By next year, the number of social media users in the United States is forecasted to reach 257 million. Worldwide, Facebook remains the largest social media platform with 2.74 billion users. Social media has changed the way people interact online. Not just with each other, but with brands as well. Brands of all sizes and stripes know social media is the future of advertising, but too many use it poorly. All the advertising dollars in the world are useless if content doesn’t reach its target audience.
Used correctly, social media builds loyalty and influences buying decisions. Successful brands go through 3 phases in their audience search. The first lasts about 2-3 months. It involves examining the brand’s content, shooting a wide net, and filtering based on demographic returns. Key concerns in this phase are environmental, foundation, and sensitivities. The next phase can be shorter; it requires a brand to refine their tone and timing to best suit the target audience they’ve found. In the final phase, brands focus on audience feedback without making knee jerk reactions. If the first 2 phases were completed correctly, this formula will offer consistency without causing worry about a social media platforms’ specific algorithm.
Source: Bang Productions
