The question is no longer whether or not it works; rather, it’s how to best integrate influencer marketing in a scalable way. Here’s what to watch—from several digital engagement pros: Stop reaching. Many social media marketers focus their efforts on reach. Regardless of your reach, an influx of emerging social media channels makes it tough for brand managers to keep their audiences engaged. When it comes to ego, Shore says to leave it offline—especially when working with influential users or brand ambassadors. Is your strategy working? Consumers want to feel involved, so customer reviews will become essential to an effective marketing strategy. Interacting with customers in a way that reflects your brand identity is key, Hall says. Though this realm of user-generated content seems like the Wild West, marketers can boost their [odds] by empowering their stakeholders with the right content, making sure they understand the overall brand narrative, and by promoting [positive] user content. In 2017, we’ll see more customer reviews and product information becoming completely integrated.
To keep up with trends, consumer inquiries and engagement efforts, it’s imperative that PR pros and social media managers learn new skills and apply them to their current strategies.
To more effectively engage with audiences, automation marketing outfit TapInfluence foresees an increased dependence on the relationship between brand managers and influential social media users.
Here’s more, from its 2017 predictions guide:
Influencer marketing has emerged as a real line item in the modern marketer’s toolkit. The question is no longer whether or not it works; rather, it’s how to best integrate influencer marketing in a scalable way.
What else should social media marketing teams have on their radar for the coming year?
Here’s what to watch—from several digital engagement pros:
Stop reaching.
Many social media marketers focus their efforts on reach. In their current campaigns, plenty seek to cast an extremely wide net with the hope of catching some big fish—or influential users. Should this be the strategy moving forward?
TapInfleunce marketing communications manager Michelle Dziuban says the size of your audience won’t matter as much as the drive of the people with whom you engage.
Here’s more:
Reach is sexy, but it will only get you so far. Audience size doesn’t matter and people will start to catch on to this in 2017. In the past, social media stars were measured by the number of followers they had on Twitter. 2017 will focus on those that can drive more engagement because the content they produce is relatable and can authentically resonate with their audience. Tap into users’ passions instead of [focusing on] reach.
Customization—not content—will be king.
Regardless of your reach, an influx of emerging social media channels makes it tough for brand managers to keep their audiences engaged. Here’s what Lithium’s vice president of marketing, Dayle Hall, suggests to avoid getting lost in that shuffle:
It seems like a new social network launches every week, and each of them with new media through which we can communicate – Snaps, live video, emoji, etc. With this proliferation, it can feel like an insurmountable objective to ensure you are showing up in the right places.
For a brand manager looking to incorporate social media more centrally, it’s important to first understand where…
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