Bridget Willard | SaaS Marketing Agency

Category: Social Media

  • Which new platforms should businesses be on?

    I asked my audience what they’d like me to address sometime back and this question was posed: “Which new platforms should businesses be on?” I’m not sure people will like my answer, but let’s go for it anyway. My quick answer is stop chasing new. Be consistent on what you have.

    Further, I was asked where to best spend your time since things change awfully fast.

    Human Behavior Doesn’t Change.

    Here’s the thing. Tech changes. Human behavior does not.

    Technology changes; human behavior does not. Share on X

    As humans, we are social. We need to feel love and belonging. Loyalty matters. As we go about our day, we engage in small talk which builds and maintains relationships. Small talk can be about the weather at the bus stop, in an elevator, on or Twitter. We share our day with the next-door neighbor standing in the driveway or by posting a photo of our lunch on Instagram.

    Today, the strawberry plants I grew from seeds are flowering. I texted this to my mom and put it on Instagram.

    We are created to share experiences and tell stories. That will never change. Where we tell our stories  (technology) may evolve over time, but gaining trust and loyalty (behavior) is always down to engagement (conversation).

    New Social Media Platforms in 2019

    I honestly don’t know any new social media platforms that a business might use. What I do know is that platforms will always arise and the good ones will stay — like Twitter, Facebook, and LinkedIn.

    “I often get asked what the next big app or social media platform will look like. The truth is, I don’t predict. I’m a counterpuncher—I react.” Gary Vaynerchuk, 2016

    Mark Whitehurst from Marketo says you should pay attention to Vero, Musical.ly, and Steemit. Search Engine Journal talks about the 7 biggest platforms and names existing ones. Truthfully, it can be anyone’s guess.

    The downfall of looking for the newest, shiniest tool is that the audiences continually grow. So, in 2011 Snapchat came on the scene and a number of their audience migrated from Instagram. Instagram was no longer the “young people’s platform,” whatever that means, it was Snapchat. Gen Y and Z have increasingly made their conversations one-to-one or one-to-many in private group chats.

    How does a business get in on private conversations?

    Businesses saw the opportunity with Snapchat and their filters. Everyone copied Snapchat including Instagram and Facebook and there are frames and branded filters everywhere. It’s the same as sports stadiums. They used to be named after heroes. Jack Murphy Stadium became Qualcomm Stadium. I believe Wrigley Field was one of the first to brand a stadium. But I digress.

    The point is this: brand awareness campaigns can happen on the new tech. But engagement campaigns are more difficult.

    Businesses can always spend money on brand awareness campaigns; engagement is more difficult. Share on X

    Experiment but Stick with the Standards

    It’s good to experiment and keep aware of your marketing channel options. Radio and TV ads are not dead. Neither are billboards, movie reels, or signs on grocery carts.

    You know what works? Whatever tool you use. Go with it. If you want to spend your advertising budget on a community event, do it. If you are publishing on your website, keep doing that. The biggest problem I see is people starting but not continuing with the effort or channel.

    Twitter: The Caveat You Knew Was Coming

    If you’re reading this article, there is a 50% chance (according to Google Analytics) that you saw it on Twitter. It’s no wonder that is my bias and I’ve explained the reasons why Twitter is the best platform for business to business before. That said, I spend my time on Twitter — every day. Several times a day. It’s where I’m campaigning.

    Is Twitter the best for the local carwash? No. They use fliers, spend money with ValuPak, and attend the chamber of commerce.

    Go with the Blue-Chip Platforms

    If you are starting your social media marketing now, my recommendation is to go with blue-chip platforms. What do I mean?

    When you are new to investing in the stock market, you’re advised to go with blue-chip stocks. Those are the tried and true investments. Low risk, certain reward.

    “A blue-chip stock is the stock of a large, well-established and financially sound company that has operated for many years. A blue-chip stock typically has a market capitalization in the billions, is generally the market leader or among the top three companies in its sector, and is more often than not a household name. Some examples of blue-chip stocks are IBM Corp., Coca-Cola Co. and Boeing Co.” Investopedia

    Twitter, Facebook, LinkedIn, and Instagram are the blue-chip social media platforms. Those, in that order, are the best places for a business to spend their time and marketing budget.

