I put out an article a couple weeks ago titled, “Are you a slave to social media?” Evidently it struck a chord, since it was my most highly shared and Tweeted piece this year. It also earned me an invitation to contribute to Social Media Impact, the top trusted social media news site out of the US http://socialmediaimpact.com/slave-social-media/. So I thought we’d follow up on it this week and dig a little deeper for valuable insights going into 2015.
Did you know that the average B2C business is now keeping up with seven social media platforms? And they’re spending an average of 20 hours a week on marketing. Much of that effort is the result of an explosion in online marketing choices. Link to the Content Marketing Institute study here. Or the small business trends study by Constant Contact here or more interesting facts.
On the receiving end of all this is the overwhelmed consumer. With 58% of American adults owning a smart phone, the digital culture has permeated almost every aspect of our lives. According to Nielson, the average American spends 11 hours a day with electronic media. Granted the majority is still anchored in traditional platforms such as TV and radio, but on average 2hrs and 8 minutes of our lives are spent on the internet or mobile device. It’s safe to say that many sub groups of the population are much higher than that. I’m thinking my teenager’s likely hit that daily average before breakfast!
What does all this tell us?
We’re wired more than ever before. And we’re busy with being wired.
Frankly many of us are overwhelmed. A UK study estimated that over 1 million workers fail to take their full allotment of holidays primarily because of anxiety over the work waiting for them upon their return. You can bet that the email inbox with over 1,000 unread messages has something to do with that. So here’s my prediction for social media and content marketing in the future:
2015 will be the year businesses are granted permission to kick under performing social media platforms to the curb.
Instead of chasing everything for fear of missing the next big thing, 2015 will be the year we focus on what works – the 2 or 3 channels where we know our customers reside and where they will share our content. We’ll strategically focus our content, BUT we’ll also strategically focus our channel. If that sounds like a trip back to the future, it is. It’s really no different than picking the most suitable newspaper, magazine or radio station from a mature market where there are many, many offerings in each category. The challenge with social media has been the steady emergence of platforms in such a relatively short period of time. Think of it as similar to trying to buy every newspaper or radio station out there for fear of missing something. That would be utter insanity. I think we’re approaching that saturation point with social media. Of course there will be many new platforms that will continue to emerge, offering micro targeted access to specific markets. But we’ll start to assess them strategically. Rather than just jumping on board, we need to step back and pick what is well aligned with our target market.
A good start is to be very clear about your business purpose and whom it is that you help.
Once you’re clear on those two points, it becomes much easier to focus your conversations. The same principles can be applied to your social media platforms. A narrow well targeted approach with one or two platforms used frequently by your target audience will beat a broad multi platform play any day. Of course creating content for properties you own, such as your website, blog and enewletter, should be your top priority before reaching out to social media, your outposts, to broadcast and engage.
I think 2015 will be the year that platforms shake out and business and consumers rush to stop the insanity, by critically assessing where to spend efforts. It’s time to be strategic and forget about the rest. I’m not necessarily advocating that you pick two platforms and dump the rest. But you could certainly focus 80% of your effort on those two that are well aligned, and put the others you’ve established in maintenance mode – updating basic info from time to time.
So relax and breathe. Feel your inner Zen when creating content. And simply give yourself permission to only focus on what matters.