Is Social Media Even Worth It Anymore?

Ana Gotter contributed to this article. In the past, social platforms used to drive significant traffic to publisher and brand websites. However, now these platforms aim to keep users engaged within their own digital walls. With constant algorithm changes, lawsuits, potential costs, and the transient nature of social media trends, many businesses are starting to question the value of investing resources into social media. Michael Brenner, CEO of Marketing Insider Group, suggests that clients spend less time and budget on social media since it only generates a small percentage of traffic and leads. It’s important to consider the current state of social media and evaluate what your content program can gain from it. These suggestions can help you determine which platforms to invest in and how to make the most of your resources. It’s important to experiment and diversify, but also exercise caution. Social media sites exist to benefit their parent companies, so it’s important to establish a strategy for investing in owned platforms where you have more control. This includes your blog, website, and email newsletters. By maintaining investment in these channels, you can continue to communicate with your audience regardless of changes in social media trends. If you decide to continue investing in social media, it’s important to align your strategy with your audience and goals. Use social-listening tools and audience research to determine which platforms your audience engages with the most. If engagement is dwindling on a particular platform, it may be time to diversify and focus on other channels preferred by your audience. Quality and originality are key when it comes to standing out on social media. Focus on providing valuable insights, thought leadership, and unique perspectives to increase audience interaction. Paid social ads are becoming increasingly important as organic reach declines. Consider investing in paid campaigns and offer valuable downloadable content to drive conversions. Building trust in a time of social media distrust is crucial. Explore invitation-only options like Discord, Reddit, or Circle to build a more authentic and organic engagement experience. Finally, it’s important to know when to pull back from social media. Be prepared to leave platforms that no longer align with your brand values or where your audience no longer wants to engage. Conduct regular meetings to review what’s working and develop an exit strategy if necessary.



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