How to navigate the year of ‘social media hesitation’

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The ever-morphing social media landscape requires daily attention from modern marketers to stay current on the beating pulse of culture, shifting platform functionalities, and the evolving community ecosystem their online communities inhabit. But, just like every other industry, 2020 has brought us an “unprecedented” level of challenges.
In an era of fake news, it’s the real news that has kept social media professionals at full throttle this year: Instagram and Facebook ad boycotts, a renewed spotlight on racial injustices, cancel culture at an all-time high, and an unflinching global pandemic has made it essential for brands to understand themselves and the communities they serve.
Social media has become the front line for consumer communication in a stay-at-home world, which has led brands to reimagine their content and strategy toolkits. When reevaluating, there are a few things to keep in mind:
1. Be authentic.
One of the key elements that makes consumers feel connected to brands is authenticity. Making authenticity a pillar of your content strategy and brand is crucial in the grand scheme of your strategy, but it’s also the single most important attribute to successfully tap into Gen Z. This largely means radical transparency at the consumer level. Being …

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