While the popularity of social media isn’t exactly secret, the profound impact these networks have on marketing, business and every day life may surprise you. According to Brand Watch, there are 2.3 billion social media users worldwide rising by 176 from the previous year. The average user holds roughly 5 separate social accounts, with 91% of businesses maintaining at least two and new profiles created every 12 seconds. What do these numbers mean? HUGE marketing opportunities!
While we recommend our clients use social media as part of a larger, more well-rounded strategy, there are certainly ways to ramp up campaigns in the new year. Here is a roundup of District Maven’s best tips to keep in mind for 2017 and beyond.
- DIVERSIFY SOCIAL CONTENT
- POST IN REAL-TIME WHENEVER POSSIBLE
- UTILIZE USER-GENERATED CONTENT
- JOIN THE CONVERSATION & PAY ATTENTION
- MIND METRICS THAT MATTER
Brand Watch reports that 78% of people watch online videos every week (55 million per day) with Facebook videos receiving 8 million daily views alone. Consumers are now consistently using content from clips across social media channels as a basis for establishing trust and experience with a brand, ultimately leading to quicker purchase decisions.
Even one minute of video can go a long way — especially when broken up into several smaller clips, ideal for fast sharing over a period of time.
Making it a point to update Facebook Live and SnapChat or Instagram Stories feeds can ensure a business stays on top of the latest word in their industry, while also demonstrating trust and expertise at the same time. Companies that give followers an up-close, insider look at the day-to-day workings of their brand — this level of transparency can go a long way in creating a voice and enticing user interest to the point of a purchase decision.
Leveraging the good will not only outweigh the bad, but also provide a valuable arsenal of user-generated content that companies can use on its social media profiles. Reposting customer content creates a connection between that person and the business, while also demonstrating that the business cares about its brand management online.
This means that it is time for businesses to join the conversation, and listen up too. Engaging users in conversation about your brand will reinforce your commitment to the customer experience, working to create a dialogue and demonstrate expertise while dispelling any incorrect information. It is simply one of the easiest ways to revamp your brand’s overall reach while fine-tuning internal processes as well.
Profile views and comments are fantastic and all, but it in no way means that user actually became a paying customer. To truly measure the success of a social media strategy, pay attention metrics that show ROI-inducing behaviors such as prompted phone calls, emails and requests through direct messaging. These numbers are more representative of leads and sales attributed to digital campaigns than “likes” alone.