You seem to be gambled by the topic itself, confused??
Well it does seem so, but it is the question which should bang the mind of every social media executive at some point in their career.
Is creative the answer to the truck load of queries that plague the pages of social media executives or is analysis, the ultimate crackdown on the queries?
Like you, even I have been bombarded with this thought and have come to a solution for the same, but let’s not just directly jump to the conclusion, let me take you through some important points that will make you decide yourself.
Let us first understand, how exactly does being creative or analytical help.
Creative – The advantage of being creative is that it brings out the expressive side of you in your brand ( 😛 )
Analytical – The word comes with a very deep meaning to it and it supports all your creative inputs (This isn’t math, so don’t rack up your brain)
Creative – Personally, having seen the brands over these years emotions are the best possible way to attract your audience, as it stays with them long after they have seen or interacted with the update or campaign (Mere paas Facebook hai, Twitter hai, Pinterest hai, Instagram hai, tere paas kya hai, mere paas Internet connection hai!)
Analytical – Analyzing your social media strategy to check if you have targeted the perfect emotions to your audience with your content (Let me track if my spinoff on Deewaar worked or not)
Creative – The best example of an amazingly creative page can be of Zomato, as they have covered each single update/campaign with such panache (Ristorante [sic] ki information ke sath updates bhi bahut acha banate hai miyan!)
Analytical – The best example of a page where it seems that analysis forms the base is Scoop Whoop, as their every article is well researched and detailed out (Ayye hai hamara desi 9gag!!)
Creative – One should just start creative brainstorming after having run out of ideas, as you can’t just determine the exact time allotment for it (Ayee twitterati!, chhote chhote updates mei aisa zyada zyada time jaata rehta hai)
Analytical – One should be allotting not less than an 2 hours in a week for the same, as a weekly analysis can be very healthy for any brand (Samay se apne lagne wale samay ka anumaan lagana is very important)
Now that you have understood how important it is to be creative and analytical at the same time, let’s take a look at some scenarios where how harmful it can be if you just possess one of these skills!!
A new client comes in and the mind starts buzzing, baby I am going to nurture you till the last breath of my life (Oh yes, if you don’t consider your account a baby, then boy you’re far away from being a successful social media executive and YES I mean it!!!)
As the baby comes in, you need to feed it regularly with different kind of posts which accentuates the growth of your baby. Also the baby needs to look attractive and you need to do the needful by rightfully decorating it with the perfect cover picture because that speaks volumes about your page.
Now, imagine a scenario where the client tells you that this food has become stale and we need some better cuisine to amp it up. The creative executive will just change the strategy, add more ingredients, decorate it like a festival bee and much more. But what if the changed strategy doesn’t work?, change it again and the process just goes on till it is not getting right. You have changed the strategy a thousand times (PS – Just an exaggeration), still it’s failing and that’s when you get fired up, the baby becomes anorexic i.e. even increase in the number of posts doesn’t work, your campaigns fail, client mails turn red and you turn blue with all the cold shouldering around. The creative mind doesn’t fail, but it just goes for a vacation and is looking for a reinforcement.
Now, let’s just cut this scenario here and imagine an analytical mind in the same situation.
The baby has grown up a little and the client tells this is getting monotonous, just change the content strategy and take it to another level. The analytical mind lits up and starts analyzing his/her pages and comes across a lot of things, which he can change or the things which have gone horribly wrong. Now, the analysis is done and over, a healthy list of checkpoints has been made, which needs to be put in place to improve the health of the baby, oh wait and the mind stops because you can’t think creatively, and all the analysis goes to the bin. Suddenly you feel like KRK (Kamaal Rashid Khan – the guy who gets his grocery from the abandoned parts of the world), yes KRK because in spite of all the money and the so called hilarious tweets, the fame seems to banish you.
The above scenarios clearly explain that just a creative or an analytical mind can’t be all that successful in this digital world. Now imagine a creatively analytical person in this scene. The mind lits up, nerves start firing and your hand itches to get to the keyboard to type and show the world the power of a mind that can think and act creatively as well as analytically. This kind of executive will first do the analysis, make a healthy list of checkpoints and then rack up his/her creative mind to think of exciting strategies that brings all those analysis on the table and at the end of it, on the web. See the change now, the client sends out appreciation mails, you feel to be a part of your agency, your company applauds your creative sense. The small little world around you changes.
Although, this topic is still debatable, yes still!!!
So I would highly appreciate your views on the same which can get us all to a conclusion which states whether a social media executive needs to be creative, analytical or creatively analytical?