    Be Intentional with Your Marketing

    In order to be successful in social media marketing in 2019 or 2009 you need to be intentional. Choose a platform and use it daily or weekly. Publish articles on your website on a regular basis. If you don’t have the time or want to become an expert, outsource your social media.

    There is no hack. You just have to do the work.

  • A Case Study: Marketing Consulting with Jocelyn Mozak

    From time to time, a case study becomes a good way to reflect on results for both you and your current and potential clients. This is my first for one of my very good friends and I’m proud that she’s also a client.

    https://twitter.com/JocelynMozak/status/1084120768240181248

    The Client

    I met Jocelyn Mozak of Mozak Design at WordCamp Seattle last year. Her Portland, Oregon based business is going well and she often presents and coaches on systems and processes that help other businesses. However, she wanted to build up her brand awareness about her coaching program and training for speakers and wasn’t sure how that could happen with Twitter.

    The Challenge

    Jocelyn was all-in on Facebook. That’s where her tribe was. That’s where her clients were. That’s all she focused upon. But after sitting down at an impromptu lesson I gave to Robby of Beaver Builder at WordCamp Seattle 2018, she was in.

    I could sense her excitement and that was contagious.

    She DMd me. I invoiced her. Caldendly appointments were made. Once the Zoom call began, I had a chance to change her mind about Twitter. People who know me know how much I believe in it as a tool.

    https://twitter.com/JocelynMozak/status/1062393906279649280

    The Consultation

    The first call was the test. Test of the coach on the consultant. Could her audience really be elsewhere except her beloved Facebook? How could she connect with people who might like her coaching services? Once I began to teach her about lists, however; I think she saw the way she could grow her influence.

    One of the things I enjoy (I know, it’s supposed to be about the client) is that during a consultation I can give specific rather than generic examples. So, for this call, I suggested that she create a list of WordCamp speakers starting with those slated to speak at WCUS. This allows her to spend time engaging with her peers in the speaking world and continue to build those lists. Since she is an avid speaker at a variety of conferences, the light bulb went on and she went to work.

    Look at those lists!

    After that, we briefly discussed hashtags and their purpose as well. I’ve personally seen her engage more on Twitter in our circle of friends and watch people tag her to get their attention.

    The Second Call

    Okay, Bridget. If you can do that for Twitter, what about LinkedIn. (Quote for dramatization).

    Yep. We set up another call over Zoom (she likes to record them) and we went through specific use cases on why she should be there.

    Who is her audience? Women leveling up their careers and speaking engagements.
    Where do those people spend their time? LinkedIn.

    It made perfect sense.

    The Results

    I’m stoked with the results. I knew Jocelyn was sitting on a gold mine.

    Twitter:

    Jocelyn tweeted only 17 times in October with 1,880 impressions. In November that number went up to 220 with 40,200 impressions. December was 276 tweets and 48,300 impressions. I’d say those are impressive results.

    LinkedIn:

    After Jocelyn put our plan into action for LinkedIn, the more professional network, she’s had a 60% increase in profile visits.

    Look at that increase!

    Google Analytics

    Google Analytics is the ultimate in metrics. The whole point of social media is to build brand awareness so that people will visit your site. I love that her traffic has dramatically increased from Twitter (54%) and LinkedIn (2000%).

    Love the green numbers!

    The ultimate result, to me as a consultant and teacher, is her newfound excitement for platforms that can help her build her own coaching business to a new level.

    Bridget’s Twitter coaching has been transformational. I used to use Facebook exclusively and avoided Twitter at all cost. After a single session with Bridget I understood exactly how to wrangle Twitter and make it work for my business. Now Twitter is a key part of my social media marketing. I’m building relationships and growing my online visibility. I even, I dare say, prefer it to Facebook somedays!

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  • Marketing Isn’t About Tools – It’s About Psychology

    Marketing tools are simply that — tools. When you overly rely upon automation to replace human connection you will always fail, regardless of how slick the tool is.

