News & Views Archive - Taiji https://www.taiji.ca/news/ Thu, 06 Feb 2025 20:50:04 +0000 en-CA hourly 1 https://www.taiji.ca/wp-content/uploads/cropped-site-icon-32x32.png News & Views Archive - Taiji https://www.taiji.ca/news/ 32 32 The New Rules of Recruitment https://www.taiji.ca/news/the-new-rules-of-recruitment/ Thu, 06 Feb 2025 16:41:47 +0000 https://www.taiji.ca/?post_type=news&p=2492 The talent market has changed. Recruitment is no longer just about filling roles—it’s about finding people who share your mission and values. Post-pandemic, 74% of employees say they want their work to have purpose, and nearly 90% of younger workers prioritize company culture over salary when choosing an employer. This shift is not a passing […]

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The talent market has changed. Recruitment is no longer just about filling roles—it’s about finding people who share your mission and values. Post-pandemic, 74% of employees say they want their work to have purpose, and nearly 90% of younger workers prioritize company culture over salary when choosing an employer. This shift is not a passing trend—it’s the future. Organizations that recognize this will gain a competitive edge, attracting and keeping top talent who will drive their impact forward.

Strategies for Recruiting Values-Aligned Talent
Purpose-driven people want to work in organizations with authentic values, an inclusive culture, and opportunities for meaningful growth. So, how do you attract and retain this talent?
1. Great Leaders Attract Great Talent
People follow leaders who speak from the heart, align their actions with their words, and demonstrate a genuine commitment to the mission. Research shows that employees who trust their leadership are 50% more engaged and 40% less likely to look for another job. Visibility, approachability, and authenticity make all the difference. Small gestures—a personal thank-you, active listening, or sharing the ‘why’ behind decisions—can have an outsized impact.
2. Let Your People Tell Their Stories
Candidates want to feel inspired, and nothing is more compelling than real employee experiences. Instead of polished corporate messaging, encourage team members to share how their work makes a meaningful difference in their own words. This ‘photo voice’ approach—where employees describe their experience in their own terms—creates authenticity and builds trust with potential hires. (See the Sidebar Below: “The Power of Employee Voices”)
3. Showcase Your Brand and Culture
A strong employer brand is one of your most valuable recruitment tools. Nearly 80% of job seekers research company culture before applying. Ensure your website, social media, and job postings reflect your inclusivity, flexibility, and growth opportunities. Use video testimonials, behind-the-scenes content, and real team interactions to bring your culture to life.
4. Meet People Where They Are
The best people for your organization may not be actively job-hunting. Building relationships before you need to hire will ensure a strong talent pipeline. Engage with potential candidates through community events, professional networks, LinkedIn groups, and industry-specific online forums. Consider hosting virtual Q&As or open-house events where prospective employees can experience your organization in action.
5. Build Transparency and Trust
Today’s workforce demands honesty. A study by Glassdoor found that job seekers trust employee reviews 3x more than company descriptions when evaluating an employer. Instead of just promoting success stories, be open about the challenges your organization is working to overcome. Candidates respect organizations that acknowledge areas for growth and demonstrate a commitment to ethical practices, diversity, and continuous improvement.


THE POWER OF EMPLOYEE VOICES
Why ‘photo voice’ storytelling is the key to authentic recruitment
Most employer branding focuses on carefully crafted key messages, but what if you let your employees speak for themselves? A ‘photo voice’ approach in recruitment shifts the narrative from what leadership wants people to hear to what employees actually experience. When employees describe their own work in their own words, it:

  • Feels more real and relatable: Potential hires trust real voices more than marketing copy.
  • Provides a diversity of perspectives: Each person’s experience is unique, offering a fuller picture of your workplace culture.
  • Builds emotional connection: When people hear firsthand how a job impacts someone’s life, it resonates deeply.

This can take many forms:
» Candid social media posts by employees sharing why they love their work
» Video Clips where team members describe their impact in their own words
» Employee-generated content, such as blogs or Instagram takeovers
When potential employees see real people talking about their experiences, they don’t just understand your culture—they feel it.


Unlock the Power of Purpose
The shift toward values-based recruitment isn’t a trend—it’s the new standard. By aligning your hiring strategies with what today’s workforce values most, you can attract passionate, driven talent who are excited to be part of something bigger.

