I love social media.I wake up to see what happened on Facebook, keep up with my friends, colleagues and favorite bloggers on Twitter, post my latest awesome picture to Instagram, pin the most delicious chocolate chip cookie I've ever seen to Pinterest and check in at a local restaurant on Foursquare.So when I say I love social media, I might lead you to believe that it is all just fun and games. You would be wrong.
The Power Behind the Statistics
As a marketer, the statistics behind social media are undeniable. They offer insight into what drives our daily activities and most of all, what drives consumers to use and engage with us online.
- 27% of total U.S. internet time is spent on social networking sites. (Source: Experian)
- Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
- 85% of fans of brands on Facebook recommend brands to others, compared to 60% of average users. (Source: Syncapse)
- Companies that generate more than 1,000 Facebook Likes also receive nearly 1,400 website visits a day. (Source: HubSpot)
- 74% of all marketers say Facebook is important to their lead generation strategies. (Source: HubSpot)
But here’s a simple fact, many businesses and brands continue to fail when it comes to social media. In fact, according to a recent survey by Balihoo, 23% of brand marketers are actively developing social media strategies, but still struggling to execute.Why? It's simple. They have failed to effectively leverage their brand online by communicating in a way that is appealing and engaging to their target audience.So what exactly should you be doing to increase engagement and connect with the very consumer that is desperate for your product or service?First, you must focus on what your “social interaction” goals are.
- Who is my customer?
- How am I reaching them?
- Do they care about my message?
- Are they listening?
If they’re not listening, what is it that they’re not relating to? Have you spelled out in clear terms what you have to offer, what they can’t live without and how you can solve the problem they’re faced with?Social interaction and business marketing give you the unique opportunity to interact, captivate and call your community to action. This means that as a business owner and entrepreneur you not only need to be listening to your customers, but you must find a way to get their ear. However, before you can do that, you must spell out your goals.
What's Your Social Media Goal?
- What are you using Social Media for?
- Whose attention are you trying to gain?
- What is your style or personality and how will that shine through online?
- How will you stay true to your personal brand message?
Getting your customers and potential clients to actively “listen” to your message means you must refine your communication. Focus on what your customer wants. Ask yourself everyday whether your message is beneficial and valuable to their overall needs and desires.
If you are investing time and resources into social media marketing, taking that energy and making it payoff is a must. But how do you know if you are truly benefiting from the hours spent online?While paying attention to social media metrics and analytics are key, they aren't the only gauge to online success. There is also the human element to social that comes with the daily interaction and relationships we are working to build.So what is it that keeps so many marketers from succeeding in social media? I believe it is a combination of things, but one thing that reigns supreme.Social media can feel overwhelming with tasks such as content creation, curation, tracking and measurement feeling like an enormous undertaking. However, the one thing I have found that reigns supreme in holding marketers back from truly succeeding is simple. It's fear.Whether it is the fear of failure, the fear that everything must be absolutely perfect, the fear that no one will like what we have to say or the fear that our efforts are in vain, each one prohibits us from truly making the most all that social is capable of accomplishing.But what if you could step outside of that fear and into the realm of possibility? You can!J.K. Rowling said,
"It is impossible to live without failing at something, unless you live so cautiously that you might as well not have lived at all --- in which case, you fail by default."
Are you ready to ignite your social media marketing and in turn, build a business that you love?
About Rebekah Radice
Rebekah Radice, co-founder of BRIL.LA, has traded narcissism for purpose. When not driving growth, you'll find her tricking family into thinking she's Emeril Lagasse - likely covered in marinara. The spotlight was fun, but impact is better. These days she's using 20+ years of brand brilliance for good.