Social Media Essentials for 2018

 In Insights, Tips and Tricks

Over the past decade, the presence of social media in our lives has been on the rise. What started off as a way for college students to socialize has now grown into a very powerful marketing platform, available to organizations of all sizes and types. Here are some quick tips for your organization on how to adopt, embrace, and make the most of this ever-changing social media landscape.

  1. Be Flashy: Graphics and Visuals
    Social media is an almost entirely visual experience. To leverage the power of visual marketing, businesses must show rather than tell. Using pictures, images, infographics, videos, graphics, slideshows and animations in your social media posts will ensure you are catching the eyes of users and engaging them more effectively.
  2. Sharing is caring: Fan Interaction
    When social media first came on the scene, interaction was between users. When businesses entered the world of social media, it opened a whole new world where consumers were given a direct line of communication to their favorite brands – and organizations were able to market directly to consumers through exponentially growing new platforms. However this creates a new responsibility for organizations; they must manage the feedback and interactions from social media followers on a daily basis. Whether that is responding to a negative review, a customer service issue, a quality control complaint, or an internet troll simply looking to meddle, a business must have a communication strategy and plan for how to respond to these types of interactions.
  3. Across the Ages: Social Media Demographics
    You’ve just received a Facebook friend request from…. Grandma? According to a recent Pew Research Center report, about 62% of online adults ages 65 and older now use Facebook, a 14-point increase from the 48% who reported doing so in 2015. What this means for your social strategy is that you need to think about tailoring content and messaging to your different audiences. The approach to marketing your  product or brand on Facebook to a 20-something should look very different from your strategy for marketing to the the 55+ crowd. Among the other social platforms including Twitter, LinkedIn, Instagram and Twitter, the highest concentration of users is still in the 18-29 year-old range.
  4. Follow the Trends: Analytics & Results Tracking
    Monitoring your social media analytics can make the difference between the success or failure of your social media presence. Some key stats to analyze include:
    • Reach and Impressions: how many users are viewing your content, and how many times the content is viewed.
    • Engagement: how much engagement (e.g. likes, shares, comments) your content is generating from users.
    • Traffic: how much traffic is being generated back to your website (and if that traffic is generating leads).
    • Content effectiveness: what type of content is generating the best results (measured by looking at reach, engagement, traffic, etc.).
    • Audience size: how many users follow you and view your content.

The tools for analyzing and tracking your social media accounts continue to improve and become more user-friendly, so it’s easier than ever to track results.

As social media continues to evolve, it’s important to stay on or ahead of the curve to maximize results for your organization. Contact us to learn how we can help your organization leverage social media effectively.