to Use Social-Media Stats and Reports to Tell What’s Working and What Isn’t </strong