Social Media Secrets for Long-term Success
Social media has rapidly evolved from a novel, team-focused technology platform, into a widely used communications tool that’s reach spans the globe. The majority of American adults are active on at least one social media platform. Organizations in all sectors - business, government, and nonprofit - are rapidly integrating social media into their external communications and internal operations plans. Today’s social media user base spans all adult generations, including Gen Zers, Millennials, Gen Xers, Baby Boomers, and members of the Silent Generation.
Social Media’s Expanded Capabilities
Social media’s increasing capabilities permeate all aspects of our lives - relationships, work, hobbies, and interests. Today’s social media user utilizes popular social media apps to gather information, share updates, and connect with helpful resources. Long gone are the days of simply broadcasting information across telecommunications channels. Social media’s widespread usage and extended capabilities have enabled two-way communication between users and organizations. Much of this communication takes place on a public forum, and, thus, can have far-reaching consequences for involved parties. When this type of two-way communication is done well, organizations can greatly benefit in terms of customer satisfaction and community relations.
Social Media Usage in the United States
Social media has become an integral part of daily life for many Americans. The time that was previously spent consuming traditional media, such as television, newspapers, and radio shows, has been reallocated to social media. The average American social media user spends over two hours a day on social media. Modern social media users are engaging with online content, creating social media content, and seeking entertainment from social media accounts that they follow. Organizations that consistently create high-quality social media content can utilize social media platforms to reach target audiences in cost-effective, memorable ways.
Social Media and Reputation Management
Popular social media platforms are no longer limited to connecting with friends and family and posting one’s latest selfies; instead, today’s social users are increasingly utilizing social media to research organizations. This practice is especially prevalent among Gen Zers - nearly 40 percent of whom report utilizing social media apps, such as Instagram, over search engines, such as Google, to research new brands and companies. This social media-savvy demographic is seeking out user-generated content (UGC) as they may feel that it's more trustworthy than content published by the organization. Social media success in the modern era requires that organizations incorporate reputation management practices into their social media strategy, and evaluate ways to incorporate UGC, such as influencer marketing, into their outreach.
A Multi-generational Social Media Strategy
While all adult generations are represented on social media, there is much variation between what social media apps are preferred by specific age groups. Younger demographics, such as Generation Z and Millennials, prefer social media apps that offer ephemeral content and video capabilities, such as Instagram, Snapchat, and TikTok. Older generations, such as Baby Boomers and Gen Xers, tend to frequent Facebook, LinkedIn, and Twitter at higher rates. Organizations that interface with multiple generations must incorporate a multi-generational, multi-platform marketing strategy into their social media plan. Successful social media strategists recognize that organizations must meet their audience where they are already active online.
How to Succeed on Social Media
Social media success for organizations can be somewhat of a moving target, requiring organizational leaders to continually revise and update their digital approach for optimal results. Digital marketing trends come and go; however, one foundation truth remains for effective social media strategy - success should be measured by the cultivation of long-term relationships with the organization’s target audience. Organizations can utilize their social media accounts to cultivate an inclusive online community, increase brand awareness, and engage with their target audience in ways that go well beyond traditional advertising. While quantifiable metrics such as shares and clicks tend to get the majority of attention when it comes to social media, these statics are often fleeting and fail to recognize the true potential of social media success. When used effectively, social media can strengthen community relations and build public trust in the organization.
What Does the Future Hold for Social Media?
Social media isn't expected to go away anytime soon. App capabilities and features will continue to evolve in response to user demands and needs; however, foundational truths to effective communications and marketing will remain the same. Organizational leaders should track social media user demographic shifts, and continually seek new ways to leverage social media capabilities in relationship-building ways that support the organizational mission. A multi-platform social media approach that focuses on long-term relationships over short-term gains can be effective in cutting through the digital noise and positioning the organization to achieve sustainable results.
For additional social media support:
If your organization is looking for a creative partner to provide social media services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.