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Forsaking Social Media Will Take A Subtle Toll On Strength And Bottom Line
September 8, 2020
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A couple of recent reports shed light on the increased importance of social media to the long term health of a brand.
It starts with The Center for Marketing Research, University of Massachusetts, Dartmouth, finding while the fastest-growing companies in America credit social media as an essential asset for business success, only 43% say they have some sort of social media plan in place.
Meaning 6 in 10 companies are winging it - winging building on awareness, winging generating sales, winging the creation of cool and meaningful relationships with consumers.
And they all admit nothing good comes from winging it.
Why this matters:
Look at the next report (and opportunity) from Global Web Index.
The use of social media hasn’t only surged since March - the start of social distancing and stay at home - people also see social media a bit different since the pandemic, noting social has proved instrumental in connecting us during crisis.
The very platforms many were “detoxing” from turned out to be beneficial in combating loneliness.
The Therapeutic Side of Social Media
What would have seemed unlikely this time last year - 6 in 10 “digital detoxers” now say (more than the average internet user) social media has helped them feel less lonely or anxious during this time.
Global Web Index found one reason for this is people feeling more comfortable being themselves on these channels amid the outbreak.
Unpolished is the new polished!
“42% of internet users who use public platforms agree there’s been less pressure to portray an unrealistic image of their life on social media.”
You have the opportunity to change peoples’ lives in a more meaningful way to help bolster this developing positive use of social media. One example is Jansport’s #LightenTheLoad campaign, showing how marketing can contribute for the better.
When an actual plan is in place – we can do this!
- Expand Interaction – Connect fans to each other while amplifying audience acquisition, engagement and retention.
- Reach The Unreachable – Deploy tactics to pull in passive users; give them something to feel a part of.
- Increased Advocacy – Convert fan loyalty into action for more listening & use of our other (and/or client) products/services.
- Develop Revenue Stream – Learn how to shape paid Social Media standards, best tactics for ad creative, etc…
Nothing good comes from winging it.
Let me know how I can help. -Lori
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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