The latest report on “State of Social Media” by Awareness forecasts that 2012 will see an increased of used of various social marketing platforms. And it will go beyond the big social media sites such as Twitter, Facebook, and LinkedIn. Other social channels including Youtube, Flicks, Blogs, SlideShare, Foursquare and Tumblr are likely to experience a major growth in this year. As a marketer, you are already aware of the necessity to reach out through various social channels and networks for engaging and enticing buyers. In 2012, you need to navigate a progressively more fragmented social media market. As a result, it is essential to find tools to reach out to the different social channels.
In addition, you need to keep your eyes open for some social media marketing trends. And monitoring is one of them. Businesses often invest a good amount of time and money on digital marketing campaigns and social media. However, they fail to realize the necessity to monitor the various social channels like Twitter and Facebook. They also overlook the necessity to hire the right person for creating content for such social channels. If you are one of them, it’s time to pull up your socks. The year 2012 is likely to see the explosion of social media monitoring tools and software. Third party monitoring software and content tools will fill up the market to help businesses stay on top of media feeds at once. This, in turn, will enhance the ability of the businesses to respond instantly. In addition, such monitoring tool will help businesses to measure the radius of influence of their social media marketing campaigns. As a result, marketers can focus on the core prospects.
Another trend to lookout for is the advancement of ROI measurement. Measuring social media ROI are based upon the statistics of social presence including the number of followers, mentions (share) likes and comments. However, you are likely to see the evolution of other methods to measure the success of social media campaigns. For example, Google Analytics and similar tools can help you to identify content that is creating the social buzz and highest amount of engagement. In addition, they can help you to pinpoint where your visitors are dropping off. This will help marketers to determine a wide range of social activities including the value of a comment, share or like as well as the role played by social contests and giveaways in terms of lead generation.
Finally, this year is likely to see the progress of content creation. Every social channel needs great content to reach out to the people. Besides, they need the right message launched at the right time to attract the users. Marketers now need to use content to encourage positive word-of-mouth marketing on the social channels. And what could be better than testimonials, positive reviews, community stories, photos, and videos on their social channels. This, however, is a difficult concept to master.
Infographic – Social Media Trends 2012