Get Your Social Media Market Ready | Trends for 2017
Social media is more than just Facebook, Twitter or LinkedIn. It encompasses the people and the online communities they create, representing an actively growing, shifting and engaging network of real people communicating in real ways.
/noun/ People using content and technology to communicate with other people in a social network. Ref, Satellite Marketing
The action on social media is plentiful – something for everyone – yet no matter your market you can learn something from the expectations of millennials.
A lot of millennials’ motivation has to do with distributing photos of themselves on social media. The Harris Poll found that factors such as a craving for recognition (for example, how many likes someone gets on their Instagram post), and a “fear of missing out” help drive millennials’ cravings for experiences.
According to the Market Ready Index, most business-to-consumer social media (column 6) is scoring 46.0, although the 2017 target score is 71.0 – a variance of -25.0. Overall, the average B2C scores 50.9, 22.2 lower than the 73.1 target score. Based on best practices, these scores provide a metric for comparison.
Social Media Trends for 2017
As social media continues to embed itself into more and more parts of our world, there are some trends that could create more engagement in your communications.
As society becomes more visual, live video adds more “now.” and proof of authenticity. Live events, product teasers, live reveals, behind-the-scenes, Q&A session, interviews, demos – and more.
Live video exploded in 2016 and will continue to dominate conversations next year. Live video is racking up billions of views on Facebook, Periscope, and Instagram. Cisco reports that 75% of the world’s mobile traffic will be video by 2020.
Think social technology without the distractions.
Millennials want the personal touch, transparency and collaboration that the one-on-one communication allows. 62% of millennials are more loyal to brands that engage them via those channels and an estimated two billion users will be messaging through OTT apps by 2018.
According to Forbes, WhatsApp, Facebook Messenger, Viber and WeChat together have more users than the big networks: Facebook, Twitter, LinkedIn, and Instagram.
Businesses are already taking advantage of the huge audience base on social messaging platforms — on Facebook, you can click on an ad and it takes you directly to a chat window with the brand.
As more brands start to realize the value of social messaging compared to regular social networks, they’ll make even more efforts to have a presence there.
In Q1 2016, the average number of social messages needing a response grew 18% year over year. This has many brands looking for ways to increase their customer service resources and more are turning to chatbots.
- There are 11,000 active Facebook Messenger Bots.
- 34.5% of survey respondents prefer social media as the best avenue for customer care.
- Facebook Pages already have a customizable AI that provides some chatbot basics.
AI will know more about the person, customize responses, and emulate a real thoughtful person on the other end of the keyboard.
Getting Market Ready for 2017
Understanding where your social media presence is today is a first step in making the decisions and changes that can help you compete in the marketplace. The Market Ready Index™ Self-Assessment is a free (beta) resource that helps you understand where your social media, and other channels of Communication, is today.
It also provides benchmarks for B2B, B2C and NonProfit organizations to better understand how they compare to other businesses, just like them.
The point of all of this is that if you are really trying to make a different this year, then you’ll have to do something different this year. A subjective evaluation is a start, an objective evaluation is a next step. Get real about how prepared your business is to compete and you’ll stand a much better chance in reaching your goals. – kp