At Taiji Brand Group, we help mission-driven organizations craft recruitment campaigns that resonate with values-driven talent. From authentic storytelling to brand awareness building, we’ll help you attract and retain the right people to strengthen your team and amplify your impact.

Ready to build your dream team? Let’s talk.

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Increase Readership With Great Design https://www.taiji.ca/news/increase-readership-with-great-design/ Mon, 31 Aug 2020 20:37:53 +0000 https://www.taiji.ca/?post_type=news&p=2247 The post Increase Readership With Great Design appeared first on Taiji.

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How can great design increase readership of your Annual Report?

When you hear the term ‘Annual Report,’ what do you picture? Pages of financials and long paragraphs? Are you falling asleep just thinking about it? While it’s a common legal requirement to publish an Annual Report, it is also a wonderful opportunity to inspire your audience, tell the story of your organization, and inspire your readers.

One of the reasons Annual Reports are such a unique piece is that they engage with a large audience, including stakeholders, customers, suppliers, leaders, and community members; that’s a lot of people reading one report! It’s a great chance to welcome your audience on a tour of your organization, show off a little, and take a look behind the scenes to enrich your organization’s story.

So what exactly is the role of an Annual Report?

Supports investor relations
An Annual Report provides a snapshot of successes from the past year (and perhaps longer for ongoing projects) and gives important technical information to stakeholders.

Builds your brand
Shares with your audience the culture of your organization and stories they might not get from other marketing materials.

Showcases your vision, people and performance
Highlights your organization’s values, provides an overview of your company, and shares performance metrics from set goals.

Tells the story of your organization
The report is 100% about your organization, it shares the story from a personal perspective, and highlights successes and achievements.

Enhances pride in your organization and brand
Sharing stories and accomplishments is important not only for supporting investor relations but employee morale as well.

Why is great design and strategy so important for an Annual Report? It is possible to meet all the content requirements, but without engaging and thoughtful design, information can get lost and act as a deterrent for readership.

So what makes a great Annual Report? What is going to connect with readers? And, how will it best provide value to your diverse audience?

Have a singular theme and clear message
Your report should have a cohesive look and feel and should be consistent in messaging. Readers have a limited attention span, so it’s important to get their attention quickly without unnecessary amounts of copy and without getting too technical.

Connect goals to performance through compelling storytelling
Demonstrate to the reader how goals set by the organization were met. This can be done with the help of infographics as well as dividing sections into organized segments.

Bring the story out visually through design
Thoughtful content placement, engaging side bars, and incorporation of colour, shape, and illustration can help to tell your story while keeping your reader engaged. The way copy is sized as well as how it’s placed on the page all contribute to your reader’s experience.

Use compelling photography
Excellent photography is a game changer for making your annual report shine. Photos give the reader a real snapshot of your organization and have the ability to convey your message much quicker than a paragraph of text. It’s important when incorporating photography to have a consistent shooting style as it’s another layer of your brand’s identity.

Icons to represent larger ideas
The use of icons is a great way to tie a visual to a particular message or theme. For example, if you are representing “Community” in a section of your report, using an icon such as a group of people will help your reader connect to the messaging on another level. That way when it is repeated in other sections of the report, readers will have made that visual association already and understand what is being referenced.

Concise, well-organized, and scannable information
Be sure to keep long paragraphs to a minimum when not integral to telling your story. Readers are far more likely to engage with content when it’s presented in smaller, more digestible chunks. For example, a visual representation of data using a pie chart rather than a sentence of statistics will be much more enjoyable to read.

By this point I will assume you are sold on how great design can impact readership of your annual report but perhaps you are an overachiever. Here are a few trends happening that are a step up from the traditional annual report formats.

Digital formats that are designed for great online user experience
Whether it be an interactive pdf or a microsite, these reports are designed to be viewed on screen rather than print. They have been carefully planned based on how the reader is going to interact with the information, creating a seamless user experience.

Interactive elements such as animated charts and video
These added touches provide another layer in telling your organization’s story.

Effortless, web-like navigation
In some instances, companies choose to create a microsite for their report that includes elements that are downloadable or printable, providing both on- and off-screen experiences.

Analytics tracking
One of the perks of creating an online annual report is the ability to track what your user is interacting with. This can provide great insight into what your reader finds valuable and could help to provide direction for future initiatives.

