Social media is changing.
It used to be a one-to-many channel. Businesses would publish links, photos, and videos on Facebook, Twitter, and Instagram, hoping to reach as many people as they can and drive a high number of leads and sales.
When marketers first started using social media as a marketing channel, there was less content, less noise, and people were willing to click on almost everything they saw on their news feed.
Then, we hit content shock.
There is now more content on social platforms than people can consume. If a post doesn’t look interesting or useful, people just scroll past it. As Rand Fishkin observed, “Twitter, Facebook, et al. have become more challenging sources from which to drive traffic. Clicks are just harder to come by.”
Social media is no longer a megaphone.
It is now becoming a one-to-few — and often one-to-one — channel.Businesses and organizations that are succeeding on social media now are the ones providing personalized social experiences to their fans such as KLM Royal Dutch Airlines, NASA, and Airbnb.
Social media is becoming a conversation. Here’s why…
Social media is incredible for some things but not all things
Social media is often seen as a solution to every marketing problem. And, of course, it’s great for certain aspects of marketing including brand awareness. But the truth is, social media probably isn’t going to help you achieve every business or marketing goal you have.
For example, I believe social media is no longer a great traffic driver for most businesses. The strategy of batching and blasting marketing messages across various platforms might have been an effective way to drive clicks in the past, but not anymore. And, in mind at least, that’s not a bad thing because:
Social media is becoming an engagement channel.
And with this shift comes new opportunities, such as incredible customer service and one-on-one conversations, which major social media platforms are embracing more and more with platforms and features like Messenger, Instagram Direct, and Twitter Direct Messages.
Engagement is also about the content you create and share across social platforms. Is it entertaining, useful, or unique? Does it encourage your audience to respond? Or is it just there to drive clicks back to your website?
The future of social media (and some might argue the past and the present of social media) is about deepening your relationships with your fans by engaging them and not simply pushing out marketing messages.
Let’s look at why this shift might be true…
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