Social Media has come of age – ignore it at your peril.
The importance of social media in our daily lives continues to grow, and as a result, social media teams are finally receiving the acknowledgment they deserve. Hurrah!
As pioneers in the industry, they have ushered in a new phase of brand relevance, and users are actively seeking out branded content. As a result, management is waking up to the significant business potential of social media and is relying on its teams to harness its power.
While we navigate this unfamiliar terrain, it’s crucial to remember that navigating such ambiguity can pave the way for remarkable brand growth and leadership opportunities.
A recent survey of consumers and marketers in the US and UK, the Sprout Social Index, shows how things are evolving and highlights some interesting areas to focus on and ways to bridge existing gaps.
It’s time to offer Social Media a seat at the top table.
Here are some of it’s findings:
In today’s mixed-up world, brands are using social media to share all kinds of things, helping customers navigate their shopping experiences.
People really love content that shows what a brand’s all about, making them feel closer to them.
As more people hit the “follow” button, those ads and promotions start to work their magic again. And guess what? Social Media is now a hub where marketers can promote their products or services.
What consumers don’t see enough of from brands on social
- Authentic, non-promotional content
- Transparency about business practices and values
- Information about how products are made and sourced
- Educational Content related to the brand’s industry
- User-generated content and client testimonials
Leave a Lasting Impression
Consumers generally agree on the hallmarks of a memorable brand, regardless of their generation. While in the past, brands were expected to voice their stance on challenging issues, currently, only a quarter of consumers feel that brands need to publicly align with specific causes for memorability.
So what’s shaking up the brand scene lately? It’s not just about making bold claims anymore – it’s all about great service! For brands aiming to be the talk of the town, it’s all about engaging with their audience.
For younger audiences, meaningful interactions surpass the importance of content frequency and staying trendy so start that dialogue.
Strong connections with customers are of utmost importance for brands.
Remember, one awesome chat or post with your brand can get the whole online world talking, not just one person. Previously, rapid customer service was the gold standard, but now consumers expect high-quality, personalised social media interactions.
Caring for Customers
76% of consumers prefer brands that are quick to help and love providing personalised services across the board? Quick issue resolution is no longer sufficient. Integrated technology is essential to provide teams with the context to address customer needs effectively.
AI is totally shaking up how social media pros do their thing
We’ve barely scratched the surface of what it can do. Over 80% of our marketing buddies are giving AI a big thumbs up, saying it increases their creativity (78%) and makes their jobs smoother (73%).
AI isn’t just about making snazzy headlines. It’s taking on the heavy lifting like data crunching and reporting, so marketers can dive into what they love most – creating awesome content.
What’s more, even though just 20% see AI’s genius in getting what consumers want, it’s a strength is in sifting through loads of data. Looking ahead, AI’s going to be the game-changer in digging out fresh insights about our audience, making our content even more on point!
Social Media has grown up and is now the adult in the room.
The influence of social media has grown significantly, now impacting almost all facets of a business. Currently, 76% of social media marketers note that their insights guide other divisions, while 65% claim that feedback from these divisions shapes their social strategies. However, even with this flow of knowledge, about 43% of social teams believe they are isolated from other areas of the business. This feeling is particularly pronounced in mid-sized and large-scale businesses compared to smaller enterprises.
Social Media Metrics – which ones are the most valuable?
In the world of social media, the main goal is often likes and retweets and although senior management are often focused purely on engagement it is reach and the volume of traffic generated that should carry more kudos when reports are shared.
From the point of view of the social media team agreement needs to be made around which metrics will enable goals to be achieved and then measured accordingly, it’s no good driving immense traffic to the website if the user journey, once there, is poor.
Great Social Media doesn’t always equal great sales but it does draw in customers, it shares company values, and fosters loyalty. Then it starts the conversation.
It is becoming more and more important not just within the marketing function of an organisation but can also feed into the strategy and direction of the business.
It now plays a key part in the sales process, so don’t confine it to a corner or think of it as a necessary evil, embrace it for what it is and help it drive sales and engagement with your desired audience.