Recent research from statista.com says 83% of SMBs use social media as a way of driving growth for their business. The same source says 70% of professional marketers claim to have been successful in gaining new customers using social networks.
These figures tend to support my own analysis. Social media has become one of the first things business owners and marketers turn to when they want to get more growth or launch a new product. But just how effective is social media in building your brand and growing your business?
I recently talked to customer experience professional and social media expert Augie Ray of Gartner. Augie argues that marketers “cannot achieve their goals with the limited and shrinking reach of organic social media. Within a year or two, I think all social media marketing will be paid ads, with little effort dedicated to organic and free marketing.”
Brandcasting on social media rarely works
Augie thinks that while some brands do have a great success with social channels as they have great brand experiences that involve their audiences (examples are sports, entertainment and lifestyle brands like Apple and Samsung). But most do not and should be wary of placing too much of their focus on social media for marketing.
Social media marketing which isn’t really social will always be largely ineffective whether it’s paid for or not. Brandcasting on social media rarely works.