Whether you choose to be innovative with some of these design trends or stick to a more traditional report layout, ensuring you have great design and thoughtful, considered content will help your organization shine and provide an exceptional resource for stakeholders and readers.

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Your Purpose Matters https://www.taiji.ca/news/your-purpose-matters/ Wed, 22 Jul 2020 20:58:14 +0000 https://www.taiji.ca/?post_type=news&p=2240 The post Your Purpose Matters appeared first on Taiji.

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Lean on your ‘Why’ in times of crisis

Something as significant as a global pandemic calls everything into question. Why does the work we do matter? How are we contributing to a better world? Does my role make a difference? It can be overwhelming. In order to persevere through difficult times, we need to strengthen our connections to each other and make contributions toward a better future. A strong company purpose helps us navigate uncharted waters by serving as a backbone of focus, stability, and strength. It may not alleviate the trauma of uncertainty but it does provide a constant and clear reason to keep moving forward.

Maybe you’re thinking purpose-driven leadership just applies to Tom’s Shoes, Ben and Jerry’s, and Burt’s Bees. But that isn’t true. Even before COVID-19 changed our reality, purpose was becoming essential for the long-term sustainability of any business: small or large; start-up or established; left or right on the political spectrum. Every business leader will be better for having a purpose beyond profit that they aspire to live up to in every decision and every action.

The conversation is shifting from “what’s in it for me?” to
“how can I contribute to the big picture?”

Purpose is good for business

Besides sleeping better at night, there are some practical business benefits to being a purpose-driven company:

  • Customer support and loyalty through thick and thin
  • Engaged employees who feel their work is meaningful
  • Leaders who are talent magnets for their business
  • A more resilient culture that can cope with change
  • A broader vision that promotes innovative thinking
  • A sense of shared direction even in uncertainty

And, if that is not enough,

  • Purposeful companies consistently outperform the market
Google is a good example of purpose in action.
Their stated purpose is to organize the world’s information
and make it universally accessible and useful.
In just 18 years, they have transformed life as we know it.
Here is what purpose-driven leaders do differently:

  • Their purpose is clear, meaningful, motivating, and differentiating
  • Purpose is a decision-making lens from the shop floor to the boardroom
  • They don’t let fear, security, or scarcity block their ability to stay focussed on their purpose
  • They operate honourably inside the company as well as in the community
  • They have policies and systems that empower employees to act on their purpose
  • They are prepared to take a stand on the societal issues they care about
  • Leadership acts bravely and communicates authentically
  • Everyone can speak about the purpose in a genuine and selfless way

Are you purpose-driven?

Does your organization have a stated purpose beyond profit? What is your place in the world and what human dilemma do you solve? Here are some questions to ask yourself:

  • How does what you do change your customer’s lives for the better?
  • Who are the beneficiaries of your brand, aside from customers?
  • How do you impact the lives of people in your community?
  • Is every employee committed to your purpose?
  • Can your customers see your purpose in action throughout your company?
  • Does your brand incorporate purpose in a compelling and authentic way?

In our experience, defining purpose begins as a branding initiative but quickly becomes an exercise in business transformation. You can’t just align yourself with the latest cause—your purpose has to come from within. You can’t just express your purpose in words and images—you need to actually transform yourself and your business to really live it. It is deep work that requires introspection, courage, and patience. But the payoff is a guiding star that focuses and motivates your organization as you change and grow toward the future.

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Reflect. Rethink. Reorient. https://www.taiji.ca/news/reflect-rethink-reorient/ Fri, 15 May 2020 18:35:59 +0000 https://www.taiji.ca/?post_type=news&p=2227 Because There is No Normal to Return To The dramatic disruption caused by COVID-19 calls for an equally dramatic rethink. Guaranteed, the stacks of research that will follow this global event won’t be kind to the leaders who did nothing. Leaders must act. And that includes all of us. Figuring out just how far and […]

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Because There is No Normal to Return To

The dramatic disruption caused by COVID-19 calls for an equally dramatic rethink. Guaranteed, the stacks of research that will follow this global event won’t be kind to the leaders who did nothing. Leaders must act. And that includes all of us. Figuring out just how far and how fast to act will be the test of our individual leadership. But, since there is no normal to return to, we should be emboldened to try new approaches. With vision and courage, things could even be better.

