By now you have probably read the reports and data that indicate that organic reach within Facebook is almost non-existent and that Twitter is in trouble and has just replaced its CEO. At the same time social media “experts” are trying to save what little credibility they have left talking about Snapchat and Instagram. If your brand has ramped up social media marketing, then you are drinking the Kool-Aid.
Most responsible businesses need a full-fledged social media strategy. To effectively leverage social media, shelve any assumptions or conventional wisdom you’ve heeded about online networks, websites and social media tools. Tap into your inner renegade. The connections that social media provide are much more meaningful than the spot- impressions you purchase on traditional media.
According to Peter Shankman “strong leadership is the most important competitive advantage companies have— it comes first, before technology, finance, operations, and everything else. “Nice” CEOs and managers are the best leaders: run better companies, attract innovative and more loyal employees, get into legal and regulatory trouble far less frequently (if ever), have better relationships, get more done, and are even healthier than the bad guys.”
From the choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING comes this great take away : response to ads is often not a click, 56% of online response to ads is made through search or browsing, while only 44% of consumers respond to ads by clicking on the ad. These non-click responses can lag days behind the ad impression and retargeting ads are not always on target as only 2% of respondents had made a purchase because of retargeting ads. On the other hand, 44% of consumers were negatively affected by high frequency retargeting ads.
Two nationwide survey results indicate that companies’ use of social media is perceived by both groups as potentially disruptive. 55% of senior marketing executives and 52% of consumers perceive social media as intrusive. In addition, the survey among senior marketing executives reveals that many believe the data generated by social media analytics is not yet actionable.
The “SheSpeaks/Lippe Taylor Women’s Buying Behavior Index” provides context and insight into the key drivers of shopping and purchasing from a woman’s perspective. Taken from a survey of over 2,000 women nationwide, this report uncovers how women are feeling about everything from family finances and disposable income to how they are using digital and social media to browse and “window shop.” This is the second quarterly release of data designed to help marketers better understand buying habits and forecast trends of American women.
Instagram revealed that it has more than 150 million monthly active users, a gain of 128 million since Facebook acquired the app last year. So ? Is it really beneficial for marketers to invade an online space for consumers ? Conventional marketing thinking says yes but more and more consumers are turning off brand messages on their personal online space and even Facebook is trying to convince brands that their sponsored posts and ads work. Frankly too many “social media experts” are doing a good job at grabbing the spotlight but forgetting that the root objective of all marketing is to convert consumers into customers.