Now that we’re more than halfway through 2014, it might be a good time to take a look at how local social media marketing has changed since the start of the year. Overall, social media networks are providing advertisers with more options, and Facebook in particular is pushing more businesses to pay to reach customers through organic search.
Increase your engagement with social media users
Even without paying for advertising, however, there are ways to increase your engagement with social media users.
First, it’s impossible to overestimate the power of mobile when it comes to social media. Some businesses might be surprised to learn that
less than 50 percent of social media activity is performed on a desktop computer. In fact, 68 percent of Facebook users are logging on to the network on their mobile phones, and that figure is likely to increase.
Also, 86 percent of Twitter users
and 92 percent of Pinterest users are accessing these sites through their mobile devices.
The bottom line: Your company can’t afford to neglect mobile users anymore.
Of course, there are always a couple of exceptions to any trend. The majority of LinkedIn and Tumblr users are still viewing these networks on a desktop computer, but this is likely due to corporate social media policies. Because many employers block websites such as Facebook and Twitter — and not LinkedIn, for instance — people are turning to their phones to log on to the majority of social media networks while they’re at work.
Practical tips for businesses
Businesses can tap into the power of mobile technology by taking advantage of location-based advertising. Because users’ mobile devices
tell you their exact location, you can write localized ads that will help your customers find what they’re looking for.
See also: Three key platforms for selling insurance via social media
Also, it may be wise for businesses that have a blog to design a mobile-friendly blog. Sometimes developers can make a few tweaks to
your existing blog that will make it much easier for people to read while they’re on the go.
Mobile users are more likely to read — or at least skim — content that’s quick to load and easy to browse on their devices. If your
blog content doesn’t load within a few seconds, people are likely to leave your site.
It’s easy to make small adjustments to your social media strategy when you consider how mobile users interact with their social networks. Most often, they have enabled push notifications from their social networks to alert them of new messages.
See also: Stay ahead of the curve with social media, online and mobile tools, Pt. 1
| Pt. 2
If your company sends the same message from Facebook, Twitter, Pinterest and Instagram all at once, the user will receive four alerts, and they might become frustrated with your company. To avoid this, try creating a unique content strategy for each social media site.