Since none of us can afford to stand still, here are some strategic opportunities you can explore with your team:

Seek out markets that are first to recover. Due to their efforts in containing the virus, take a second look at Australia, New Zealand, and yes, even China. Someone on your team should be poring over your customer segments and markets to forecast who will recover first.

Focus on your customers’ essentials. Times of stress induce a back-to-basics response where we focus on securing absolute necessities for the fewest possible dollars. It’s a great time to brainstorm new products and services that meet essential customer needs—the needs we know about and the ones just emerging.

Find competitive advantages in efficiency. Sure, you could simply cut costs by reducing your payroll. But, it’s far more strategic to focus on process efficiencies. This is a great opportunity to engage your people in identifying potential savings as well as new opportunities.

Figure out your next pivot. Yes, we’re all sick of that term. But it doesn’t change the fact that your strengths could apply elsewhere in the market. Try revisiting your core competencies to identify any adjacencies that might now become critical competitive advantages.

Invest in your people. We understand the desire to trim spending during tough times. But, learning and development are the best way to increase the value of your most valuable assets. Plus, access to accredited online training has never been easier or more affordable.

Track the government’s vision for the future. As the health crisis subsides, we’ll see a massive government investment in economic recovery—perhaps the largest since WW2. Time to read between the lines on where the spending will go and be ready for the resulting opportunities.

Take the fight to your competition. As uncertainty and panic distracts, it’s easy to ignore what your competitors are doing. But, it’s often the perfect time to swing big when competitors choose to bunt. Does someone on your team have an eye on the competition?

How about a few considerations for how we work together?

Send fewer back to the office. Quarantine has disproved old fears about working remotely as employees have been accountable and engaged, even amid a global pandemic. Is there a win-win to providing greater flexibility on how and where people work?

Close the digital skill gap. Self-isolation exposed a digital divide within our culture and our companies. Some worked effectively while others struggled or got left out. In the workplace, we all need to speak the language of Zoom, Slack, Basecamp and whatever else comes along.
We should also pay attention to how your customers and clients are adapting to all of this.

Embrace the humanity. Right now, we’re cool with cats, dogs and kids showing up in the background of our status meetings. It’s made us all feel somehow more connected. But, why should that totally change when we return to business as somewhat usual?

A global pandemic on this scale can change our world in dramatic ways, for better or worse. It already has. And no one knows exactly what is yet to come. The best we can do is lead with agility and conviction, grounded in realistic positivity, so when we can’t control the outcome, we can still control our response to it.

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Keeping Your Brand Healthy https://www.taiji.ca/news/keeping-your-brand-healthy/ Wed, 01 Apr 2020 20:00:58 +0000 https://www.taiji.ca/?post_type=news&p=2080 How to navigate brand decisions during Covid-19 The ongoing COVID-19 pandemic is shaking the foundations of the global economy and causing nearly everyone—owners, managers, staff, and customers—to reassess how business is done. In just a few weeks we’ve seen some markets soar (groceries, food delivery, health, streaming entertainment), while others have been forced to lay […]

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How to navigate brand decisions during Covid-19

The ongoing COVID-19 pandemic is shaking the foundations of the global economy and causing nearly everyone—owners, managers, staff, and customers—to reassess how business is done. In just a few weeks we’ve seen some markets soar (groceries, food delivery, health, streaming entertainment), while others have been forced to lay off their entire workforces (restaurants, bars, movie theatres, the list goes on). The awkward reality is, the pandemic may be an opportunity for your business; if so, you need to be very careful about how you market your brand during this emergency.

Right now, inboxes are overflowing with heartfelt, personal emails talking about how the CEO for Brand X is responding to the COVID-19 crisis. At this point, no one needs to know about how you’re making the health and safety of customers and employees a priority. That is expected and in many cases mandated by law. Marketing messages that serve only to signal your brand’s virtue without doing anything meaningful for your customer can actually hurt your relationship and your brand. Savvy consumers know when they’re being sold to.

These are tough times for everyone, Taiji included, and they are only going to get tougher in the coming weeks. But we have to be careful about how we try to keep our customers buying. Capitalizing on an opportunity during a critical time can come across as greed or even desperation, which will hurt your brand long after the virus is gone. So here are just a few tips to keep your email blasts in tip top shape and your brand as healthy as possible during the pandemic.

