Is social media dead? Truth is in cold, hard data.
I often hear business leaders and marketers alike complain that social media isn’t working. What kills me even more is when “social media” experts tell me that Facebook is dead. Both of these assumptions are flawed and I will share with you what I find works and what doesn’t.
Investing time for success in social media marketing.
Usually, when I hear business leaders tell me that social media isn’t working for them I inquire about their commitment to social media. I ask if their organizations have dedicated people whose job is to promote the business through social networks and if they have a clearly defined strategy for their social media program. The answer is usually no, and no. You don’t need to be a genius to figure out that without staff, and direction, you will not get far.
Opinions aside – evidence is in the data.
The second comment really gets me going as it is coming from so-called experts. When I ask those experts why they think that Facebook is dead, the answer is along the lines of:
I haven’t been on Facebook for ages.
Unlike the “experts,” a large portion of the world is still using Facebook daily and that shouldn’t be ignored.
Let your marketing metrics be your guide.
I like to measure the effectiveness of marketing efforts instead of making assumptions modeled on my own behaviors. Below is the data that shows three different B2C businesses’ Google Analytics Data.
Here is a screenshot of three of our clients’ websites that clearly shows that social is the highest traffic source in two of the three businesses.
Social networks data clearly shows that Facebook is the leading social network for all the businesses by far.
There you have it. For the three businesses outlined, social media is working – and the main channel is Facebook. This is only made possible through the management commitment to invest in social media and by hard work of the marketing staff at each of those businesses.
It is foolish to expect that anything is free or that it works on its own, social media isn’t an exemption.
If you want Facebook to work for your business, you will have to make it work.
Need help? We believe in marketing metrics to measure your return on investment.