July 10, 2018 · 11:45 pm

3 Phrases to Eliminate from Your Social Media Marketing Strategy

Remember: There is no make it viral button

By Kelly Johnson

If you’ve ever sat in a social media strategy session, you’ve probably noticed nonsensical buzzwords flying at you from every direction.

Some social media marketers think that using these popular phrases will help them seem like they’re hip or “in the know” about marketing.

However, most buzzwords are nothing more than meaningless jargon that’s confusing and doesn’t help achieve social media marketing goals.

Don’t fall into this trap. Before you jump on the buzzword bandwagon, check out some of our favorite examples of overused social media jargon and why you should avoid using them in your social media marketing strategy.   

“Make it Viral”

Viral content is a boon to any brand, but when someone asks you to “make it viral” in reference to social media content, feel free to raise an eyebrow at this request.

There is no “make it viral” button — and this type of reach doesn’t happen overnight.

Rather than trying to create viral content, strive to deliver valuable content that resonates with your audience.

Additionally, you should set a goal for your content (besides virality) that you can measure like engagement or traffic to your site.

“SoMoLo”

SoMoLo (short for Social, Mobile, Local) is a buzzword used to describe marketing to people who spend the majority of their time on mobile phones and get their information from local sources — such as Yelp, Foursquare, or other hyperlocal apps. 

The SoMoLo movement was originally focused on the emerging smartphone user market, but as the adoption of smartphones grew, SoMoLo marketing just became …well, marketing.

In fact, 95 percent of Americans own a cellphone and 77 percent own a smartphone, according to Pew Research.

Additionally, more than 50 percent of Americans check social media, like Facebook to get local information, several times a day from their phone.

So even though it’s important to meet your audience where they spend the most time, don’t spend too much time deciding if you need a mobile marketing strategy — the answer is you do.  

Optimize your website for a mobile experience, and ensure that your social media posts (especially images) look good on a smartphone. 

“Snackable”

You may have heard this term — “snackable” or “bite-sized” — in reference to short-form content. But calling content snackable suggests that it’s without substance and so short that it will be easily forgotten.

Short content doesn’t have to be eliminated from your strategy. However, instead of creating snackable content that users won’t derive much value from, work on making your content as impactful as possible.

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