The Changing Role Of Social Media in Online Marketing

A lot of marketers have focused in recent years on capitalizing on the value of social media when it comes to advertising and drawing in more consumers. Social media remains important in the modern world of online marketing, but diversification in social media is more important than focusing on just one site. Learn about the changing role of social media below.

Yesterday's Social Media

Online marketers once focused on social media in terms of "likes," and nothing else. Many were convinced that the number of likes a post received would somehow translate to increased SEO and conversions. In reality, this didn't turn out to be the case. Nevertheless, Facebook established itself as the go-to social media option. The Pew Research Center found that Facebook was the dominant site with 71% of adults using the site in 2014, compared to 28% for LinkedIn and Pinterest, with Instagram in third with 26% and Twitter trailing in fourth with 23%.

Today's Social Media

Fast forward to 2015 and personalization is the key to social media interactions for consumers, and something that needed to be taken advantage of by marketers. Data analytics offered insight into that personalization and gives brands a chance to see what consumers want, and answer in kind. However, a shift began to occur in the use of social media as marketers used various platforms to send targeted messages to consumers.

Social Media Going Forward

If you want to complete in the marketplace today, real-time connections with consumers on social media are the key. Live streaming is increasingly popular, and other social media sites like Periscope, Blab, and Snapchat are gaining steam as viable online marketing options in the social media world.

How to Take Advantage

Not only do you need to diversify social media activities as a part of your online marketing strategies, you need to capitalize on the power of videos on your website's landing page. Contextual, personalized videos that match up with the target audience from your ad sources to ensure that relevant content is delivered to the consumers engaging with your brand on social media and visiting your site as a result.

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