The World of Social

The World of Social


What should you expect when you’re at a conference packed full of other social media marketers just like you? Selfies. Lots of selfies.

Lawrence & Schiller sent Lizzy Cranny and I to San Diego, CA, to attend the 2016 Social Media Marketing World conference. This conference was packed full (literally) with more than 3,000 social media experts, including 100 of the top names in the business.

With over 100 possible workshops and sessions available, event organizers made it almost impossible to choose from session options like “How to Establish Yourself as a Thought Leader,” “How to Create an Unforgettable Brand Through Visual Marketing” and “Nine Essential Tools for Every Social Media Marketer’s Toolbox,” just to name a few.

Although Lizzy and I took different tracks, there seemed to be a couple common trends throughout the entire conference.

  1. Content is king. We’ve all heard this before. But what we were constantly reminded was that whether it’s website content, live video, snaps or pins, quality content is a must - don’t create content just for content's sake. Make sure you know who your audience is on each platform and what kind of content they want and expect. If you don’t relate to your audience, you’re never going to win.
  2. Be authentic. No matter what platforms you’re utilizing, it’s important to be authentic and true to your brand. People want to know that there is an actual person communicating with them. As soon as you start to humanize your content, engagement will increase because people relate to authenticity. 
  3. 2017 will be the year of live video. Whether it’s through Periscope, Facebook Live, Blab, Snapchat, etc., people are starting to make a deliberate choice to tune in to live social video (“infotainment”) instead of television. With that, there was a lot of conversation around the vulnerability of live video for brands and how to overcome that. However, the message remains consistent with that of other content: people don’t want perfection anymore. They want authenticity. 

To sum it all up, perfection on social is impossible, and nobody believes it. To be successful, you must amplify your fan’s experience by staying true to who you are and really being your brand.


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