Welcome to the final installment of our series covering 20 things you need to know about social, media.
If you haven’t had a chance to check out part 1, part 2 or part 3 of this series, you should definitely do so before reading on!
The diminishing of traditional marketing methods is upon us.
I say “diminishing”, because I don’t think the traditional methods of marketing will ever truly die. The newspaper ad and billboard will always have their place, but their importance has been supplanted by the internet. Marketers and businesses are now simply adapting old promotion methods and finding better ways with modern tools. The Pew Research Center confirmed this trend in their “State of the News Media 2016” study. They found that while newspaper ad revenue dropped by 8% in 2015, online ad revenue rose by 20%.
Hopefully the tips I’ve been sharing about social media have emboldened you to step up your game with your own efforts. Social media platforms truly are some of the most fascinating and useful tools available to the world. Take my final pieces of advice and go rock it!
Social Media isn’t limited to Facebook and Twitter
Facebook and Twitter are to some degree like going to a waterpark on a hot summer day. It’s a great idea until you realize that everyone else had the exact same idea.
One of the trickiest and most beautiful challenges with any kind of marketing revolves around the fact that all people are different. Motivations, likes, dislikes, and every minute personality detail can vary widely within the narrowest demographics. That doesn’t make what I’m going to say impossible – simply difficult.
You need to find what platforms your audience spends their time on. It’s that simple, and at the same time that complex. Simply relying on what you know and like doesn’t do you any favors. Learn the best way to engage your audience and meet them where they are.
Social media strategy needs to include mobile users
Mobile users are somehow the easiest group to both remember and forget. The omnipresence of smartphones has already jaded us to their existence, which is a potential pitfall when it comes to Social Media.
Not everything that looks good in a web browser looks good on a phone. Responsive web design is important, but while a basic responsive website can cost anywhere from £400-£4000+ to develop, social media companies spend millions on developing apps that will look great on any screen.
In addition to compatibility, you should also consider the content itself. A 2-3 minute video is great with a wifi connection, but mobile users relying on a mobile data plan probably won’t invest their data in your video. Being deliberate with short video clips and hyperlinks to mobile-friendly sites can completely revamp your Social engagement.
Social media works best with fewer, high quality posts, rather than loads of low quality posts
Part of the delicate equation of social media revolves around the questions of quality and frequency. The best route in terms of quality is pretty easy: high quality is always better. The tricky part is frequency. How much should you post?
There are many users on social media. Some post all day every day, as if social media is a platform for their every thought. Others simply consume information and never bother to post themselves. Your target is somewhere in between.
I can’t give a magic prescription for social media posts. Your happy medium depends on your business and how actively you need to engage with your online community at a given time. There are occasions where posting once a day or every other day is more than optimal for your needs. On the other hand, communities like Humans of New York have shown that multiple posts a day can work well too.
As a general rule, shoot for high quality and moderate frequency. Don’t overextend or sell yourself short.
Social media is great for SEO
For the uninitiated, SEO means Search Engine Optimization. To some degree, it’s the first class of Online Marketing 101. Everything you do online is essentially vetted and graded by complex algorithms designed by Google, Bing, and all the other search engines. Social media gets factored into that as well. Despite Matt Cutts’ claim in 2014, here are five ways social media DOES impact your SEO.
What the search engines are looking for is social proof. Social proof is actually a key signal that can be the difference in a first page ranking and no one ever seeing your website. That may sound drastic, but when no one ever really moves past the first page of a search engine, it’s largely true. If you want to get better rankings, have a healthy social media presence.
Social Media loves video
A more accurate statement might be that everyone loves videos, especially when you make them easily accessible on Social Media. Besides being an exquisite engagement method, videos on social media is like offering free candy to school children. It’s endearing and a great way to make a friend.
According to Social Bakers, posting videos on social media will get you more views, likes, shares and comments than any other kind of media. I’m not saying neglect the other kinds of media – text and graphics are the core of almost every social media platform out there. What I am saying is that including things like video testimonials, real-life updates, and the occasional lite-hearted video on your social media is a simple way to make your marketing that much more robust.
So there you have it, the 20 Things you NEED to Know About social media. I hope you have found the list helpful. I guess the biggest take home points from this list are that while social media is constantly growing and changing, your opportunities to interact with your audience grow and change with it. Don’t be afraid to dive in and test it out and always remember that if you get stuck, help is always just a click away!