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Evelyn Taylor, Community Manager, Emplifi

Webinar recap: Social media decoded

Trends and career insights with Matt Navarra

Emplifi’s World Social Media Day+ program was designed to celebrate social media managers worldwide and provide them with the insights, tools, and resources they need to craft a stellar social media strategy. Emplifi’s Global Evangelist Lead Imi De Daranyi collaborated with industry leader Matt Navarra for an exclusive webinar on major social trends and how social media marketers can advance their careers.

Renowned for his expertise and client portfolio, including social media work for global companies like Google, Meta, BBC, and ITV, Matt is a highly sought-after social media consultant with a passion for community-building. He established "The Social Media Geekout," a Facebook group with over 25,000 members, as well as the connected “Geekout by Matt Navarra” newsletter to keep subscribers up to date with social media news and insights.

The webinar, “Social media decoded: Trends and career insights with Matt Navarra,” covered a variety of trending topics like generative AI and Twitter’s verification policy, as well as personal branding tips for social media marketers. Check out some of our key takeaways in this recap.

Social media platform updates to know

Along with staying up to date on algorithm changes and new features, social media managers are tasked with creating engaging content optimized for each platform. Matt shared insights around these major channels that marketers should be aware of.

Twitter: Since Elon Musk took on the role of CEO at Twitter, the biggest change to the platform has been its verification policies. Twitter Blue follows a subscription model that allows any user to obtain a blue checkmark for $8/month and boost visibility on the “For You” page. Brand social teams are left to decide if they’re going to pay for verification, and which tier applies to their company. While the response has been mixed, and lookalike platforms have emerged as a result, Twitter’s strengths still seem to outweigh the verification controversy.

Meta: Threads, Meta’s new text-based social app, hit 100 million users in its first five days. Accessible through a user’s Instagram, Threads operates similarly to Twitter. Instagram and Facebook continue to introduce new features like community tools, short-form video (Reels) and generative AI features to stay relevant as the social media landscape changes. 

TikTok: Several countries (and the U.S. state of Montana) have restricted TikTok use due to privacy concerns, a trend that could have a significant impact on content creators and brands alike. However, TikTok use continues to skyrocket, with users even utilizing the short-form video channel as a search engine.

LinkedIn: Compared to other platforms, LinkedIn algorithms and features have remained mostly static. The platform has announced a focus on AI tools and additional tools for creators. This is especially relevant for B2B influencers and thought leaders building an audience on LinkedIn. 

Generative AI to enhance social media strategy

As generative AI tools like ChatGPT have risen in popularity on social media, many marketers now use AI to create original content at scale and reduce the need for external resources or design efforts. The majority of webinar guests shared that they rely on generative AI to assist with copywriting.

Matt highlighted that generative AI isn’t something for social media managers to be worried about from a job security perspective. Leveraging customizable templates and style transfer techniques allows brands to maintain consistent visual branding across various platforms. Furthermore, teams that partner with third-party social media publishing platforms like Emplifi have access to built-in generative AI tools to streamline day-to-day tasks.

Social media career growth and personal branding

Matt explained that social media managers first emerged in the mid-2000s, tasked primarily with growing follower count and creating engaging content. Since then, related roles have emerged in response to platform growth and the rise of the creator economy, including community managers, social analysts, influencer marketing specialists, and care managers.

Matt shared his best tips for creating a personal brand that social media managers can leverage to reach their career goals, whether that means moving up in a corporate path or taking an entrepreneurial approach:

  1. Define your unique value proposition. Identify your strengths, skills, and what sets you apart.

  2. Maintain a consistent online presence. Create a professional image across digital platforms and engage in conversations related to your expertise.

  3. Cultivate a strong professional network. Engage with industry professionals and thought leaders on and off of social media.

  4. Showcase your expertise. Create and share valuable content through blogs, articles, or videos.

  5. Cultivate authenticity and consistency. Be genuine and true to your brand and values.

Social media management can be a daunting responsibility without the right tools and support from your team. Matt advises marketers in social to lean into generative AI as well as new features from platforms like Meta to work more efficiently and focus your efforts on community building. Make the work you do today count for the career you want tomorrow, and consider allocating time each week for cultivating your own personal brand. 

Whether you want to continue a career in social media or explore other areas of marketing, advice from experts like Matt can help you determine the best ways to reach your goals. Check out the full webinar recording here to learn more about the topics we covered with Matt.

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