    Marketing is about relationships. Relationships take time. No CRM or auto dialer will change that for you.

    A brand needs to be relatable. As your customer base relates, they develop affinity to the brand. Affinity leads to loyalty. Loyalty leads to sales.

  • Social Media Success: Adjust and Adapt to Change

    When it comes to technology, you can always expect one thing: change. When it comes to social media, changes happens at a faster pace. Keep up for success.

    Why does social media change so often?

    Why does social media change so often? My answer: welcome to tech.

    In my talks, I always say the tech changes in 20 minutes so you better keep up. Once you post that tutorial on how to add people to a list, Twitter will change the gear icon into the three stacked dots. It happens. It happens frequently. It happens to us all.

    Here are some examples of change:

    • Facebook lists are going away. I know. Many people didn’t even know they existed. I used them. They’re gone. Whatever. Move on. Right?
    • Instagram is no longer in reverse chronological order. Surprise? Not really since Facebook bought them.
    • There used to be “best times to post.” Twitter, Facebook, and Instagram default to a customized feed based upon the user’s behavior. Throw away those best times now.
    • Auto posting from Instagram to Twitter used to be chic. Then Twitter stopped supporting live previews of Instagram links (not surprisingly, after Facebook bought them).
    • Follow Friday (#FF #FollowFriday) was a huge deal on Twitter. Now if you do it, you’re out of touch or have some robot turned on.
    • Twitter changed retweeting — three times — since I signed up in 2007. This is why I prefer the old “RT” way. (Did you know your retweets can be turned off?)
    • It used to be that Instagram’s culture supported 12-20 hashtags per post. This is changing.
    • Instagram used to perform well with short captions. People now accept longer descriptions, stories.
    • SnapChat was copied by Instagram and Facebook with 24 hour “stories.”
    • Avatars used to be 500×500 squares. They’re are now circles within those squares.

    I could go on and on but those are just some of the changes I’ve experienced since doing content marketing and social media management since 2009.

    Tech changes. Adapt.

    This is why it is so important to be a practitioner.

    How do you start a social media campaign from scratch?

    Starting a social media campaign from scratch is easier than you think. When you start from scratch, you don’t have to relearn changes. You just have to learn the right way (until they change it again).

    My advice is to always start small. Use one platform. Use it often and use it well. For example, if you have a new product coming out, decide where your audience is. Pick that social media platform.

    If it’s a WordPress plugin, choose Twitter. Start an account. Write your bio clearly. Use a square logo ensuring the logo is clearly visible in a square. Tweet about your product linking to your website. Pin that tweet to your timeline. Tweet once a day in the morning and once after lunch.

    With Twitter, a campaign’s success is a ratio of volume. Resist the urge to retweet people who talk about you. Instead reply. Say “thank you.” Respond to questions. Build relationships. This is how to be successful.

    How do I create a social media strategy plan?

    The first step to creating a successful social media strategy is to plan with a professional. You should have SMART goals with an overarching strategy and agile tactics.

    Let’s start by differentiating strategy from tactics.

    “Strategy and tactics are both how you will achieve your goals and objectives. Strategy is our path or bridge for going from where we are today to our goal. It’s our general resource allocation plan. It might be to engage industry thought-leaders to become advocates for our product. The tactics then are how specifically or tangibly we will do that. They might include items such direct marketing letters, face-to-face meetings, key talking point scripts and an iPad app.” Rich Horwath

    • What are your goals? Write them down.
    • What do you want out of social media? Write it down.
    • Who is your customer? The answer is not “everyone.” This question takes some introspection and maybe an audit. Who were your last 5 big customers? What do they have in common?
    • Where are your customers? If the answer is Twitter, then start there.

    There is no real way to be super specific in a blog post about tactics, which is why you hire a consultant. This is where I mention that you can also hire me as a consultant to put together a plan of action. 

     

    How do you create a social media marketing strategy factoring in change?

