5 Key Takeaways from the 2017 State of Social Media

We recently sat down to listen to the 2017 State of Social Webinar from Simply Measured. As marketers, we strive to stay relevant in the social arena while ensuring our fresh produce clients maximize their return on investment. This year’s report validated our efforts in social media and reaffirmed much of what we already know. Our team of social media specialists actively practice and live these things each and every day, so we wanted to make sure we shared these key takeaways with our fellow fresh produce marketers in the hopes that you will feel validated or inspired, too!

Marketers are continually struggling with analytics

Throughout the webinar we heard different contradictions come up, over and over again. There is a wide recognition of the growing importance of social analytics but a lack of knowledge and willingness to take action.  While marketers acknowledge their need for analytics to measure the effectiveness of their social efforts and spending, many of them are not investing in the tools to needed to effectively measure analytics.  

Social media success “isn’t free”

It’s no surprise that social media has become a “pay-to-play” game. Paid ads are great for breaking through congestion and ensuring your posts are receiving engagement. Sponsored posts, display ads and pay-per-click are a few of the preferred social advertising methods. Backing your social efforts with finances is the ideal approach but you also need to be aware of how paid ads factor into your social goals and continue to evaluate their effectiveness.  

SMART goals are key to measuring success

As we’ve mentioned, analytics and goals are necessary aspects of your overall approach to social media.  You must have SMART goals (specific, measurable, achievable, relevant and timely) to be able to track and compare your efforts. Setting measurable conversation and web trafficking goals is key in connecting what you spend with what you achieve.   

Influencers help brands reach their desired audience

If you have been keeping up with The Core, you know that influencers are shaping the way brands approach social (we even wrote a post about the Pros and Cons of Influencer Marketing).  According to the State of Social report, many are beginning to recognize the importance of influencers, and plan to increase their influencer budget in the future.  Influencers allow you to reach an engaged audience, in a way that feels genuine and friendly to consumers.  

Brands need bigger social media budgets to succeed

You may have picked up on a recurring theme; you have to put into social media what you expect to get out of it, and that means it’s not a free marketing tool.  Embracing a monthly social media advertising budget is an adjustment that will allow marketers to quantify their social media efforts by opening the door to analytic software and paid social ads.  With the expansion of internet influencers, we are able to engage existing and future consumers by providing a tangible and friendly face.

Through Simply Measured’s webinar, we learned that the struggles that many fresh produce marketers are dealing with are the same struggles marketers are facing across every industry. Creating results with social media requires marketers to have a strategy, goals and a plan. Marketers are tasked now more than ever before to create quality content that people care about. Your analytics will show you what’s working and what’s not, but if you aren’t sure where to start, we recommend downloading this beginner’s guide to social media marketing. 

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