A social media presence is no longer a “nice-to-have” but it is where the millennial generation goes to first when trying to find information, news, or connect to a brand.
Why? It’s innate. They grew up with social media, it’s the known way of gaining information whether it be from your direct friends, or indirectly through related groups + networks of your interests.
Millenials grew up in this phenomenon that everything was catered to them. Personalized marketing. Customized drinks. Specific curated content. To name a few examples.
And so they haven’t had to really figure out how to find information that is outside of their bubble or what they already know. So, rather than landing on a website to try and understand the site structure/architecture, categories, user journey (all behind the scenes but this is what is happening in their mind when searching for something specific), it’s easier to go to a friendly interface they know. Enter: Facebook.
The platform that adds specific value with a consistent + friendly interface.
Here are some use case examples:
- I’m in the library and need to know when the Temple Bookstore closes…
- Awesome, now how do I get there…
- I wonder if they have xyz, let me ask my friend…
Check, check, check, in a matter of 2 minutes.
And if that experiment didn’t show the value of social for answering customers needs, the rapid decline in Google Searches might add some credibility:
Social media is no longer just a medium for marketing, it is a dynamic platform that caters to all of your users needs. So the next time the value of social media is brought up in a strategic meeting consider some of these examples as additional value prop for investing in this space…
Brand awareness goal?
Enter social proof.
Increased market share goal?
Enter social listening.
Enhanced customer service goal?
The value in social media has just scratched the surface. It’s time to invest (mentally + financially) into the platform that can give your customer what they want all in one place.
Who doesn’t love to go to Target for their clothing, food, and electronic needs?
Maximum convenience = satisfied customer experience = customer loyalty + profitability .