February 3, 2015
According to Social Media Examiner, only 1 in 3 marketers can measure the ROI of their social media efforts. If this is the case, how do businesses know whether their social media strategy is working? Social media platforms are not only improving, but also the platforms of choice are changing. Trends from 2014 are no longer trends for 2015 and, as shown in the CMO Survey, marketers are expected to double their social spend in the next five years. The social platforms: Facebook, Instagram, Twitter and LinkedIn are all important despite their changing popularity and frequency of usage from 2014-2015.
Find out how they are evolving in their roles in the marketing realm for the New Year:
While Facebook is still the largest populated social site with 1 billion users worldwide, and as a site that was once known for having the largest opportunities in terms of communicating with users, trends for 2015 suggest that Facebook is no longer known as the “king of engagement”. Reports suggest that visual marketing has the greatest effect on consumers, bringing a newfound popularity to Instagram.
Instagram is slowly becoming increasingly popular as post engagement is up 416% in just short two years. The ability to post pictures or videos in 15 seconds makes Instagram a relatable site for consumers and a valuable site for the promotion of brands through the use of hashtags. An infographic shared by Media Bistro shows that for the year 2014, there were merely 150 million users on Instagram vs. 400 million on Google+, 240 million on LinkedIn, and 560 million on Twitter. By the end of the year, Instagram, Pinterest and Tumblr EACH gained more than 10MM visitors, making them some of the most frequented sites for 2015.
For 2014, Twitter had over 560 million users, making this platform a close second to Facebook. Usage is continually increasing for the year 2015. 5,700 tweets are disseminated every second and the ability to use hashtags makes Twitter an even more effective site. Twitter is also continuously improving. For 2015, they plan to introduce a curated timeline for new users in addition to highlighting tweets users may have missed while away. Twitter’s ability to be a real-time network makes this platform an important site to utilize.
With access to millions of valuable connections, LinkedIn is a site to be reckoned with for 2015. While LinkedIn was often viewed as a platform in which to improve personal connections and find jobs for 2014, it is becoming more and more useful in terms of achieving marketing goals. With the ability to start your own group to demonstrate the value of your business, join discussions to connect with others in similar industries, or post visual content to accompany valuable pieces of writing, LinkedIn is an important social platform on which to stay relevant.
So, how do businesses know whether their social media strategy is working? Many businesses will measure success by the number of new followers, increased brand awareness or even page views and click-through rates. The best way to ensure success for the year 2015 is to stay relevant with the changing social platforms and the trends that come with marketing your brand on these sites.
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