Is it a Crime to Check Out of Social Media?

prisoner in stripes

I’ve been away from social media for a LONG time. I checked out… and for good reasons.

First, it took almost eight weeks to combine my blog site with my speaker site. I redesigned it completely and merged the content. The old blog now redirects to the combined site. Phew.

Second, my time has been focused on a personal family matter. And, family comes first.

So, has my social media absence been a crime? Did I suffer from it?

  • Well, my SEO certainly took a hit. Even with an automated old post plugin, my site visitors are way That demonstrates how important engagement is to social media marketing success.
  • I didn’t get many sign-ups for my newsletter or free e-book either. That’s to be expected. Out of sight, out of mind.
  • I have no clue how my network is doing: who has a new job, who posted good content, etc.

However, I must admit, some good came out of it.

I feel refreshed. The time it took me to participate in social media marketing (SMM) was, and is, very time-consuming. If you are a solopreneur, or the only one responsible for your organization’s SMM, you’ll know exactly what I mean.

I got over the guilt for not acknowledging or connecting with new followers. If they didn’t block me for ignoring them, I’ll engage with them over the next couple of weeks.

And because my social media and content marketing strategies are intertwined, I got a much-needed break from the pressure to write new content on a regular basis. Let’s face it – being original, informative, and engaging is hard work!

So, now that I’m returning to Cyberspace, it’s a good idea to look at the newest research to see if I should make any tactical adjustments. I’m sharing some results from the 2017 Social Media Marketing Industry Report so you can see what’s new, too.

Is social media marketing worth the effort?

The study indicates that the top two benefits of social media marketing are increasing exposure and traffic. And, since most of us want to acquire new customers and engage existing ones, exposure and site traffic are both very important in achieving these objectives.

benefits of social media marketing graph

With as little as 6 hours per week: most marketers (91%+) indicated their social media efforts increased exposure for their businesses while 81%+ of participants found that traffic increased.

Other benefits to gain with as little as six hours weekly:

  • More than half were able to build new partnerships.
  • 69%+ of marketers saw lead generation benefits.
  • More than half say it helped increase sales.
  • At least 68% were more likely to gain marketplace insight.
  • 71% found benefit in building a loyal fan base (compared to 56% of those spending 5 hours or fewer per week).
  • Most marketers (57%+) gained thought leadership.

Which platforms should we use?

That depends on who your customers are. B2C (business-to-consumer) marketers are more focused on Instagram (17% more), Facebook (8% more), and Pinterest (6% more) while B2B (business-to-business marketers are more focused on LinkedIn (37% more) and Twitter (10% more).

B2B vs B2C social media marketing graph

Facebook dominates in the B2C space (72% of marketers select it as their number-one choice). And a big surprise here: for the first time, Facebook (43%) has passed LinkedIn (37%) as the most important platform for B2B marketers.

Other important findings:

  • A significant 85% of marketers use visuals in their marketing and 73% plan on increasing their use of visuals.
  • A significant 61% of marketers plan on using live video services such as Facebook Live and Periscope, and 69% want to learn more about live video.
  • Currently, 54% of marketers are using Instagram, yet 63% plan on increasing their Instagram activities and 71% of marketers want to learn more about Instagram.
  • When asked to select their most important platform, 62% of marketers chose Facebook, followed by LinkedIn at 16%.
  • This one’s a paradox: A significant 40% of marketers don’t know if their Facebook marketing is working and 53% have seen declines in their Facebook News Feed exposure.
  • A surprising 93% of social marketers regularly use Facebook ads and 64% plan on increasing their Facebook ads activities.
  • At least 91% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media. (This is a duh.)

If you’re interested, you can watch a video overview of the 2017 Social Media Marketing Industry Report on this blog post.

So, this is it. My first post after checking out for eight weeks.

I hope you’ll come back to visit regularly. Why not add my blog to your Feedly list? (Check out the link at the top of the sidebar.) And, while you’re here, sign up for my newsletter, too.

To your marketing and branding success!

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