Is social media still worth it?

The evolvement of social media, as we know it, from humble beginnings about 30 years ago must astound even the earliest online trailblazers. It has now even got its own special event – World Social Media Day, which takes place on Monday 30th June this year. 

Indeed, estimates vary, but it’s safe to say there are currently well over 100 social media channels, some with enormous power like Facebook, LinkedIn, X, Instagram, Tik Tok and YouTube. 

However, algorithm changes and content saturation can make it a challenge to reach audiences, with some businesses finding it more effective to use other channels, such as events or email marketing. 

Nevertheless, social media has transformed the way most organisations conduct business, opening doors to previously unavailable markets. 

So perhaps the question isn’t whether social media is still worth it, because it undeniably is, but rather – how do businesses get the most out of social media? 

Be selective with social media channels 

With so many social channels to choose from, it’s vital that businesses research which platforms are the most effective for them, such as in age demographics, size and location of audience. 

This means not spreading activity too thinly, but rather focus attention on a select few social media channels to provide the best return on investment and actually contribute to business goals. 

Start by planning the aim of your social media activity, which also depends on what resources are available. Is it to increase brand awareness, grow customer engagement or generate leads? 

For example, Tik Tok has a younger user base, likewise Instagram also has a strong presence among a younger demographic, but both have large numbers of consumer audiences, so are good for reaching a wide group and customer engagement. 

Meanwhile, LinkedIn is the platform for businesses wanting connections and leads with other businesses and allows audiences to be targeted by job title, role, industry, company, and more. 

Tailor messaging depending on the social media channel 

The various social media channels lend themselves to very different content. 

Visual content, such as video, does well on YouTube, Pinterest, Instagram, while LinkedIn and X can be a mix of text and images. 

Tone of voice is also important. For example, Facebook is very community driven, so wording should be accessible and easy to understand, while LinkedIn, with its professional community, hosts more technical insights and thought leadership 

Another factor to consider, as well as tailored messaging, is the frequent updating of social media algorithms, which decides what users see. These changes mean users have to adapt in how content is delivered to optimise content for each platform and audience. 

One tactic to keep up to date with algorithm changes is to post regularly with relevant content, as this indicates to the algorithm that activity is consistent and that your account is promoting engaging content. 

You can also optimise content by posting content when your audience is most likely to be using the platform – for example LinkedIn users may be online late morning on a weekday, or Facebook users may be evenings and weekends. 

It’s also important to understand how your audience consumes content, such as only looking at it for a few seconds, which means it needs to be highly engaging and the key messaging needs to be clear at the start. 

Be authentic on social media 

As previously mentioned, tone of voice on social media is incredibly important, and this includes being authentic. 

Being original, while also being trustworthy, will build followers and boast engagement. This can be achieved by having advocates for a brand as people are more likely to engage with what people say, rather than a company. 

An example of this is world-famous entrepreneur Sir Richard Branson and his role with Virgin, aligning issues he cares about with the Virgin’s brand ethos. 

Consider this, Richard Branson’s LinkedIn page has almost 19 million followers, compared to the Virgin LinkedIn page with 310k. 

Having a figurehead, who can talk about subject matters with genuine insight, knowledge and passion, provides a real focal point for posting informative content. 

Getting a professional opinion

Given social media’s potential to engage, drive sales and raise awareness, it is crucial for organisations to acknowledge that various platforms have different tones of voice because of their different audiences, which needs to be reflected in an effective social media strategy. 

Working with a professional partner with years of experience delivering social media content, campaigns and strategy, can see the best return on your investment, especially when implemented with KPIs and performance metrics. 

For a free, no obligation, chat please contact us here.