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More often than not, my claim to know Social Media would be the least; not because I haven't worked on it enough, but more for the dynamism it offers. Every time one would possibly think that they have mastered ‘the art of Social’, it flips that belief on its head by changing, progressing, and evolving (and keeping us social media marketers on our toes, of course). In the humble read below, we will, in the humblest of ways, try to measure, reveal & reason the greatness of Social Media!
Over half (57.6%) of the world’s population is present on social platforms, with 424 billion people getting on Social Media in the last 12 months alone. This not only explains the vastness of the medium but also establishes the gravity of the platforms and the responsibility they shoulder.
The average time spent on Social Media has gone up to 2 hours and 27 minutes daily where we realise that not only the content but the format of the same, the relevance of the format to the platform, and the implication of the same as per the changing trends, has to be maintained religiously.
As per SocialBakers, Facebook continues to be the most preferred Social platform followed by Youtube and WhatsApp. Audience interaction has seen a categoric shift towards live videos, long-format content & visual-rich content.
‘Data is currently the God of tactical & behavioural analysis on Social Media’ - DevMRoy
Marketers are constantly spanning the social channels 24X7 to help the Brand understand what is being told about them, the potential risks and all the necessary feedback on their activities. But the activities of Social Media Monitoring is nothing but the guard that is maintained for a deeper understanding, we have to dig through this data to infer relevant insights and that is where Social Listening comes to the fold!
Social Listening, however, goes a definitive few steps ahead. Apart from duly monitoring what the Brand is doing, it also takes into consideration the activity of the competitors, major movement in the category/industry & specific trends and skews in the market
However, to use this to the benefit of the Brand by deriving the right insights and helping the Brand take the right decisions that are derived from thorough listening & monitoring of Social Media.
Every social media platform has its own pattern of narrative, its own way of engaging with its audience and Its own way of acknowledging its success. Thus, the audience for your Brand might be the same but what they want to see, read and experience through these social media channels could be unique & different.
LinkedIn tops the list by not only creating a well-connected professional network but also giving its function a dual prominence i.e. one of an individual professional and that of a Brand or an organisation.
And this was just one of the stars of the Galaxy. Other platforms which are running high on relevance & authenticity are undeniably Facebook & Instagram followed by WhatsApp & Youtube and then Tumblr & Quora along with others.
All said and done, people from Social do not lose their focus and relevancy — they are, in fact, the proponents of Social Magnificence.
Closing this on the thought with which I started - with such tectonic movements in the Digital arena post the pandemic phase; the content consumption pattern online, specifically social channels, has evolved to become categoric.
Thus, with time, it is reaffirmed that the Social space is not only going to glamourise itself but also take a #quantamleap towards becoming User Aﬃliated Media.
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