Five Ways Social Media Fuels Bottom Line Growth

Sprout Social’s 2020 social media index report offers new insights about how brands and consumers are interacting (or not) on social platforms.

This is a great “to do” list for every social strategy.

• Social Media Fuels Bottom Line Growth

  
  9 in 10 consumers say they stick with brands they follow on social media; 8 in 10 will choose that brand over a competitor so long as they are paying attention and showing interest in the audience. See below.

• Brands Aren’t Using Data To Its Fullest Potential

  
  Our key to success: knowing the audience.
  
  This starts with studying audience signals to better understand what types of content attract attention and creates meaningful engagement. The data offered by all social platforms 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.

The less interest we show in the audience – the less their interest grows for us.

• 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 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.

If we continue to not put more care into content and value every interaction, we’re giving the audience permission to find and form loyalties elsewhere.

Let us know how we can help: lori@lorilewismedia.com.

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