Think Disruptive: Businesses on Social Media

Ross Miles - 19.10.2017

Think Disruptive: What’s the best social media platform for businesses?

Predictions suggest that, in 2018, the number of people actively using social media worldwide will increase from 2 billion to 2.5 billion. This provides brands with a powerful way to connect with a huge audience.

But what social media do businesses use the most and how valuable is it? A new report by Clutch and Smart Insights surveyed 344 social media marketers to find out.

Social media and its impact on revenue

Businesses want to know that their investments are paying off, and it’s clear that social media is a valuable asset. Of those questioned, more than half (52%) said social media has helped increase company revenue and sales.

The positive influence social media has on revenue and sales was reported by more B2C marketers than B2B, with 58% compared to 46%.

But one thing is for certain, social media will become more influential for more companies as it matures.

Valuable platforms

The platforms businesses use the most are, predictably, the ones that are most valuable to them. These are: Facebook (89%); LinkedIn (83%); YouTube (81%); Twitter (80%); and Instagram (56%).

One of Facebook’s advantages is that it appeals to a wide range of people, of all ages, and usage is split almost equally between genders. This means that, no matter who their target audience is, there’s a good bet that marketers can target them on Facebook.

The platform also has a great influence on its users. According to research discussed by The Drum, Facebook influenced 52% of consumers’ online and offline purchases in 2015. And the proportion is likely to have grown since then.

There are over 50 million businesses already on Facebook, so if you don’t have a presence on there yet, or you haven’t updated your profile for a while, you’re lagging behind.

What content best engages consumers?

The content that marketers share on social media should engage consumers and inform them about their company to enhance relationships between the brand and the customer.

To get the most engagement, marketers should use a mix of written articles and visuals as the research found the most engaging content was: written content (27%); videos (26%); images (24%); offers/promotions (10%); and infographics (7%).

When it comes to the content businesses are sharing, more than three quarters (78%) share mostly original content or content produced by their company, while just 6% share mostly curated content, sourced from other reputable, relevant sources.

Social media channels can help businesses converse and engage with customers and prospects. Get in touch to see how Fireworx can help you get the most out of your social media marketing budget.