It's no secret that social media is a cornerstone of modern marketing practices. It plays a key role in establishing, and maintaining, your organization's digital presence by engaging your prospects through a continual, interactive, stream of content and updates. Social Media is a highly relational tool, ideal for prospect connection and communication. It provides unmeasurable benefits through awareness alone, but also highly quantifiable benefits such as lead generation, post-consumption service and paid advertisements. It's metrics can be measured through the platform itself, third-party services or a comprehensive marketing automation platform.
So why is social so often viewed as a mystery? Companies might know they need Social Media, but they frequently don't know why, or what they should do to make their social strategy an effective part of their marketing campaign. Fortunately, it is in this that metrics have more than one role to play. Rather than looking at analytics as simply a bottom-line measurement of failure or success, we can also assess the results of different statistics with the goal of creating a more optimal social strategy.
A recent study by Hubspot provides some key statistics to help you and your organization create an efficient (and effective) Social Media strategy. They assessed 5 of the primary social platforms. We'll look closer at the 3 of them that most organizations tend to utilize: Facebook, Twitter and LinkedIn.
- Facebook is a highly visual platform. Statistics show that updates with images generate 2.3 times more engagement. So as often as possible, utilize images in your Facebook posts.
- Likewise, the addition of videos creates even more interest. Adding a video to your Facebook page is likely to create 16% more engagement than images. Be careful to keep the videos short, as you will lose your audience's attention quickly.
- Although Facebook allows for the use of nearly 64,000 characters in a post, studies show that a more ideal length is 40 characters. Few viewers will click a "Read More" button while scrolling through their Social Media.
- Know your audience: LinkedIn is the professional's Facebook. Used to search for jobs, upload resumes and connect with groups and businesses (among other things), LinkedIn has over 467 million members in over 200 countries and territories.
- Reach your audience: LinkedIn has conducted studies on their platform that show companies should plan to post updates around 20 times a month in order to reach 60% of their audience.
- LinkedIn isn't exempt to the brief message guideline. While users might click on outbound links to read further, they respond most favorably to a 16-25 word post.
- Social Media, as a rule, is often optimized through visuals. "Tweets," as Twitter's posts are called, receive on average 18% more clickthroughs, 89% more Likes, and 150% more retweets when an image is utilized.
- Social Media is all about reader engagement, and Twitter more so than other platforms. If you're investing in Social Media it's important to have personnel monitoring your organization's account for messages and replies at all times. Note that research shows that 60% of consumers on Twitter will expect you to respond within the hour.
- While Twitter only allows 140-character updates. Think "less is more", as an ideal tweet consists of only 100 characters.
From content offers that facilitate inbound lead generation to event monitoring and crisis response, social has become an important tool for every organization, in all sectors. Using these statistics as guidelines for social optimization, your organization can create a Social Media strategy to capitalize on a personal level of prospect engagement that social offers.
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