<\/span><\/h2>\nI\u2019d always step back and talk to clients, and consider what your company is trying to achieve, what the goal is. Is it to get more followers, get more engagement, or connect with more people?<\/p>\n
Social media does four things for a company:<\/strong><\/p>\n\n- It helps you get more ideas;<\/li>\n
- It helps you get more attention to the work you are already doing;<\/li>\n
- It helps you connect with customers in a deeper and a more meaningful way;<\/li>\n
- It helps you build your brand.<\/li>\n<\/ol>\n
Most brands are not doing all four of these things. They only do one or two of them, missing out of a lot of opportunities.<\/p>\n
<\/span>What social media marketing mistakes do companies make?<\/span><\/h2>\nThe main mistake is that companies use social media to create great campaigns while neglecting the issues with the product.<\/strong><\/p>\nHowever, their primary goal is to focus on the product they\u2019re developing. They should make it as high-quality as possible, because social media won\u2019t make them, or their product, better. What it does is only amplify who they are already.<\/p>\n
Erika Anderson has a great line: \u201cIf you are good in real life, you can be great on Twitter.\u201d <\/em><\/p><\/blockquote>\nSo if the company is bad at customer service, it\u2019ll be worse online; if it\u2019s good at customer service, it\u2019ll be even better online.<\/p>\n
That\u2019s why between hiring a great social media manager and a manager that will build a great product, I\u2019ll choose the second<\/strong>. Social media is the layer on top, it\u2019s not the main thing. Thus, companies always have to find a balance between improving their product and social media presence. That\u2019s the key goal.<\/p>\n<\/span>What social media marketing metrics should a company analyze to see if it\u2019s doing it right?<\/span><\/h2>\nCompanies and SMM specialists are always focused on the wrong social media marketing metrics. They think that their boss needs more followers, while the followers themselves are not a key metric.<\/p>\n
In my mind, the most significant metric is WHO follows you<\/strong> on social media. You want to have influential people follow you and connect with you, and that\u2019s what really matters. Everything else is not that important.<\/p>\n<\/span>So should the company first find influencers who can spread the word about it among their audience?<\/span><\/h2>\nYes, that\u2019s absolutely correct. Yet, way too many people do it without understanding what that means.<\/p>\n
There are many people online who might follow you, but who cannot help you because they\u2019re not your actual customers, or they don\u2019t have the right kind of audience for you.<\/p>\n
<\/span>Let\u2019s talk a bit about current social media trends for business. Why are Instagram Stories so big today?<\/span><\/h2>\nBecause Instagram Stories are very engaging.<\/p>\n
However, social media trends for business are not permanent – they change all the time.<\/strong> Instagram Stories are big today but they might not be big tomorrow. So you\u2019ve got to be careful not to invest all your energy in it.<\/p>\nYou should be nimble, and you should be experimenting. Some things work great but some of them don\u2019t work as well for certain kinds of organizations.<\/p>\n
<\/span>Why did Stories become so popular on Instagram but failed on Facebook, Snapchat or Skype?<\/span><\/h2>\nWell, when you say fail, you need to be talking about a certain place. Social media trends for business tend to vary from country to country.<\/strong><\/p>\nIn the Middle East, Snapchat and Stories are very successful, whereas in America or Asia – not so much.<\/p>\n
In America, for example, Snapchat has to change some of its efforts because Instagram and Facebook have stolen or copied everything. This means adjusting its business model. That\u2019s why they are already changing the way content is created, shared and posted online.<\/p>\n
<\/span>How to succeed on social media? Is there a magic pill?<\/span><\/h2>\nCompanies should be listening a lot. Many companies are only obsessed with broadcasting, but they have to spend the same amount of time listening to their customers. <\/strong><\/p>\nThey have to listen to what their clients are saying, what their prospects are saying, and what their competitors are saying. If they don\u2019t do that, they\u2019re going to fall behind.<\/p>\n
<\/span>What about social media advertising trends? Facebook has recently launched ads in messenger. Do you think it\u2019s a fad or are they here to stay?<\/span><\/h2>\nIt\u2019s definitely not a fad. Facebook is forcing you to make ads and boost posts. It is making real money by enticing you to pay for everything.<\/p>\n
I met a company in the Middle East that boosted every single story they wrote. They said that they were taking so much effort into making their content, why not boost it then? You don\u2019t want it to disappear after all.<\/p>\n
<\/span>Should companies still create posts aiming at organic reach on Facebook or shift to paid social media advertising?<\/span><\/h2>\nThey have to do both. If you have great organic traffic, you can boost it and have a greater impact. If you have bad organic content, no matter how much you spend on boosting, you are not going to have an impact.<\/p>\n
