What's the Reality of Social Media for Business? [Podcast]
Social media has a reputation for being one thing, when in reality it's something entirely different. So what is social media for business, really?
Click below to listen to the podcast, or keep scrolling for the highlights.
What exactly is classified as social media?
People typically think of social media as this small group of heavily-used sites like Facebook, Twitter, Instagram, and LinkedIn. Those are certainly part of it, but social media isn't just a bunch of websites.
Social media is basically the state of the internet. Everything is social these days.
Social media isn't just a few websites. It's the current state of the internet.
Just because you're doing it, doesn't mean you're doing it well.
Creators have done really well to make their social media platforms super easy to use. But people mistake a platform's ease of use for their own skill.
Just because you post a picture and get twenty likes, doesn't mean you're using social media well. It's like eating. Everyone eats, but not everyone eats well. Engagement only matters so much as you get conversions.
Social media is like eating. Everyone eats, but not everyone eats well.
Find your targets, even if they're not in obvious places.
Businesses tend to think that the best place for their brand to be is wherever there's the most people. That's simply not true.
The best place to be is where your targets spend their time and money. There's no one best place, because the place your business needs to be depends on what you do and who your target is.
There's no one best website or platform. It depends on where your targets spend their time and money.
Social media actually empowers our sociability.
Non-Millennials - and even a good chunk of Millennials - think social media is destroying our ability to foster non-digital relationships. But the research - and logic - shows the opposite.
People's confidence to initiate face-to-face conversations, in certain age groups, decreases. But it actually gives people more social interaction more commonly, which is prove to help those people build relationships and navigate complex social constructs.
Social media isn't destroying sociability, but improving it.
What happens next?
Over the next year or so, brands will likely move from trying to engage more people to engaging few people for longer. Ultimately, this will be better for everyone.
There's probably going to be some new startup to disrupt everything, but for the time being the trends are split between video and long-form content (~2,500 word articles).
Brands are starting to move away from getting a ton of micro-engagements in favor of getting fewer engagements for longer, because that's what's converting.
Over the next year, more brands will focus on keeping fewer people engaged for longer.