New and Now in Social Media
What’s new in social media? Everything. Here are some of the hottest trends, along with some tips on putting them into practice.
Tip: 80% of your content should be relevant to the customer, while 20% can be about your business, products or services.
MESSAGING
Want to talk to Millennials? Then Forbes suggests over-the-top (OTT) and SMS messaging. OTT is instant messaging services offered by third parties such as Facebook’s WhatsApp.
According to Hubspot, “Brands are using messaging apps to communicate one-on-one with customers, which is completely changing the way customer service gets done.”
Looking ahead, suggests Forbes, “Marketers should anticipate less social networking and more messaging for instant, real-time connection.”
CONTENT
As for content of those messages, follow the 80/20 rule. As Inbound Marketing explains it, “80% of your content should be relevant to the customer, while 20% can be about your business, products or services.”
LIVE VIDEO
Media Examiner reports that 14% of marketers experimented with interactive video in 2016 and, according to Wyzowl, 43% plan to use it this year. In addition to Facebook Live and Periscope, Instagram and Twitter launched their versions of live video streaming late last year, and Facebook Live is adding 360-degree capabilities later this year.
In addition to covering events, try hosting Q&A sessions and product demonstrations or packaging and promoting live videos as a series.
AUGMENTED REALITY
It was Pokémon Go in 2016, and Facebook acknowledges it is experimenting with AR in 2017. According to Forbes, “Like live video, augmented reality creates new opportunities for brands to connect with their audience by sharing experiences, rather than just information, on social media.”
SOFT SELL
Aimia reports that 56% of consumers use social media to browse products. Hubspot suggests, “Instead of sharing a photo of a product, share gift ideas and product trends.”
NEW AND NEXT
- Virtual reality is still new to the scene, though TOMS already uses it to immersive viewers in their missions.
- Ephemeral or disappearing video is growing and is good for contests, interviews, and behind-the-scenes moments.
MAKING IT WORK
- SHORT AND SWEET. Jeremy Gutsche, founder of TrendHunter.com, says, “Short-term memory appears to have a finite capacity of seven (+/- two) items. That equates to roughly 2.5 seconds of information.”
- THANK YOU. Eric White, O.D., owner of Complete Family Vision Center in San Diego, says, “At the end of the day, I email patients who had a comprehensive eye exam from my personal email. It takes 15 minutes, and the return has been incredible.”
- VIDEO SERIES. Justin Bazan, O.D. owner of Park Slop Eye in Brooklyn, suggests creating a series of short videos on one particular topic, like answering questions about dry eye.
- FOLLOW THE LEADER. According to the Eyecare Business 2017 Frames + Sunwear Focus Group Study, 73% of ECPs are currently using social media for their businesses. 85% use Facebook and 20% use Twitter.
What about you? How do you utilize social media? Tell us and share in the Facebook conversation here.
Erinn Morgan
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