SUMMARY: Facebook and Twitter face a decade-long reckoning over their role in the US’s political upheaval as well as the spread of false and fake information. Social media platforms have to do a better job balancing innovation with its effects on society.
The engagement ratio per brand — or [inlinetweet prefix=”” tweeter=”” suffix=””]average interactions per post per brand per 1,000 followers — decreased on Instagram (by 25.85%), Facebook (by 8.27%), and LinkedIn (by 7.6%).[/inlinetweet] On Twitter, the engagement ratio per brand increased slightly, up 1.08% across the first half of 2016. And yet for some stupid reasons brands continue to invest in social media?
Just stop, please! Every week I see a post on LibkedIn about how Instagram or other social media channel is going to add sales dollars to brands and products. Well, here is a some cold water “people don’t want brands on social media unless they want to complain and believe me there are a lot of very grumpy, pissed off consumers out there.
The good news is that consumers are spending more time on social media, the bad news is that they don’t want brand interfering with their social media time. The San Francisco Chronicle discussed a recent Gallup survey citing that social media does not impact consumer purchasing decisions as much as it used to.
Social media, social media marketing, and social networking have been the subject of much hype, buzz and marketing budget disruption for brands and marketers. Most marketers fought for social media budgets then entered into social media marketing without a clear-cut strategy or way to measure success because the experts hit and run and told them they need to be on social media. Now that the fog of hype is starting to dissipate marketers are finally taking a hard look at social media and blowing off a lot of “experts” who were expert only at selling books and getting big fees for speaking.