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On my phone I have an alert set up that tells me my weekly consumption and time spent by type.
It’s no surprise that just like millions of others around the world my use of social media has dramatically increased, especially on LinkedIn and Twitter as I try to keep up to date with sentiment and behavioral changes as a result of the crisis.
Whilst social media platforms have been around for many years, it also seems that businesses are only just working out that shifting their pre-Covid ‘advertise and promote’ thinking into what is a ‘social’ environment isn’t cutting in.
In fact it’s simply pissing people off more than those stalking re-marketing campaigns your agency said would produce a great ROI.
What they didn’t tell you, or show you was the 98% of people who they annoyed, and probably managed to damage your brand integrity.
When you think about what you do when consuming content it might help if you step back and think ‘maybe others do what I do’.
I came across this really interesting infographic in the link below that took a snapshot in early April 2020 around the generational consumption of content across digital and analog channels.
Whilst it’s a snapshot early on in Covid time it highlights that the younger you are the more you are skewed towards using digital mediums, but that Gen Z and Millenials are also consuming what older generations would call traditional channels. Whilst the bias is pretty much spread relatively even for those older groups in age range of 38 – 56.
Recent studies have documented a situation in which a little more than 10 percent of consumers who make purchases on the Internet trust advertising, while the opinion of friends from social networks for almost 80 percent is decisive when choosing a particular offer.
When I talk to the C-Suite, one of the questions I ask is for them to tell me what the last 3 adverts they saw on social media were about, and what they did after they saw them – now I know this is a rhetorical question, but each and every time the answer is the same ‘We can’t remember the ads, so of course we did nothing’.
We then ask them why they think other people would behave any different than them……..
So, if you had this visual view would it, or should it help direct your content strategy?
Being social isn’t all about you, its about joining in with conversations, creating new conversations, looking for and involving in like minded communities, or creating communities that are aligned to your values.
