Social media: It's not easy, but it is simple- Volume 2.

This article is cross published from my blog, Marissa's Picks. View the original article here.

In 2013 I wrote an article for OMI (Online Marketing Institute) entitled Social Media: It’s not easy, but it’s simple.  The concept for the article was based around the idea that brands must be ready to send the right message to the right people, in the right place, at the right time. If you weren’t embracing social media back in 2003 then you were certainly missing out. 

Within the post I stressed the importance of brands bring prepared to be spontaneous, respond quickly and leverage trends and current affairs to send the right message at the right time.  The article resonated with many people and to this day is one of the top pieces of content on my blog.

Almost ten years later the idea behind that article remains the same. As marketers, we must embrace the change of emerging social media channels as a way to engage in a deeper and more meaningful way with our customers

“Progress is impossible without change, and those who cannot change their minds cannot change anything”- George Bernard Shaw

It’s no surprise that social media users’ numbers have surged over the past year with over 490 million new users joining social media this year which equates to an annualized growth of 13% and an average or 15 and a half new users every second.

Did you know that the average person has an account on more than 9 different social media networks and spends a daily average of 2 hours and 15 minutes on social media? (Source: DataReportal).

The Benefits of Having a Social Media Presence

The latest data shows that there are now 420 billion social media users around the world at the start of 2021, equating to more than 53% of the total global population. The means that 9 in 10 internet users are now using social media each month. 

Social media remains an ever-evolving platform. What happens one year can be entirely different the next. Many marketers still struggle with finding the right platform and insight as to how to better evaluate the clarity of each channel against resources such as time, efforts, and money.

So why should we invest in social media? Because it’s one of the best ways to increase exposure and pinpoint the exact people who need to hear your message. By having a social media presence you’ll increase the reach of your content and increase your message accuracy. Simply put with social media you can market more accurately, exerting less effort.

Why Does Social Media Matters to Your Business' Success?

Social media has changed the way we do business. People want information quickly and social media channels such as Twitter, LinkedIn, Facebook and more allows people to instantly access and redefine the way consumers research and buy products. 

91% of social media users are accessing social channels via mobile devices (Source: LyfeMarketing).  Social media helps brands widen their customer funnel and market to millions of people within their target audience. Brands who leverage social platforms correctly gain instant visibility social influence, therefore elevating their business miles above the competition.

It’s easy to come up with excuses for neglecting your personal social media presence. Maybe you’re not confident that you have something interesting to say. Maybe you don’t think you have enough time to invest. Maybe you are not as tech-savvy as you’d like to be. Or maybe you just feel completely overwhelmed by the size and scope of the social media universe.  - Michael Collins, CMO & Managing Director, CFA Institute.

Michael Collins said it best within a recent LinkedIn Post. He outlined that it's important to remember that social platforms are simply a set of tools. Yes, you need to know how to use them properly and effectively, but there are plenty of resources that can help your business be successful. 

Make Your Business Unique Through Social Media

As social media becomes even more integrated into our lives it provides countless opportunities for businesses looking to reach their audience through various digital initiatives.

Earlier this year I shared Social Media Tips for Small Businesses to Ensure Success In 2021. Within the article I asserted that of the most appealing features of social media marketing is the opportunity to set your brand apart in ways that matter to your customers.

Businesses who are able to develop unique content (through updates, giveaways, podcasts, polls and more) can strengthen customer engagement techniques which effectively give you another marketing channel.

For social media to work, it’s important to bring social media back to the foundation of what it aims to do, which is drive engagement. Having a clear and engaging social media /digital marketing strategy can help your businesses succeed in 2021 and beyond. 

So What is the Key to Social Media Success?

The Marketing Rule of 7 states that a prospect needs to see or hear an advertiser’s message at least 7 times before they’ll take action to buy that product or service. Therefore by leveraging social media and exposing people to your brand message through memorable, unique and authentic content, the quicker you’ll enjoy top-of-mind awareness in your market.

Once you’re able to establish your brand in the eyes of customers and other industry professionals you’ll be able to leverage customer influencer and effortlessly monetize from the power of your name alone.

Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads, sales or whatever it is you’re trying to achieve.  With more than three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing.

Project your digital professional persona for long-term success.For superheroes, getting into professional mode is as easy as slapping on some spandex, a mask and a cape. For the everyday person, the proper work mindset is less about attire and more about adopting a professional persona including developing engaging content.

Decide who you want to be within your digital persona and take actions to develop and share content to become that version of yourself. Action follows intention, and over time, you’ll find that adopting this new aspect of your professional persona feels as natural as putting on your coat before leaving the house.

If you’re still not convinced, I urge you to block out time to create content, engage on social media platforms and publish on a regular schedule. Think of each content piece as the springboard to initiate a conversation or to deepen relationships with your customers.

Social media itself is not easy, it’s lot to learn all of the platforms and go with the flow of constant change.  But that’s not to say any of this comes easy. It takes time, effort, patience and sometimes a thick skin. However, the bottom line is that it’s hard to imagine a future where social media, in whatever form, is less prevalent than it is today.

Social Media is essential for business, so I’ll end this article the same way I did in 2013. Make sure your brand is ready to send the right message, to the right people, in the right place, at the right time.

I'm embracing social media. Are you?