If you don’t have anything nice to say…

People are being urged and even legislated to stay isolated at home, leaving only to access essential services. So if you’re not essential, should you really be encouraging people to come to your place of business? Almost certainly not. Do you have information to communicate to your customers that will help them at this time? If not, have you considered not saying anything at all? If you’re concerned that weighing in during the pandemic could hurt your brand image, you don’t have to send anything out. Instead, devote your time to determining what you’re going to say when all of this is over and you may find that your customers were happy to find you absent from their overfilled inboxes.

If you don’t know, ask

If you feel that you absolutely do need to say something, it never hurts to ask what people need. Ask how your business can provide a product or service that will ease the burden, calm anxieties, and make life easier. Social media is a great place to do this since you’ll likely get feedback right away. You may find out that you have more to offer than you thought. In January, few would have guessed that artisan spirit distillers across the country would have a major part to play in a health crisis, but that was before every store ran out of hand sanitizer.

Once you’ve determined what you can do to help, go ahead and tell people, because now instead of selling, you’re helping.

If you build it, you better deliver

If you’ve figured out that there is demand for your business, you need to take a hard look at how to responsibly deliver your product or service. If it can’t be done, you’re going to have to self-isolate like everyone else because this is the one case where you absolutely do not want your business to go viral.

Perhaps this is the time that you figure out how to physically deliver a product that wasn’t delivered before, without touching your customers or their front doors of course. Maybe now you can see a way to distribute purely online, which will only help you in the future. However you enable your customers to continue to purchase from you, it’s going to be good news for the millions of cabin-feverish ennui sufferers stuck at home. So get out there and spread the word!

As always, your success is our priority and we want to help.  This is uncharted territory for all of us. But, if you need help navigating brand and marketing decisions, we are a phone call away.

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Selling the Brand Inside https://www.taiji.ca/news/selling-the-brand-inside/ Thu, 09 Jan 2020 16:04:08 +0000 https://www..taiji.ca/?post_type=news&p=576 The post Selling the Brand Inside appeared first on Taiji.

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Why branding is a two-way street

When leaders focus branding efforts on external customers and ignore their employees, they risk creating a brand that says one thing and behaves like another.

The first people who should understand and believe in the brand are your own people. Without that strong connection, employees can work at cross-purposes with or even undermine your brand. No amount of external marketing can make up for a bad customer experience delivered by a disengaged employee. But, when everyone inside understands, cares about, and believes in the brand, it’s palpable on the outside. There is nothing more magnetic than employees who are unified and inspired by a common sense of purpose and identity. This is why our process at Taiji Brand Group emphasizes employee involvement and builds the brand from the inside out.

Four keys to maximizing your investment in branding from the inside out:

1. Include people in the process. People love and support what they had a hand in creating. No, not everyone wants to give input. Yes, being inclusive can slow things down. But there are many efficient ways to allow for participation in the process, from storyboarding and workshops to interviews and surveys.

2. Connect through storytelling. Well-crafted stories are the most powerful tools that leaders have to influence, teach, and inspire their people. Stories convey the culture, history, and values that bring people together. Storytelling can also be used to demonstrate various ways employees are bringing the brand to life.

3. Be consistent in your message. In branding, alignment is everything. Employees and customers need to hear the same messages. That seems basic but it’s surprising how many times people hear one message from leadership but see something different going out to the public. It’s confusing and calls company integrity into question.

4. Take your promise seriously. If you want your brand to stand for something important, the promise behind it has to be more than words on a page. It should be a decision-making filter at every level of the organization. Everyone is responsible for delivering the promise every time. If the customer experience doesn’t match the brand promise, the value of your brand is weakened.

When you are ready to launch the brand, always start with your internal audiences. If you are tempted to do it by memo—think again! To be effective, your internal launch should be as creative and exciting as the campaign you deliver to your external audience. Ideally, the brand is officially launched by your senior team—in a personal presentation or a fireside chat where discussion and feedback are possible. If you want on-brand behavior in your people to become instinctive, it has to start with the leaders.

Branding from the inside out is a big commitment. Times are challenging for business and there is constant pressure to squeeze and streamline. But if your employees don’t care about your company, your customers won’t either.