<\/span>What do you think about YouTube live streaming and live videos on other social media?<\/span><\/h2>\nI am a big fan of live videos because YouTube is the second biggest search engine after Google. People are searching, which means that you have to be there if you want to be found online. The bad news for brands is that there\u2019s so much work to be done.<\/p>\n
<\/span>Do you think that companies with limited budgets should hire a professional video maker?<\/span><\/h2>\nIt depends on what you\u2019re trying to do. Before I hire somebody full-time to do video marketing, I\u2019d rather hire a marketing specialist who knows a bunch of different things, including Snapchat, video, photography. Or I\u2019ll hire a specialist and give him or her a month to show the results. And if it doesn\u2019t work, I\u2019ll say \u201cNo, thank you.\u201d<\/p>\n
<\/span>Do you think that recent Facebook eCommerce feature is a good idea for selling goods?<\/span><\/h2>\nI haven\u2019t used Facebook eCommerce yet, but I see a potential. Just like they\u2019re doing fundraising now on Facebook, I think the eCommerce feature may also become commonplace.<\/strong><\/p>\nIn any case, it\u2019s fascinating how it works. People are now selling goods worth thousands of dollars on Facebook Live<\/strong>. It\u2019s an amazing opportunity.<\/p>\nMy cousin is married to a Thai girl, and she has just shown me hundreds of Thai people selling clothes, gold, and even cars on Facebook Live. Guess what, people are buying all these things right from Facebook!<\/p>\n
<\/span>How do they sell products on Facebook Live?<\/span><\/h2>\nThey film a video where they show their clothes or other items, describing their details and condition. Then, they start the auction-like sale:<\/p>\n
\u201cWho has $10 for that?\u201d
\n\u201c$20?\u201d
\n\u201cSOLD! Please DM me for the details.\u201d<\/i><\/p>\n
I don\u2019t know why, but the Thai people are obsessed with it. They may spend the entire night watching Facebook Live and buying goods.<\/p>\n
<\/span>What\u2019s your opinion on company podcasts? Is it really worth a candle?<\/span><\/h2>\nPodcasts are good. Thanks to such formats, it\u2019s becoming easier to create and consume content, so companies just need to embrace them to succeed on social media.<\/p>\n
<\/span>How can you create a successful company podcast when no one knows about your company?<\/span><\/h2>\nHere\u2019s the thing. The first podcast will not be successful. It takes time to get traction and you will see more people listen to you with every new episode.<\/strong><\/p>\nYour company podcast has to be really high-quality, as you have only one chance to impress people. As soon as they come, they will listen to you for 10 seconds. You have to hook them with good music, content, description, and that\u2019s difficult for many people.<\/p>\n
Besides, you have to do search engine optimization (SEO) for podcasts<\/b> as well.<\/p>\n<\/span>Will chatbots still be trending?<\/span><\/h2>\nYes, I think chatbots are interesting. They are not going to change everything on social media but they can have an impact.<\/p>\n
I saw a chatbot for a mall in Singapore. What happens is you say that you want to buy sunglasses and instantly get information where you need to go. The chatbot may also ask what price range you\u2019re interested in, and then give directions to the relevant store. It\u2019s way faster than asking somebody at the information desk.<\/p>\n
<\/span>What about the cost of chatbot? Do you think it\u2019s worth developing an AI chatbot or is it enough to buy a ready-made one?<\/span><\/h2>\nFortunately, it becomes much cheaper and easier now. I\u2019d recommend taking an open source bot and testing it. If it\u2019s a success, it\u2019s worth investing some more money in it.<\/p>\n
<\/span>Do you think that VR or AR could be used in social media marketing?<\/span><\/h2>\nMaybe. I\u2019d say there\u2019s a lot of hype around these things. I\u2019m a big believer in augmented reality, in this case. I think there\u2019s a lot of opportunity around AR in social media marketing<\/strong>, while VR is more difficult to apply there. In any case, I wouldn\u2019t bother with these things unless you are a very specialized AR or VR maker.<\/p>\nInstead, I\u2019ll try to focus on photos, text, video, content – things that will have the maximum return on investment.<\/p>\n","protected":false},"excerpt":{"rendered":"
While 2023 has already settled, here is a wrap up of social media trends for business that you need to know. Learn how to avoid social media marketing mistakes, overcome challenges, and stay on top of your competition. The material is based on the interview with Sree Sreenivasan, a social and digital media guru who\u00a0served …<\/p>\n","protected":false},"author":35,"featured_media":6117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[75,43],"tags":[],"class_list":["post-5726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinions","category-promotion","has-thumb"],"yoast_head":"\n
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