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Social media best practices in 2019: Top 5 takeaways from #RaganDisney

Posted on | by kelsey | Posted in best practices, communication, social media

Kelsey BaRoss posing with Mickey and Minnie at the #RaganDisney Social Media ConferenceLast month, I joined hundreds of other communications professionals (and Disney lovers!) at Ragan’s Social Media Conference for PR, Marketing and Corporate Communications at Walt Disney World Resort. We soaked in the latest trends and best practices in the ever-evolving world of social media. Keynotes and workshops allowed us to peek behind the curtain of the digital teams from Disney Parks, HBO, Good Morning America, Wendy’s, Amazon, Grubhub and ESPN, among others.

If you follow RoseComm on Twitter (@rosecomm), you had a taste of the conference as I live-tweeted the sessions. However, there was so much more to it! While each speaker had something unique to share from their own experiences, common themes for success on social became clear. Here are the top five trends and best practices I took away from #RaganDisney:


1. Micro-influencers are small but mighty

Everyone knows the power of a good influencer for expanding the reach of brand messages. But when it comes to their followers, more isn’t always merrier. It may seem counter-intuitive, but multiple speakers hammered this point home. If a potential sponsored content partner has millions of followers, it doesn’t automatically make them the best pick to spread your message. Instead, the key to success may lie with micro-influencers: creators with a tighter community of 1,000-9,000 followers and more personalized areas of expertise.

Keynote speaker Joanna Scholl of the Paley Center for Media (previously with HBO) revealed that micro-influencers get 60 percent more engagement than celebrities. Because their audience is smaller, micro-influencers are also able to foster stronger relationships with their fans via one-on-one conversations in the replies. Matt Silverman of the Daily Dot is also a fan, adding that they are a great solution for organizations that may not have a lot of financial resources.


2. Video is continuing to dominate social media, but only if done right

Nearly all the speakers at #RaganDisney stressed to attendees that social media’s obsession with video is here to stay – whether that is via traditional posts, Facebook Lives, Instagram Stories, Twitter, Snapchat, or tomorrow’s next big thing. Now that more brands are jumping on the video bandwagon and competing for eyeballs, it’s crucial that your video is set up for success.

Here are some tips Mallorie Rosenbluth of Grubhub shared:

  • Optimize everything – Vary the dimensions and length of your video across networks and see how it affects performance. People look for different things on Facebook, Instagram, Twitter, LinkedIn and other channels like Snapchat and newcomer TikTok, so your content should reflect that when possible.
  • Start at “second 0” – Social media users are scrolling fast, and you want to catch their attention right away. Many brands will put the most eye- and ear-catching snippet at the top of the video (such as a funny/impactful quote or interesting visual) to show why viewers should stick around to watch the rest.
  • Design for sound off – Brand social media videos shouldn’t have any information in them that can only be conveyed with sound. The majority of social media users are looking at their feeds on mobile; with videos auto-playing and headphones not necessarily on hand, closed captions are a must!


3. Brand follower count should not be your main success metric

As with micro-influencers, the number of followers on your accounts is not as important as the targeted community your brand is building and the way your audience is engaging with posts. What percentage of people gave your content a like or a comment? Did it spark discussions? How many people thought your content was worth sharing? Additionally, “detail expands” on Twitter (when someone clicks on your tweet to enlarge it) and URL clicks also demonstrate interest in your content and help boost posts in followers’ feeds.


4. Keep the “social” in social media

Matt Keck of VMLY&R, the agency that runs Wendy’s social media accounts (including its infamous Twitter handle known for roasting consumers and brands alike), pleaded for brands to “stop talking like a brand – people can tell when your legal team is writing your tweets!” He said that going hard with the sell right out of the gate can feel off-putting and intrusive to followers. Instead, Wendy’s strategy is to make friends first, then invite them to lunch.

Go behind the scenes and highlight the faces behind the company. Tap into the stories of the people impacted by your organization. Share fun facts and data points that make your brand unique. Understand your audience’s values and meet them in conversations they are already having. Nate Sandell of Mall of America also stressed the power of personalizing replies to people who comment, @mention or otherwise reach out. It only takes a minute or two to click through to someone’s profile to learn more about them and their interests, and doing so can help you leave a lasting impression.


5. Not everything will work, and that’s okay

Every brand is different, and the only way to figure out what will resonate with followers is by experimenting. Naturally, not all experiments will be successful. The speakers shared that this is totally normal – even expected – and the important part is learning and applying this newfound knowledge to the next project. When something doesn’t stick, take a look at the data: perhaps the timing wasn’t right or the format should be changed up.

Social media is always evolving, but it doesn’t have to be intimidating. With each shift comes new opportunities to engage with your audiences in meaningful ways and make a difference for your brand.

Which social media takeaway from #RaganDisney did you find most interesting? Let us know in the comments!

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