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Representation Matters https://www.taiji.ca/news/representation-matters/ Wed, 08 Jan 2020 19:06:58 +0000 https://www.taiji.ca/?post_type=news&p=321 The post Representation Matters appeared first on Taiji.

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Reflecting reality in stock imagery

The images that surround us in popular media shape our identity and inform our potential. But what happens when these images are limited or stereotypical? Or worse, what if whole groups of people simply don’t show up? So much of what we are exposed to does not reflect real people in the real world.

Many of these images come from the world of stock photography. Stock refers to professionally shot images of common people, places, and activities that are purchased for use in all kinds of commercial, editorial, entertainment, and artistic projects. Typically, stock is used by designers, ad agencies, and communications professionals when there isn’t time or budget for custom photography. Stock shows up in everything from books, brochures, and billboards to social media, websites , and movies. It’s a global industry with a lot of power to shape how we see our world. And, I’m sorry to say, that it has done a very poor job of fostering inclusion.

Real people—especially Canadians—come in every size, shape, colour, gender, orientation, and diversability. There are over 150 languages spoken in Canada (one of the things that make us so great). But, in the world of stock, business leaders are most often white males, families consist of man plus woman plus 2.5 children, First Nations people wear feather headdresses, coders are young guys, and the list goes on.

What are the consequences of seeing narrow definitions of idealized people in popular culture? What messages are we sending to people who don’t even show up? What kind of role models are we providing to young people? To quote Marian Wright Edelman, “you can’t be what you can’t see.”

The lack of representation in stock photography has been a burning issue for us at Taiji for some time now. It’s inaccurate. It’s unfair. And, ultimately, it’s demoralizing for whole groups of people—me included. We think it’s about time we did something about it. And we are.

We see a huge need (and opportunity) to develop a beautiful collection of authentic and inspiring Nik West images that fight stereotypes and invisibility by capturing real people doing real things. We’re calling it TrueStock. It’s a work in progress but stay tuned!

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Social Media for Business https://www.taiji.ca/news/social-media-for-business/ Tue, 07 Jan 2020 21:41:34 +0000 https://www.taiji.ca/?post_type=news&p=236 Capacity is king There are plenty of factors that need to be accounted for before spooling up a social media program: number of platforms, target audiences, engagement stats, etc. But no question is more important than What do you have the capacity to do? Because with social media, capacity is king. Do what you can […]

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Capacity is king

There are plenty of factors that need to be accounted for before spooling up a social media program: number of platforms, target audiences, engagement stats, etc. But no question is more important than What do you have the capacity to do? Because with social media, capacity is king. Do what you can do, not what you should do, and do it well so that it works for your business, your audience, and your staff. That’s the foundation of a successful social media strategy for business.

Do what you can do

So often we meet a business that has one part-time employee managing four or more platforms. The employee is stretched so thin that there isn’t time to generate quality content tailored to each platform and audience, never mind engaging with fans and followers. The result is that the business fails to see an impact from social media efforts, the audience experience ranges from inconsistent to borderline negligent, and the social media manager is stressed, overworked, and snowed under by an avalanche of @ replies.

It may seem like stating the obvious but considering how often it happens, it’s worth saying again: if your employee can only spend ten hours per week on social media, be sure that your social media strategy will only take ten hours to execute. Instead of taking a scattershot approach to every platform out there, focus your efforts on creating memorable, engaging content and posting it in one or two places where your audiences are the most engaged.

Do it well so that it works

Content is king! It’s a common refrain in social media management discussions recently. But the truth is, it’s quality content that’s king. You can’t get away with flooding feeds with mediocrity anymore. Thanks to the algorithms that choose what everyone sees, you’ll lose fans faster than you can make them, if they see your content at all. In order to see results, your content must provide value to users and stand out in the feed.

Great content takes time and money. Large companies like Lululemon have whole departments devoted to social media. They have huge budgets and the ability to pump out great content. How can smaller businesses do the same without breaking the bank?

If you only have a small social media budget, the key is making your investment last. Don’t have enough professional photos, videos, or blog content to post every day? Post every two or three days; there’s no rule that says it has to be every day. Don’t have enough capacity or content to post on five platforms? Select one or two platforms with user bases that make sense for your business and post your highest quality content. Don’t be afraid to adjust your strategy so that what you post is valuable and worth the investment—a strategy that fits the capacity of your team and appeals to your loyal fans.

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