If you’re a new marketer to social media marketing, you may be wondering: Is it worth the effort? While you may have heard that a recent Facebook algorithm change will boost organic reach, there are a number of ways to combat this problem. First, stop ignoring the importance of a targeted audience. Facebook’s latest changes prioritize one-to-one communication over group interaction. In fact, ninety percent of users use social media to engage directly with brands. Others use social media to vent frustrations or even ask for customer support. As a result, businesses should stop using social media as a traffic generator and focus on creating real, human connections instead of promoting their content.
Another important element of social media is consistency. A consistent tone of voice, content, and a regular posting schedule across multiple channels are critical to brand recall. Otherwise, a sporadic approach will confuse your audience and prevent brand recognition. Consistency requires advanced planning, time, and insight into the subtleties of each platform. It is also important to keep in mind that social media is still a part of daily life and should not be treated as an afterthought.
As with any new marketing strategy, social media marketing is not a magic bullet. As with any other marketing strategy, social media can’t predict the future, but it can help businesses meet their goals and get the attention they deserve. However, if you use social media correctly, you can make it work to your advantage. If you are not careful, you could end up with an overinflated audience and a mediocre return on investment.