Last week we talked about how professional marketers ranked the top-performing social media platforms in regards to their campaign effectiveness. Fifty-four percent said Facebook was the most important; seventeen percent said LinkedIn. However, despite the popularity of these top two contenders, (and they hold that title for good reason) there are many other platforms on the world wide web, and, depending on what you’re saying, selling, preaching – another platform may be your perfect fit.
Social media marketing offers a lot of range in how marketers can put out there content. For example, LinkedIn is great for longer content. A majority of the audience on LinkedIn is looking for longer, in-depth content and industry news. It’s not a place to share trending “LOL” pictures. Facebook would be the place to share the lighter side of your business And other platforms like Instagram, too; specifically the more photo-oriented ones. Which is why the meat of social media marketing begs the question: What are you trying to sell? Depending on your message, there will most likely be a “best fit” platform for you, and several others that support it.
So if Facebook was deemed the most important social media platform, according to marketers, and LinkedIn in number 2, what ranks in behind them? You guessed it. Twitter. Those tweets you keep hearing about – they are an official form of communication, and they carry a lot of online weight.
Twelve percent of marketers claimed Twitter was their most important platform. Similar to Facebook, Twitter uses a bulletin board of sorts for it’s users to share (or tweet) their opinions, thoughts, feelings, announcements – in under 140 characters or less. This limited space is what makes Twitter one of the greatest marketing tools. It’s challenging to get your point across in so many words, especially if you’re presenting a complex idea. And isn’t that what marketing is really all about? Presenting complex ideas in a few, simple words to create one strong mental image? And 140 characters; that’s essentially the attention span you’re dealing with in today’s consumers.
Think of tweets as headlines; if they’re not catchy, no one will follow through and click on your tweet. And that’s the whole point of this high-performing platform. It’s not meant to gain customers on the spot. It’s meant to pull them closer, give them a glimpse into the brand, and pique their interest with an eye-catching snippet.
Following Twitter, coming in at 8%, is blogging; currently what marketers deem the fourth most important social media platform.
What you’re reading right now is a blog. Blogging is a great way for companies share ideas and thoughts with customers, and anyone looking for focused help, essentially. We want to provide this material. We like writing about it, we like helping readers, and we want to nurture relationships with our current customer base. Blogging is the perfect medium to do that. It’s like exchanging ideas friends, except we’re hoping to make more of those friends through the blog.
Companies who utilize write about their range of industry knowledge, which is hopefully helpful to someone browsing for it. It’s a great place for online users to explore, as well as connect with the company as another blog user. If an article catches their eye, then they’re more likely to track down the author (your company) to learn more about it. Blogging is also helpful in establishing a distinct company voice by presenting ideas in your own, original fashion.
So Facebook, LinkedIn, Twitter and blogging have held the top spots in effective social media marketing. In the past few years, marketers have agreed that these are the most important platforms to use. However, it looks like things are taking a turn in the near future. These platforms will always hold significance, but it seems marketers are shifting their efforts. In the upcoming years, 68% of marketers are planning to increase blogging use, 67% Youtube use, 67% Twitter use, and, lastly, at 64%; Facebook and LinkedIn. The tables are turning, much like they do in social media. Sometimes, it’s a video year. Sometimes it’s a content year. Platforms emerge and catch our interest, and it’s our job to venture there and see what we can do. When you’ve got a good handle on how these sites work, who frequents them and why, and what they are capable of, you can navigate the online realm with ease and make a name for yourself on several different platforms.
Don’t let the fear of the unknown keep you from exploring it. Gather the right team together and see all the magic you can produce within these platforms – and there is more to come! Next week we continue down the list with tools like Google+ and the ever popular Pinterest. If you’re ready now, so are we. Start building a social media program that gets into platforms, grabs customers and leaves behind a legacy. Click below to get started.