TikTok & Beyond: Social Media Strategy’s Next Frontier

Are you ready to crack the code of social media strategies, especially as they relate to emerging platforms like TikTok and alternative platforms to established ones? Effective marketing requires constant adaptation. But how do you actually do that? This tutorial will walk you through using SocialSonar 3.0 to identify and capitalize on emerging social trends. Are you ready to stop guessing and start knowing?

Step 1: Setting Up Your SocialSonar 3.0 Account

First, you need to configure SocialSonar 3.0. If you’re new, you can sign up for a free trial on their website. I’ve been using SocialSonar since its early beta days, and the 3.0 update is a significant leap forward.

1.1: Connecting Your Existing Social Accounts

1. Log in to your SocialSonar 3.0 dashboard.
2. Click on the “Account Settings” icon in the top-right corner (it looks like a gear).
3. Navigate to “Connected Accounts“.
4. Click the “Connect Account” button. You’ll see a list of platforms: Meta, LinkedIn, X, and then a section for “Emerging Platforms”.
5. Connect your existing accounts for the established platforms first. This helps SocialSonar understand your current audience and content strategy.

Pro Tip: Don’t skip connecting your established accounts. SocialSonar uses this data to provide more relevant insights for emerging platforms.

1.2: Adding Emerging Platforms

1. In the “Connected Accounts” section, scroll down to “Emerging Platforms”.
2. You’ll see options like Spoutible, Spill, T2 Social, and of course, TikTok.
3. Click “Add Account” next to the platform you want to monitor. Note that for some platforms, you may need to authorize SocialSonar via API (application programming interface).
4. Enter your account credentials. SocialSonar uses bank-level encryption, so your data is safe.

Common Mistake: Forgetting to grant SocialSonar the necessary permissions. Double-check the authorization requests to ensure SocialSonar can access the data it needs.

Expected Outcome: You should see your accounts listed under “Connected Accounts” with a “Connected” status indicator.

Step 2: Identifying Trending Topics on Emerging Platforms

Now that your accounts are connected, let’s find out what’s hot. This is where SocialSonar shines.

2.1: Using the “Trend Discovery” Tool

1. In the main navigation, click on “Trend Discovery“.
2. Select the emerging platform you want to analyze (e.g., TikTok).
3. Choose a time frame. I recommend starting with “Last 7 Days” for a quick overview, then narrowing down to “Last 24 Hours” for real-time trends.
4. Enter relevant keywords. For example, if you’re in the food industry, you might enter “vegan recipes,” “meal prep,” or “restaurant reviews.”
5. Click “Generate Report“.

Pro Tip: Experiment with different keywords and time frames to uncover hidden trends. Think outside the box!

2.2: Analyzing the Trend Report

The report will display a list of trending topics, along with key metrics:

• Topic Name: The specific keyword or phrase that’s trending.
• Volume: The number of mentions within the selected time frame.
• Sentiment: The overall sentiment (positive, negative, or neutral) associated with the topic.
• Demographics: The age, gender, and location of users discussing the topic.
• Related Hashtags: Other hashtags commonly used in conjunction with the trending topic.

Common Mistake: Focusing solely on volume. Sentiment and demographics are just as important. A high-volume topic with negative sentiment might be something to avoid.

Expected Outcome: You’ll identify several trending topics that align with your brand and target audience. For instance, maybe you discover that #SustainableEating is blowing up on T2 Social among 18-24 year olds in the Atlanta metro area.

Step 3: Analyzing Competitor Performance

Knowing what your competitors are doing on these platforms is crucial. Don’t reinvent the wheel; see what’s working (and what isn’t).

3.1: Using the “Competitor Analysis” Tool

1. In the main navigation, click on “Competitor Analysis“.
2. Select the emerging platform you want to analyze.
3. Enter the usernames of your competitors. You can add up to five competitors in the free trial.
4. Click “Generate Report“.

Pro Tip: If you don’t know your competitors’ usernames, use the “Account Discovery” tool (found under “Audience Insights“) to find them.

3.2: Interpreting the Competitor Report

The report will provide insights into your competitors’ performance:

• Follower Growth: How quickly their follower count is increasing.
• Engagement Rate: The average number of likes, comments, and shares per post.
• Top Performing Posts: Their most engaging content.
• Hashtag Usage: The hashtags they’re using most frequently.
• Content Themes: The common themes and topics they’re covering.

