As of now, 61.4% of the global population uses social media. When considering platform penetration among eligible audiences, the figures are even more striking: 93.5% of the 5.3 billion global internet users and 88.4% of the 5.6 billion mobile phone users are active on social media.
However, recent research from audience insights company GWI, reported in June 2024, shows a global decline in average daily social media use—a trend that has only been observed once in the past decade. This shift suggests that people are increasingly seeking lifestyles that rely less on the internet for social interactions. So, can social media still be an effective marketing tool? Absolutely! The key today is leveraging it correctly to achieve its original purpose: building relationships.
The Evolution of Social Media:
Social media platforms have continuously evolved as they compete for market share and refine their unique identities. Some have even undergone significant rebranding. To determine which platforms align with your business goals, start with the basics:
Understand Your Audience:
To effectively use social media, first, understand your audience:
- Who is your ideal client?
- What is your demographic?
- Where is your target audience located geographically?
- What are your audience’s online behaviors?
Review your own data to see where your consumers spend their time:
- Which site pages do they visit most?
- What email content engages them?
- Which blogs receive the most comments and shares?
- What social media posts generate the most engagement?
Key Social Media Metrics to Review:
- Know Me – Sharing and collecting knowledge:
- Achieved by sharing valuable content, which helps you build a broad network and increase your visibility.
- Like Me – Sharing and collecting people:
- Attained through meaningful engagement and conversations, fostering trust and connection.
- Follow Me – Sharing and collecting opportunities:
- This used to be the ultimate goal—getting people to follow your Group or subscribe to your Blog, indicating a deeper interest and potential advocacy.
- Engage Me – Sharing and collecting relationships:
- This is the key to modern social media success. Genuine engagement with your followers builds deeper relationships and aligns with their interests and values.
- This requires authenticity—engaging in dialogue rather than delivering monologues. It’s a cultural shift that many still struggle with despite years of social media evolution.
Utilize Social Media Effectively:
Understand the tools at your disposal and define your objectives. Use social media to build relationships and establish a brand presence. Remember, the content you share is not just for your followers but also for their networks.
A while ago, I led a social media workshop for a national insurance carrier’s northeastern agents. During the session, while discussing strategies like building a following and becoming an influencer, someone asked about the latest social media gimmicks. I responded that such tactics come and go, much like other marketing trends.
Remember, social media is part of a broader content strategy. If you don’t already have a content plan, you might have larger marketing challenges beyond just social media.
Integrate social media with other content forms—videos, blogs, PR, newsletters, podcasts—to drive traffic to your website and other social channels. And don’t forget, Google owns YouTube, highlighting the importance of video content.
Many businesses still fall into the trap of pushing sales messages and talking “at” their consumers. With over 10,000 marketing touches per day, consumers are increasingly resistant to overt selling. Differentiating yourself through effective, relationship-focused marketing is crucial.
In summary:
- Can social media drive direct responses? Yes!
- Is that its primary purpose? No!
- The true value of social media lies in building meaningful relationships. Anyone suggesting otherwise might just be trying to sell you something.
By James Danella of Media Vision Advertising
