Social media usage is increasing and has become the premier activity online. A survey by the customer engagement platform Emarsys found that social media users word wide were growing. Statistics from the 2019 study showed that there are 3.5 billion social media users worldwide. That equates to about 45% of the current population. The opportunity to reach so many potential customers has marketers eager to connect.
Unfortunately, it is not that easy, and social media marketing is not without its challenges. With such a vast audience, it is easy for your message to get lost.
Understanding goals can help marketing and management align expectations. Being on the same page will open dialog and let both sides understand the plan.
- Specific: The kind of engagement, platform, and target area should be well defined.
- Measurable: You can use the analytics of each social media platform to measure your reach and engagement.
- Attainable: Ensure that the goal can be met by organic and paid campaigns.
- Realistic: Set a goal that you can actually achieve in a specific time frame. Use your past performance as a benchmark.
- Time-bound: The time frame should be well-defined to help you compute accurate metrics.
Choosing the best forum for your message is critical. Working with your team and understanding the message you want to convey can help you pick the proper social media outlet.
Once the social platforms are selected, marketers need to target the audience that uses that platform. You will need to get to know your audience and listen to what they have to say.
Reach and Rates
Trust Insights recorded a 45.6% drop in unpaid engagement for brands in 2019. As unpaid engagement drop, paid engagement went up in price, making it more expensive to do business. Marketers have to master their platforms, understanding the algorithms, and nuances.
Social media has become our entertainment, communication tool, and marketplace. As platforms evolve and become more popular, so does the opportunity. The opportunity to reach consumers becomes more competitive and costly. Understanding your product, market, and social channels and a solid marketing strategy will build the basis for success.
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Cspenn, & *, N. (2019, December 19). 12 Days of Data, Day 3: Instagram Brand Engagement Statistics for Unpaid Content. Retrieved October 12, 2020, from https://www.trustinsights.ai/blog/2019/12/12-days-of-data-day-3-instagram-brand-engagement-statistics-for-unpaid-content/
Mohsin, M. (2020, September 28). 10 Social Media Statistics You Need to Know in 2020 [Infographic]. Retrieved October 11, 2020, from https://www.oberlo.com/blog/social-media-marketing-statistics
Tjepkema, L. (2019, January 02). Top 5 Social Media Predictions for 2019. Retrieved October 11, 2020, from https://emarsys.com/learn/blog/top-5-social-media-predictions-2019/