Common Mistake: Copying your competitors directly. Use their performance as inspiration, but always put your own spin on things.

Expected Outcome: You’ll gain a clear understanding of your competitors’ strengths and weaknesses on the chosen platform. For example, you might find that a local competitor, “Atlanta Eats,” is crushing it on Spill with short-form video reviews, while another competitor, “FoodieATL,” is struggling to gain traction.

Step 4: Creating a Targeted Campaign

Now for the fun part: putting your insights into action. For more on this, check out our article on results-oriented marketing.

4.1: Using the “Campaign Builder”

1. In the main navigation, click on “Campaign Builder“.
2. Click “Create New Campaign“.
3. Give your campaign a name (e.g., “T2 Social #SustainableEating Campaign”).
4. Select the emerging platform (T2 Social in this example).
5. Define your target audience. Use the demographic data you gathered from the “Trend Discovery” tool. For our example, we’d target 18-24 year olds in Atlanta interested in sustainable eating.
6. Set your budget and schedule. I recommend starting with a small budget (e.g., $50/week) and a short duration (e.g., 2 weeks) to test the waters.

Pro Tip: Use SocialSonar’s AI-powered content generator to create engaging captions and visuals.

4.2: Crafting Your Content

Create content that resonates with your target audience and aligns with the trending topics you identified. If #SustainableEating is trending among young Atlantans on T2 Social, consider posting:

• Short videos showcasing local restaurants that prioritize sustainability.
• Tips for reducing food waste at home.
• Interviews with local farmers and producers.
• Behind-the-scenes looks at your company’s sustainability efforts.

Common Mistake: Ignoring the platform’s unique culture. What works on Meta won’t necessarily work on T2 Social. Adapt your content accordingly.

4.3: Scheduling and Publishing

1. Use SocialSonar’s built-in scheduler to schedule your posts for optimal times. The “Audience Insights” tool can help you determine when your target audience is most active.
2. Monitor your campaign performance closely. Track your engagement rate, follower growth, and website traffic.
3. Make adjustments as needed. If a particular type of content isn’t performing well, try something different.

Expected Outcome: Increased brand awareness, engagement, and website traffic from your target audience on the emerging platform. I had a client last year who launched a similar campaign on Spill targeting Gen Z interested in ethical fashion. Within a month, they saw a 30% increase in website traffic from Spill and a significant boost in brand mentions.

Step 5: Analyzing Results and Iterating

Social media marketing isn’t a “set it and forget it” kind of thing. Constant analysis is key.

5.1: Using the “Campaign Analytics” Tool

1. In the main navigation, click on “Campaign Analytics“.
2. Select the campaign you want to analyze.
3. Review the key metrics: reach, engagement, website clicks, and conversions.
4. Identify what worked well and what didn’t.

5.2: Making Adjustments

Based on your analysis, make adjustments to your campaign:

• Refine your target audience.
• Experiment with different content formats.
• Adjust your budget and schedule.
• Try new hashtags.

Pro Tip: Don’t be afraid to fail. Some campaigns will flop. The key is to learn from your mistakes and keep experimenting.

5.3: Scaling Successful Campaigns

If a campaign is performing well, consider scaling it up by increasing your budget, expanding your target audience, or creating more content.

Expected Outcome: Continuous improvement in your social media performance on emerging platforms. This is a marathon, not a sprint. We ran into this exact issue at my previous firm. We launched a TikTok campaign that initially underperformed, but after analyzing the data and making some key adjustments, we were able to turn it around and achieve a significant ROI. Here’s what nobody tells you: it takes time.

By following these steps and using SocialSonar 3.0 effectively, you can tap into the power of emerging social media platforms and reach new audiences. The key is to be proactive, adaptable, and data-driven marketing. Good luck!

The biggest mistake I see is brands sticking with what’s comfortable. The world of social media marketing is a constantly shifting terrain, and the social media strategies that worked last year might be obsolete today. So, take the leap. Start experimenting with emerging platforms. Your next big marketing breakthrough might just be one TikTok away. For more ways to increase brand exposure, check out our other articles.