Useful Pointers for Your Social Media Strategy
There's a lot of planning going on in the business world at the moment: our social teams are preparing for 2014, and perhaps by default, that also means trying to look beyond 2014 at the kinds of strategic, structural and systems challenges that should be on our radar.
And in looking at these future challenges, there are several really interesting insights from the hundreds of feeds and dozens of reports I've read over the last few weeks, which really bring some focus to where most businesses need to be:
Mobile Social Media
Forget the 'this is the year of mobile' hype: mobile compatibility is a given. Smartphone adoption and the growth in 'mobile social profile management' and its associated behaviours will challenge you to fundamentally change your approach to how you communicate TO your audience, but also question how you might expect your audience to communicate with you:
- Global smartphone penetration has risen from 5% in 2009 to 22% by end of 2013
- Mobile internet use has grown 60% since 2011
- Sharing of photos and location via a microblogging service rose 80% since 2011
- Universal Mcann Wave 7 research also suggests 34% more people use their smartphone to manage their social media profile than in 2011 (the fastest growing device compared to Desktop in 1st and Laptop, 2nd)
- What two things do these 4 fast-growing platforms have in common?
1) They are all predominantly mobile-first channels
2) They are all visual/image-based
...and a third one for good measure...they reflect "the moment", the often-cliche'd "real-time" marketing. Point proven?
An Aging Social Base
The Big 4 (Facebook, Twitter, YouTube and Google+) are not only reaching maximum penetration but are filling with an aging population. Are you ready for what that means? Are the audience, whose eyeballs are already seeing unrivalled levels of competition for attention, even there any more? And how are you going to adapt your long-established social messaging to an older audience whose natural instinct may not be to share but merely communicate with each other?
- Twitter's fastest-growing age group is 55-64 year olds, +79% compared to 2012
- Facebook's fastest-growing age group is 45-54 years olds +51% compared to 2012
- The Median age for Facebook is 37.5 years
- The Median age for Twitter is 33.8 years
The implications of just these two areas on behaviours, content, process and the wider business are phenomenal and go way beyond the immediate 12-months. And if you don't start planning for this fundamental change now...well...let my friend Ferris give you a heads-up:
My role role is to plan and deliver the Telefonica Europe Global and European digital and social media vision and initiatives and make sure we continue to be seen as a beacon of both social media innovation and best practice.
I was previously Head of the award-winning O2 UK social media team, which recently won the inaugural Twitter flock award for outstanding use of the Twitter platform.
Other Posts by Paul Fabretti
Social Media Today