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Have you read the article quoting the Forrester research? Apparently social media isn’t working for most companies as posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even worse: a mere 0.07% of followers actually interact with those posts.
I am not surprised by the results, but somewhat disappointed by the findings and recommendations. It isn’t that social media isn’t working, it’s that companies still use the traditional marketing approach for social media. Most companies don’t place enough value on content marketing. They don’t know how to create outstanding content and then they only post it to their own Facebook wall and Twitter feed because they believe the world revolves around them. The world has changed.
Social media still is the place to be. It is becoming more important than Google; for brand building, for lead generation… you name it. But it is much more difficult to use. It isn’t just one channel, but thousands. It isn’t based on active searching, but people sharing. It isn’t dominated by one algorithm, but owned by many small and active communities.
We have found that companies so desperately try to get people to come to their social media channels and forget one simple thing: in our day and age, people want to be engaged on their own terms, connected within their own communities. So, go where your target audiences spend their time. Build social media relationships around existing communities and create meaningful relationships by actually delivering value. Once companies take this approach, social media usually starts working for them.
It isn’t easy to target these communities. It is quite time consuming and resource-heavy, but that’s where we, Candarine, come in:
We have built a tool that analyses your content and based on this analysis recommends you the most relevant social media communities. If you agree with our recommendations, we’ll share it with all the chosen communities on your behalf. It sounds simple, right? It took us several years to make the process as smooth and deliver such high impact, so that now it is very easy to use and saves you a lot of time and money.
So far we have used it mainly in the recruitment industry, but now more and more companies are starting to approach us from other industries as well.
If you are interested to learn more about Candarine or to run a trial campaign, just contact us at info@candarine.com or call +44 7765 247778
Author: Felix Wetzel
