Casey Harrison

The martial art of social media strategy

If you explain to someone the concept of Twitter — the social media platform where thoughts and blurbs are disseminated to followers of 280 characters or less, it’s fair to assume it would be great to share thoughts, opinions, photos and videos to many people without much effort.

Not steaming hot takes if a hotdog is considered a sandwich. Don’t even get me started on if a Pop-Tart is a ravioli.

In come corporate accounts. Think Wendy’s, MoonPies or a number professional or collegiate sports teams. They don’t just advertise their product. They’ll burn you, meme you, or relate their message to current happenings or popular culture without making you want to cringe.

It’s genuine. It’s enjoyable. It makes you want more. And if it makes you want their product next time you’re out, then it’s only a bonus.

It’s a jab.

At least that’s how it’s explained by entrepreneurial maestro Gary Vanerchuk, CEO of Vayner Media and author of Jab, Jab, Jab, Hook, a deep-dive guide to the essentials of social media management for a corporate account.

Vanerchuk explains, like boxing, social media management is a science. It should be calculated, but people are so afraid of the unknown they would rather not participate. He also says the key is to give, give and give to your audience again, so when you ask for something they feel obligated to reciprocate.

Putting in time, effort and genuine care for your customers can’t be bought. Nor can putting effort into your job. And when you’re willing to show that you care — even with something as simple as an easy laugh — it shows a connection. You’re in touch. You’re hip.

You know what they want.

But finding out what ways to engage with your audience, show that you care, can be difficult. After all, there are so many mediums to connect, but not all of them are right for you. Facebook seems overarching, but is the root of all evil. What if your product isn’t visually-oriented enough for Instagram?

A lot of it depends on the core demographics of your product’s audience, namely age. Because age can be a great indicator of what social media people are using. Gender and the industry of your product are also important.

But one Vanerchuck makes one thing clear. And he’s right about it. There are no split decisions, no half-measures. With jabs and hooks, you need a knockout.

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