Do you remember the day Twitter pulled the plug on “Moments” on the Explore page? I certainly do. It happened in the last days of 2022, and right at the onset of the 27th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP27).
At Context, we’d spent the previous two weeks meticulously crafting a social media strategy for our Climate account, preparing for what's typically the most pivotal week of the year. Our plan was brimming with diverse content formats – carousels, spaces, and, of course, threads – all of which had previously enjoyed success with Twitter's Explore page features. However, on the very first day of COP27, Elon Musk announced that Twitter Moments were no more. Suddenly, our well-crafted social plan didn’t work, and we had precious little time to adapt.
In a world governed by mercurial CEOs, algorithms, and unforeseeable events, the capacity to pivot your strategy stands as an indispensable skill. Whether you're an individual, a business, a nonprofit, or a newsroom, adapting swiftly and effectively in a rapidly changing landscape often marks the divide between triumph and stagnation.
Embrace Flexibility as a Core Value
As I touched on in my last post, social media strategies aren’t static, and your carefully crafted strategy document will likely need real-time revision along the way to ensure you’re addressing your goals.
It’s important to acknowledge that change is not only inevitable, but also an opportunity for growth. The removal of Moments, for example, inspired us to focus on other platforms and more diverse formats for content delivery. We were able to pour our resources into carousels and short-form videos and strengthen our output on both LinkedIn and Instagram. We’ve since reaped the rewards of this pivot, with a boost to our engagement on both platforms, and the metrics to back it up. We wouldn’t have been able to diversify our social output in this way had we remained focused on Moments.
Instead of seeing change as a hurdle, I think of it as a chance to learn, flex my creativity, and refine my strategy. By adopting a similar perspective, you’ll learn to actively seek out new knowledge, trends, and insights, which will further your ability to tweak your strategies on the fly.
Foster a Culture of Innovation
Create an environment where ideas are welcomed, experimentation is encouraged, and failure is seen as a stepping stone toward improvement. Put time and resources into brainstorming sessions and cross-functional collaborations that can lead to fresh insights and innovative solutions.
One example of social media content we’ve been experimenting with a lot more this year is collaboration with our subjects on Instagram. Last May, for example, we featured Sonali Singh, an Indian gamer who spoke to us about the realities of being a female player in India. We’ve also sought out opportunities to feature our own correspondents in our videos, allowing them to talk about their own stories, such as Indian correspondent Vidhi Doshi sharing her coverage of the seaweed industry in India. We also featured our Middle East correspondent, Nazih Osseiran, after he travelled to Baghdad to document how the city has changed 20 years after the US-led invasion.
It’s important to call out that being open to innovation means also embracing the possibility of failure. In order to be truly innovative, you and your team must accept that there will be occasional missteps along the way. However, if you put a plan in place to handle those hiccups when they arise, you can encourage your team to fearlessly innovate. In fact, adapting to unforeseen complications will allow your team to adapt, learn from experience, and continue to deliver impactful and engaging stories to your audience.
Be Agile when Planning
I’m not suggesting you should abandon long-term planning, but when things change faster than you can say "strategy," being nimble is key. Be sure to leave room for adaptation in the moment as you develop your plans.
I can't stress enough how crucial it is to keep your entire social media team in the loop about upcoming content and project plans. Not only will this enable them to be strategic in their rollout, it will also give them the freedom to tweak things according to real-time feedback and the latest trends. Our team communicates via Teams and visualises rollouts using Trello, Monday.com, Word documents and Excel sheets, but sometimes, nothing can beat a good old-fashioned face-to-face meeting. By ensuring your team has access to the information they need to adapt on the fly, you can be sure that your strategies will stay relevant and effective as circumstances evolve.
Monitor Trends
I get it – keeping track of all the new features and changes on each platform is a job in itself. But to successfully navigate a rapidly changing landscape, it's crucial to stay vigilant and continuously keep a finger on the pulse of relevant trends.
Pay attention to new features, changes in consumer behaviour, industry shifts, and even global events that could impact your goals. Newsletters and other social media experts have proven invaluable in helping me stay informed about the latest platform launches. I also try to read as many industry reports as I can – I’m a big fan of Meltwater’s annual Global State of Social Report and for news-related insights, Reuters Institute’s Digital News Report is a gold mine. Use social media, industry publications, networking events, and online resources to stay informed and gain a holistic understanding of the evolving landscape.
Test and Iterate
Keep an open mind, and think of your strategies as hypotheses that you will test and refine. Start with small-scale experiments to validate your assumptions before diving into bigger initiatives. Whether you’re trying out new content formats, adjusting your tone of voice, or exploring new platforms, use the scientific method and collect data, analyse the results, and gather insights from the outcomes to always keep improving.
In social media, change is a constant. Your ability to adapt is not just a survival tactic; it's a pathway to sustainable growth and success. By using these techniques and maintaining an open mind, your social strategy will thrive in an ever-evolving world.
