Social media marketing is changing.
The way you post, what you post, who you target – the who, what, when, wheres – it’s all changing. If you’re not adapting how you use social media to market your business, you’re going to fail. And fail bad.
In the past year, here’s what we’ve seen:
- Algorithm changes
- Content changes
- Advertising metric changes
- Facebook use decline
- Instagram use increase
- Twitter doubled its character count
And that’s just the tip of the iceberg folks.
In the beginning – way back in the early 2000’s – you could just post whatever you wanted on social media and people would see. Much like the movie Field of Dreams, where the main character was told, “if you build it, he will come.” And he built it, and he came. Now that was dealing with a baseball diamond, the Black Sox, and a dad, but the theory is the same. You could post on social media and people would see it, and theoretically, come to your page/store/website. There was no algorithm dictating who saw what.
Fast forward to 2018 and the landscape is vastly different. Everything is methodical. Everything is done purposefully. There is a science and a psychology behind social media marketing – and it’s changing.
People do not want to see sales pitches. They want to see content that matters and relates to them.
People do not want to see fluff (think of all of those stupid videos and gag-tastic memes/quotes/graphics in your feed). They want to see meat – content with substance.
People do not want to have their time wasted by a business posting meaningless “Share this to win a $25 gift card!” posts and their feed cluttered by 25 friends sharing it – which, by the way, is AGAINST FACEBOOK RULES TO DO. People want to see authentic content.
What are you posting online? What’s on your Facebook page right now? Instagram? Twitter? LinkedIn?
Put yourself in your follower’s shoes. Are you posting something that would make you stop and read it, or just scroll on by. Think about that for awhile and think about that when you post next.
Social media marketing is going through an evolution right now. It came on the scene, people exploited it, everyone became an “expert” on using it as a marketing tool (when very few are legitimately versed in it), and now as the tide is changing, everything is being sifted out. The fluff content is getting penalized on Facebook. The fake experts are being called out. Social media marketing is changing.
It’s all coming back to the nuts and bolts of what I call marketing 101. Relationship-building. And it’s not a one-way street. You have to be active and respond to everyone. Let me type that again – you have to be active and respond to everyone.
People have said they want meaningful, accurate, authentic, and informative content. Adapt your content as such. Stop the fluff. Post the content that will draw them in, make them act. Reach out like the human being you are and build a relationship through social media with your community. Use social media as the communication tool, like the telephone.
People want more personalized experiences, especially in retail (read more about it here). Use social media to tailor the experience they have with you to them. Feature customers. Congratulate customers.
AT&T way back in the day had an advertising phrase – “Reach out and touch someone.” Apply that to your social media marketing. Reach out to your followers and touch them. Create an emotional connection that will turn them into life-long customers. It’s all about the relationship.
Social media marketing is going to be like Darwin’s theory of evolution – the strongest will survive and those who adapt with outlive the rest.
So how are you going to adapt?