Preparing Your Social Media Strategy for Web3 and the Metaverse
Brian Honigman
Social Media & Content Marketing Consultant ? LinkedIn Learning Instructor: 800K+ Trained ? Career Coach for Marketers & Leaders
Technology continues to evolve the way marketing works. The future state of social media is unknown but it will change as part of Web3. It's time for early adopters and brand marketers to experiment with Web3 experiences and see what opportunities are available today.
We're slowly moving towards Web3, but for now, it’s easy to get lost in the hype. In this edition of Social Media Marketing Trends, we’ll explore some early strategies and tactics you can test to enter the space and give your team room to learn along the way.?
Cultivating shared social experiences in the metaverse
In his science-fiction novel Snow Crash , Neal Stephenson coined the term metaverse as a virtual world where people can connect in real time in 3D. Video games such as Fortnite, Roblox, and Animal Crossing are early examples of people interacting virtually via their own avatars. Brands can create assets and experiences that engage users on these platforms like producing clothing and accessories people can use to make their avatars stand out.
Rabindra Ratan , a metaverse consultant and an associate professor at the Department of Media and Information at Michigan State University, believes that the transferability of a person's experiences and reputation across websites is the most significant benefit of the metaverse for consumers.
“Metaverse is finally becoming technologically possible. Combined with blockchain and NFTs, I can take my avatar across different worlds—from Fortnite world to Minecraft world to Zoom, my workplace world.” - Rabindra Ratan.
This shareability of experiences will apply to marketing, where building intellectual property or campaigns on one platform opens up the possibility of reaching users on multiple destinations.
Listen to the full lesson here: Cultivating shared social experiences in the metaverse
Producing NFTs for your audience
NFTs are already having a moment with mainstream brands launching their own to see how their customers react. With their wide utility, NFTs can be used for various marketing goals:
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Identify assets valuable to you and your audience as the focus of your own NFT collection. These assets should relate to your brand image, and most importantly, must be of interest to your customers. Design your NFTs to stand out on social media as your audience may flaunt their exclusive ownership, generating brand awareness for you in the process.
Listen to the full lesson here: Producing NFTs for your audience
Adapting your social strategy for Web3
An evolving social strategy explores the principles people are starting to prioritize as part of Web3 like decentralization, individual ownership, and uplifting creators.
Try decentralized social networks such as Steemit and Mastodon to observe the types of conversations there and see how these channels are used compared to incumbent platforms. It’s important to note that decentralized networks often come with moderation challenges.
Issuing NFTs is one way for brands to enable individual ownership. These NFTs give your fans a stake in your brand. Providing tangible benefits with these tokens is the key to standing out. For example, Norwegian cruise lines’ NFT collection came with a chance to stay in premier hotel rooms on their new ships.
Creators will help you in your Web3 journey as they're likely to lead the way when it comes to driving community in the metaverse and developing creative assets worth sharing. You should return the favor by supporting them with fair compensation and multiple options for monetization. Brands that treat creators as partners will always stay ahead of the curve in the Web3 space.
Listen to the full lesson here: How to develop a social strategy for Web3
This is a highlight reel of my LinkedIn Learning course on?Social Media Marketing Trends ,?which has been taken by over 100,000+ students.