5 Social Media Truths

What you need to know for your business, brand or client

1. Video is winning the content war

Video is by leading the way as the most popular source of online content. With Facebook’s of native timeline videos, the omnipresence of the YouTube vlogger, the growing popularity of Vine, the seamless adoption of Instagram video and Twitter’s new hosting service, all the social channels are ensuring they are providing a way for people to tell their story in the format that people want.

Take out: Your audience has made it clear how they want to be approached and how they want to engage with you. If you aren’t talking to them with video yet… why the dickens not!?

2. Immersion is essential

Their rapid rise of social media channels is matched only by their constant evolution. They change the rules of the game often and with little notice. It’s just the way it is.

With ongoing policy updates, new services, layout changes, advanced advertising initiatives and targeting methods it’s a complex, head-spinning world. As such, it’s no longer feasible to just dip your toe into the social pool and expect to stay relevant and operate efficiently and effectively.

Take out: To take advantage of all the great opportunities social channels have to offer immersion is essential. The responsibility for social media implementation can no longer be tagged on to other disciplines within a company/agency.

3. Everyone must pay to play

The idea that ‘social media is free’ is over. Facebook promotional post policy, the end of the ‘like-gate’, the introduction of a Twitter algorithm, Pinterest and Instagram adverts, Snapchats ‘disappearing ad’ …all go to show that organic social activity will go hand in hand with paid for activity.

It now costs to reach current followers (social retention) as well as to attracting new fans (social acquisition)

Take out: Decision makers are investing more and more in social promotion as they compete to be heard in a noisy world. However, engagement still wins over reach — so throwing money at the situation in place of creating quality, value-led content is not the solution.

4. Standards of acceptability have increasing

As we have all become more sophisticated at connecting with brands online, the collective bar has been raised. Our standards of acceptability and expectations have increased and if two conflicting products are competing for our attention, we will go to the one offering better content — even if we prefer the taste/feel/look of the other. It’s then only a matter of time before they make the switch.

Take out: Our audience expect relevant content, delivered in real time and in a format that appeals to how they prefer to consumer media. Lack of consistency, low standards or minimal effort will not be tolerated.

5. Facebook groups continue to improve

The popularity of Facebook Groups is rising. Brands are increasingly hosting small customer groups, away from public pages, thanks to the additional control they offer as well as their use as a private testing ground and advocate-briefing forum.

Take out: If you have yet to explore the potential of private Facebook groups, you could be missing a trick. Invite your biggest fans and start a conversation, do it today.