7 Tips from Digital Marketers: How to Adapt to Changing Social Media Behavior Post-GDPR

In part one of this post, we shared 7 predictions from digital marketing experts on how GDPR will affect the way your consumers behave on social media. Now let’s talk solutions: we asked the best and the brightest for their tips on how marketers can adapt their strategies to be more effective in (and compliant) in a post-GDPR social world.

Before we get started, here are a few resources for you to roll up your sleeves and dive into:

Tip #1: Quality over quantity

 

“GDPR creates an opportunity for companies to focus on the quality of their interactions with consumers rather than quantity of their blasts to potential consumers. It’s an opportunity for companies to examine their privacy policies, security practices, and to communicate that respect to their audience along with quality content.”

                                    — Ruth Carter, Marketing Lawyer & Author of “The Legal Side of Blogging” @rbcarter

 

GDPR creates an opportunity for companies to focus on the quality of their interactions with consumers rather than quantity of their blasts to potential consumers. - @rbcarter Click To Tweet

Action: Tone down the email blasts and focus on highly-targeted, valuable content, such as how-to guides that speak directly to your consumers’ pain points.

Tip #2: Get on your consumer’s level

 

“I think it’s key for brands to align themselves with the consumer on this issue. Be a champion of privacy for the sake of your customers. The top of the sales funnel may be smaller, but the middle and bottom will still be composed of people who want to communicate with you.”

— Susan Moeller, Sr. Marketing Manager, Buzzsumo @SusanCMoeller

It's key for brands to align themselves with the consumer on GDPR issues. Be a champion of privacy for the sake of your customers. - @susancmoeller Click To Tweet

Action: Don’t be afraid to reach out directly to your consumers via social media and ask how they feel about your brand and if there’s anything you could be doing better regarding privacy and transparency.

Tip #3: Work hard to build trust

 

“Brands will need to work harder to build stronger relationships with their customers that are built on trust. This means understanding and being mindful of the customer experience at every step of their journey with you.”

— Kirk Crenshaw, CMO, Traackr @kirkcren

 

Brands will need to work harder to build stronger relationships with their customers that are built on trust. - @kirkcren Click To Tweet

Action: Put yourself in your consumer’s shoes and look at your brand through their eyes. Ask yourself “Would I trust this brand enough to buy from them? Why or why not?” and adjust accordingly.

Tip #4: Revisit your processes

 

“A brand wants to build trust with the consumer, so being transparent about their processes and how they deal with personal data is important.  GDPR gives brands an opportunity to improve their security, tighten up their processes and make sure that they only have the data that is required and approved.”

— Ian Cleary, Founder of RazorSocial @iancleary

GDPR gives brands an opportunity to improve their security, tighten up their processes and make sure that they only have the data that is required and approved. - @iancleary Click To Tweet

Action: Complete a full audit of your current process for collecting consumer data and find areas to improve security and make sure that you’re being GDPR-compliant in every aspect of that process.

Tip #5: Don’t be tricky

 

“Test new ways to create interconnected content off-ramps to lead prospects further into your funnel without tricking readers into sharing personal information. Instead, offer tailored experiences that aren’t data-driven.”

— Heidi Cohen, Marketer, speaker, and professor @heidicohen

 

Test new ways to create interconnected content off-ramps to lead prospects further into your funnel without tricking readers into sharing personal information. - @heidicohen Click To Tweet

Action: Create tailored landing pages to communicate the value of your content to a targeted audience, and a try out a welcome email series to send to potential leads that feels more conversational and less pushy.

Tip #6: Above all else, be transparent

 

“I think the whole basis of GDPR is transparency and I think those brands that are open and up front about the way they work and the things they do already have a head start. If transparency and authenticity is in your brand DNA then GDPR will pose no problems to you at all.”

— Tony Dowling, Founder of Novo Consultancy @MrTonyDowling

If transparency and authenticity is in your brand DNA then GDPR will pose no problems to you at all. - @MrTonyDowling Click To Tweet

Action: Communicate authentically with your consumers, admit when you’re wrong, and tell them how you plan to improve. And don’t forget to take a stand on important issues and communicate your stance on social.

Tip #7: Go back to basics

 

“Go back to basics and get creative. Determine effective sampling strategies, use primary research and data collection methods, and don’t forget that social media can still be used to augment these efforts! Just because someone doesn’t share their data, doesn’t mean they won’t respond to a Twitter poll!”

  — Ai Addyson-Zhang, Ph.D, Digital Learning Evangelist @aiaddysonzhang

 

Determine effective sampling strategies, use primary research and data collection methods, and don’t forget that social media can still be used to augment these efforts! - @aiaddysonzhang Click To Tweet

Action: Find ways to optimize the “old” way of doing things. Try doing focus groups, in-depth interviews, and surveys on social media to garner more authentic engagements.

We hope you found these tips helpful! Got a tip of your own for digital marketers post-GDPR? Connect with us on social!