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.
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.
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.
Forrester found that visiting a company’s website is the number one way fans prefer to stay in touch with the brands [/inlinetweet]they love, outranking Facebook all the way down at number five. While their Facebook pages are brimming with exciting, yet unseen content, brand websites may be neglected – at a high cost to community interaction.
Earlier last week I was contacted by a large consumer products company with a problem. It seems they had hired “a social media expert” to help them develop and launch their social media marketing but now that ship was adrift and was getting pounded by the rocks under the waves. Not only was it poorly executed but what they had done so far was costing them business. Their social media “expert” was hit and run. He told them what to do but not how to do it within THEIR culture and industry.
Mike Proulx at Ad Age says “social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.” He couldn’t be more right and we have brands and agencies to thank for the this demise.
Millennials want brands to engage with them on social media and to be part of their product development team; 62% of Millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer; 43% say that Facebook is the social network that most influences their spending habits, followed by Instagram (22%) and Pinterest (12%). Brands should start, if they have not already, reaching out to Millennial consumers to assist them with development of future product or service; 42% of Millennials said they are interested in helping companies develop future products and services.