How to make the most of social media
The best way to build a following on social media is to use it effectively, but marketers also need to understand the social media landscape and adapt accordingly, according to a study from McKinsey & Co.
The report, which analyzed the social marketing strategies used by 500 million people, found that people who are more active on social networks have a more active and engaged audience than those who are not active.
The most active users on Facebook are more likely to be women, and they’re more likely than men to have a high school degree or less education.
McKinsey said that people that are more engaged with their social media use are also more likely engage in a variety of online activities such as creating content and posting to social networks, and posting more often than their peers.
In addition, the report found that women are more responsive to their social accounts and that people of color are more social media savvy than white people.
“If you want to create a more positive and engaging brand experience for your brand, you have to be able to reach out to your customers, and the more active your brand is, the more likely you are to engage with your customers and to deliver better value,” said Michelle Fennell, a McKinsey global head of brand strategy and communications.
“We’re seeing an increasing number of brands that are using social media to reach a wider audience, and those brands are able to drive engagement across all platforms, regardless of their demographic,” she added.
The study also showed that the most successful social media brands are those that have a “big, bold and meaningful story” in their content.
McKenzie’s research showed that a strong brand story is key to driving engagement on social platforms, and McKinsey said the biggest marketing opportunities for brands to grow on social are content and brands that “speak to the heart of their audience.”
“The key to being successful in social media and having a successful brand is a compelling story and it has to be meaningful,” Fennill said.
McGillsey said its researchers believe that brands are doing better than ever in terms of creating and maintaining an online presence.
“In a lot of ways, our findings show that consumers are increasingly willing to share content on social, with people who value it more than other types of content, and are more inclined to share that content,” Fenton said.
“We see more engagement on Facebook, Twitter, Instagram, Snapchat and Pinterest.”
McKinley’s research was based on the analysis of over 500 million Facebook, Instagram and Twitter users from the U.S., Canada, the U-K.
It is the first study to examine the impact of social content on brands’ online reach, which is a key metric in the development and optimization of brand communications.
The company also conducted a study of more than 300 million people from all over the world and found that consumers’ engagement on digital platforms is increasing.
“Social media platforms have helped brands reach a broad audience and increase their online reach,” Fesson said.
“This has created an opportunity for companies to expand their reach across multiple platforms and be more effective in all areas of their marketing,” she continued.
“More people are sharing content, more people are connecting with friends and family, and more people use social media for business purpose.”
McKennsey said it is vital that brands continue to focus on engaging their audience through social media as they do in the traditional media marketplaces.
“The biggest drivers of online engagement are brand stories, but also the stories of brands in other areas,” Fannell said.
Companies can also utilize social media platforms to reach more consumers and create more engagement across the board.
“When you look at social media in general, it’s important that your brands and social media content is engaging people and building a community,” Fessen said.