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Five Ways Social Media Is A Powerful Awareness Play
July 14, 2020
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Since 2013, Sprout Social has been compiling a social media index report. Their 2020 report just released offers new insights about how brands and consumers are interacting (or not) on social platforms.
Social Media Fuels Bottom Line Growth
9 in 10 consumers say they stick with brands they follow on social media and 8 in 10 will choose that brand over a competitor.
*But only when we’re paying attention and showing interest in the audience.
See below.Brands Aren’t Using Data To Its Fullest Potential
Your key to success: knowing the audience.
Taking time to study audience signals helps to understand what types of content holds their attention and creates meaningful engagement.
Translation: The comment section should be useful for the audience and offer actionable understanding of the audience for the brand.Social data enables us to develop content that resonates, and drive audience behavior off social and onto other touchpoints.
Acknowledgement Remains A Differentiator
Showing interest in the audience is one of the most powerful tactics to deploy in the social space, and weirdly it’s one sorely overlooked.
61% of consumers say the best brands in the social space know how to engage the audience.
In fact half of consumers say they unfollow brands because of poor interaction.
When folks comment, talk about us or reach out, they expect a response in a timely manner. Failure to respond can negatively impact people’s perception of your brand.
Highly Visual Content Counts
As for which types of content consumers want to engage with, 68% prefer to interact with images; 50% said they like to interact with video content.
Leave The Competition In The Dust
Consumers want creative, memorable, impactful, entertaining or unique content from us.
Comb through your content and be critical – does each post fall through one of those buckets?
It’s never too late to pivot and do better.Why this matters:
Given the fickle nature of radio audience measurement, we should want to focus on content that resonates (getting shared or saved), generates (comments & reactions), piques interest (clicks, subscriptions, downloads, etc…), and fully involves the fans; calling everyone by their name.
We should put more care into content and value every interaction because each person in the social space could be the difference in us being the leader or follower.
Let me know how I can help. –Lori
lori@lorilewismedia.comReach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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