Upside-Down Thinking by Patric Fransko
by Patric Fransko
January 11th, 2017

Three Important Social Media Marketing Trends for 2017

Well, the holidays have come and gone, and it’s time to focus on the new year ahead. As we think about 2017, I wanted to share three important shifts in social media marketing that you should be aware of as you plan your strategy for the coming year.

  1. The phone book of 2017 – I am giving away my age a bit, but when I first entered the business world, a company’s Yellow Page ad said a lot about the size, credibility, etc., of that company. The larger and more professional the ad, the better your impression typically was of that company. The same can now be said of the primary social channels, specifically Facebook. It has become expected that a company will have a Facebook page for the business and it will be professional looking. If a company does not have a page, or it looks cobbled together or inactive, that sends a message to the client about that business. A well laid out and active Facebook page lets customers know that your business is current, relevant and professional. Seeing how having a page costs you nothing other than a bit of time, you really have no reason in 2017 to not have a solid business page for your company.
  2. The free ride is over – While it was once possible to focus on getting page likes in order to get your message out to the audience you wanted to reach, that’s no longer the case. The increased noise on most social networks has caused them to implement ways that filter the content reaching the end user to include the things they are the most interested in first. This means that many posts from pages that a user liked at one point get buried. Either the user must scroll the feed for a long time to see the post or they may never even see it at all. So, what’s the answer? Paid ads on these platforms. Using paid ads not only ensures that your audience will see the ad, it allows you to target that audience in such a way that only shows the content to those most likely to respond. So, although the free ride is over, you can still reach the audience you want for a reasonable budget if you know how to target the ads.
  3. Create a “Thumb-Pause” moment – Content is still king! Well, this isn’t anything new, but it has gotten even more important in 2017. As mentioned earlier, as use of social media continues to grow, the amount of noise grows with it. To have your company or content stand out from the crowd, it must be good. This includes everything involved in the piece of content. The image or video, the title, the text, etc. If you want to get noticed, you need to use an eye catching image, an interesting title that grabs one’s attention, text that causes a reader to want to see more, etc. If you are fortunate enough to get your content in front of a potential customer, you have a brief moment to grab their attention. If your content isn’t strong, it will pass right by with the scroll of a thumb. Employees at Facebook refer to the ability of your content to stop a user from scrolling their feed and pay attention a “Thumb-Pause.”

Are your posts creating thumb-pause moments?I hope that as we all embark on 2017, some of these points will help you with your social media marketing efforts. Best of luck in this new year!

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