As social media has grown and evolved, the reasons people use it vary. In the past, many users would keep their Facebook accounts more personal and reserve LinkedIn for strictly business. Though some still try to stick by these rules, the lines have gotten blurred. I often hear people say they would like to delete their personal Facebook accounts but can’t because their attached to their business’s page or because that’s how they keep up with their family. What’s more, people seem to be going back to the idea of wanting a more private network such as Instagram. What do you prefer?
It’s actually a bit of a catch 22. We marketers wanted social media to grow. We wanted to draw consumers in and convince businesses that they should adopt marketing through their social channels. Yet, as this has happened, each network has become much more saturated making marketing much harder.
News & Social Media
In a new study from the Pew Research Center and John S. and James L. Knight Foundation called “The Evolving Role of News on Twitter and Facebook,” 63 percent of the more than 2,000 U.S. adults surveyed said they viewed both Twitter and Facebook primarily for news. Understandably, Twitter is considered the best channel for breaking news with just 31 percent going to Facebook for news to break.
Other interesting findings from this study include:
- The rise in the share of social media users getting news on Facebook or Twitter cuts across nearly every demographic group.
- When it comes specifically to news and information about government and politics, Facebook users are more likely to post and respond to content, while Twitter users are more likely to follow news organizations.
Does this information matter to marketers? Yes! Marketers need to know the reasons their audience goes to each social channel. Now, most small-to-medium-sized businesses do not always relate to hard news, but since statistics show a large portion looking for news, marketers need to tailor their content accordingly. Here’s how:
1. Avoid Fluff Content
Audiences everywhere have gotten smarter, but this is especially true for social media audiences. No one has time for fluffy, salesy content. It doesn’t make people want to follow your page or buy your products or services. Instead, it turns people off.
2. Be Authentic
If people have their eyes opened for news, they don’t want to play games. This doesn’t mean that humor can’t be incorporated, but it does mean that every business should have a clear and direct strategy. In other words, don’t post just to be posting. Keep your goals in mind, watch audience trends, and honestly communicate with your audience. It’s really not difficult, but so often, marketers neglect being real, which can severely hurt them.
3. Piggyback on News Event (But Use Caution)
When possible, use a news event to your advantage. For instance, if a famous person passes away, use an inspirational quote from them and turn it into a meme. Another situation could be that your state or the government is passing legislation that could help your industry or businesses in general. Political involvement can be controversial, but if your business is passionate either way on an issue, you should let your voice be heard. If you have correctly identified your audience, they will likely support your stance as well.
It’s important to understand that the “when possible” mentioned above has to carefully be taken into consideration. It’s up to the business, but we would not recommend trying to piggyback on the recent SCOTUS ruling or Iran, for example. While these are no doubt very popular topics on Facebook and Twitter, these topics could alienate your business. Your posts could go viral, but not in the way you want. And, when it comes to social media, bad publicity is very real and brings a host of reputation management issues.
Doing this correctly is more about taking a tragedy and creating an online contest to give your audience an opportunity to contribute. Or, creating a meme as suggested above. It’s also about thinking on your feet like Arby’s did with Pharrell Williams during last year’s Grammy awards.
Ultimately, connecting with your Facebook and Twitter audiences depends on how well you know them. Studies like the one from Pew Research Foundation and John S. and James L. Knight Foundation help to show trends that may create opportunities for better engaging with your audience. But, it’s up to you as a marketer to do your research and see if it applies.