Consumer brands on social media are not a new thing, in fact, the brand “boom” on channels such as Facebook and Twitter was about seven years ago. In those seven-ish years we’ve seen social platforms grow up, go public, and become huge legitimate businesses. Their users have grown up and adapted as well, as have those users’ expectations and behaviors, how they consume content, and where and when they consume it. So it comes as no surprise that brands have had no choice but to keep evolving on social media, too, if they want to reach the right people with their messaging, stories and content, and make those stories matter.
We’ve all seen them. They’re still everywhere. As consumers, you’re either intrigued by them or they completely annoy you, depending on your own personal goals. I’m talking about social media sweepstakes, giveaways, and sometimes (but not always) contests. And I hate them, well, most of the time.
There are three quite different areas that fall into what we once knew as “social media”: content marketing, social advertising (paid social display) and community engagement.
Let me break these down for you…and hopefully add a little clarity to the mysterious world of “social media” for businesses as it sits in 2015.