    Any strategy should have flexibility in the tactics to allow for change. It’s the same in social media. Factoring in change in social media means factoring in failure. Social media tactics need room for error and experimentation. Watch the results — but don’t obsess. Look for long-term trends. Ask “what if” often.

    In order to allow for tactical changes, you must experiment. I did it with this blog post, even. For the first time, I used “people also ask” as my outline. I never outline my posts. I just write.

    That means, as a business owner or corporate officer, whether hiring or outsourcing, you must trust your team. Delegate. Let go. Check in monthly or quarterly. Ask questions. Listen to their answers. Assess. Adjust. Continue.

    When it comes to employees, hire someone you trust and then — trust them. Give constructive feedback frequently. It takes time to learn a brand’s voice — or to shape it. Comedians take about four years to find this. It won’t be overnight.

    How can social media strategies be improved?

    Remember that a social media strategy is a strategy. These are overarching goals, to be contrasted with tactics. You can and should always improve your tactics. Strategies can be reassessed quarterly.

    Social media strategies can always be improved but you won’t know how to make the changes unless you monitor trends, assess, and adapt.

    A good social media manager won’t be stuck in 2009. As a practitioner, your vendor or in-house employee will know what is best for your industry and your niche.

    This is why it’s important to outsource to a professional, who could easily qualify as an in-house Marketing Manager. Anything less is risking the reputation of your brand — something not so easily recovered for a growing small business.

    If your social media marketing is stuck in 2009, let’s talk.

     

  • What a Social Media Manager Can’t (or shouldn’t) Do for You

    Updated 3/26/25

    Social Media Managers are awesome. They’re so awesome, in fact, that they get mind-blowing (read: unreasonable) requests.

    My friend Carol Stephen wrote a post called “What Can a Social Media Manager Do For You?” In that post, she includes items such as research, deciding when to post, and choosing hashtags.

    I thought it would be fun to do the opposite.

    10 Things Outside of the Scope of Social Media Management

    A social media manager should not:

    1. Care about your business more than you do.
    2. Be a videographer.
    3. Be a video editor.
    4. Be a professional photographer or editor.
    5. Be an expert in InDesign, Photoshop, et al.
    6. Design logos or creative.
    7. Build your website.
    8. Be a technical SEO expert.
    9. Be an expert in paid advertising.
    10. Be a professional copywriter.

    Even though many social media managers have specialized training in marketing, these requests are way out of the scope of social media management. Especially if you’re underpaying them or (god forbid) are using a VA.

    How Much Should I Pay a Social Media Manager?

    Paying a social media manager what they’re worth is directly correlated with the quality of the postings. I strongly recommend against hiring someone on an hourly basis since social media management isn’t a 9-5 job.

    With that said, ZipRecruiter shows that the average salary of an in-house social media manager is $62,638 (2025) in Corpus Christi, TX. The low is $23,666 a year and the highest is $105,773. What surprises me is that nationally, ZipRecruiter shows that the average is just above Corpus Christi’s, which isn’t an affluent area.

    In contrast, I have flat rates based on the platform and scope. If you want the pro level of Twitter/X, for example, that’s going to cost you $1200/mo. But if you want the low end, it’s just under $400.

    image
    Screenshot from ZipRecruiter

    Who Typically Hires a Social Media Manager in a Large Corporation?

    A Marketing Manager ($85k+/year) will most likely be responsible for the entire list but outsource quite a few marketing tasks to vendors.

    A social media manager who bills for the work, not the time, is easy to get a hold of and has a good account of their own. A Marketing Manager will likely hire a social media manager to work under them.

    Social Media Managers Free Up Your Time

    Have you thought about outsourcing social media? It’s a great way to grow your business and free some of your own time. Having realistic expectations helps you value what a social media manager actually does.

    A good social media manager will represent your brand online and off. They will post content created by your editorial staff (content creation is another job). They will post photos taken by your team (or professionals you hire) and write captions and add hashtags. Your social media manager will interact with your audience (known as engagement) with your best interest in mind.

    Do You Need a Social Media Manager for Your Business?

    What kinds of questions can I help you answer or problems I can solve. Let’s roll up our sleeves and do the work.