Social media engagement can’t be encompassed in one concrete example, rather it is a broader way of building brand presence and recognition. Social media engagement is about serving your customers, educating your community, and creating innovative thought leadership.
Social media engagement is also vital to the survival of any social media lead generation and lead nurturing campaign success.
Below are the top social engagement statistics to help better understand the impact of social engagement on your business.
Understanding Social Media Engagement
- Niche platforms have more filtrated systems in place, connecting marketers with the right audience.
- Facebook, for example, is pushing 1.5 billion users, and at least 30 million businesses have active pages on the network.
- Social media has generated leads to over 52% of marketers.
- Twitter users who see tweets from B2B tech brands are more likely to visit the sites of these brands. A recent study found that Twitter users visit B2B tech brand sites at a higher rate (59 percent) compared to average Internet users (40 percent), illustrating the strong presence of a B2B audience on Twitter.
- The world is becoming more social: 4.6 average hours per week is spent online worldwide.
- 84% of B2B marketers use social media in some form
- 59% of marketers are using social media for 6 hours or more each week.
- 83% of marketers indicate that social media is important for their business.
- Social media has a 100% higher lead-to-close rate than outbound marketing.
- Social media use in the U.S. has increased by 356% since 2006.
Social Media Engagement Predictions
By 2020, the amount of information on the web is expected to increase by 600% (and some believe that number is low)! The challenge of cutting through the content shock and earning a share of the limited customer attention span is the marketing challenge for the foreseeable future. (Mark Schaefer, SocialMediaExaminer)
Instagram is to Facebook as SlideShare is to LinkedIn. In other words, look for SlideShare to emerge as the key social network for business professionals to find and share bite-sized pieces of content while on the go in 2015. (Dave Kerpen, SocialMediaExaminer)
Search engine advertising is the most commonly cited demand generation channel for additional investment in next year: 12% of respondents plan to spend "much more" on SEM in 2015, and 30% plan to spend "somewhat more."(MarketingProfs)
LinkedIn: Ayaz Nanji
Think of social media as a road trip: your level of commitment and respect to the platform is equal to the vehicle in which you decide to use to get from point A to point B.
It is important to understand why your community is seeking a particular platform for social outreach. There is not a need or want to deploy in-your-face advertising on Facebook, a platform people visit to see the picture of their family and friends or to check in on the ones they care about most.
Disrupting the expected user experience is going to widen the gap between you and your current or potential customers. That is not conducive to community engagement or healthy social networking. The same can be said for any platform - to post personal photos or updates on LinkedIn, a platform universally known for business professional networking, would not be respecting the platform and does not encourage brand engagement.
Because social media engagement is not a strategy, it can be difficult to map out in simple step process. There are, however, best practices you can put into action to help create an environment more conducive to social engagement.
- Be social. Reach out to your community, spark a conversation, and understand what the community wants as a whole. It would be best for brand-building to reach out on a personal level as well.
- Be consistent. Remaining ever-present on social media is impossible. However, being consistent is not. Creating a reliable pattern of social outreach not only ensures your community knows when to connect with you, but also provides a sense of security. Think of this like your hours of operation - if you have a sign posted with your hours of operation distrust may become an issue if you close up shop without warning.
- Stay true to the brand. Shout it from the rooftops, show what your brand is by providing valuable takeaways. These takeaways don't have to be time-consuming content you create in-house, it can be curated articles from parallel industries. Your brand will resonate with valuable content to encourage customer engagement.
As you can see, social media is a crucial component to the success of your business. Social engagement is the fuel to your social success. Have fun with your brand, innovate with your brand, and encourage engagement on social media!
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