One of the key trends we’re seeing at The Lane Agency is a more selective and strategic approach to social media marketing. Social media can be a strategic business driver if the right thinking and resource is put behind it.
“Being everywhere” is at last being seen as wasteful, with more of our clients working with us to define their audiences and understand which channels will perform best for distinct target audiences. For some clients, that may not just be the big boys like Facebook, Twitter and LinkedIn, it may well include specialist social channels.
2012 will definitely see photo and video-based social media activity continuing to grow too. With mobile phone cameras increasing in quality, more marketers are realising the power of imagery taken through the eyes of their users.
As SMEs and marketing departments become even more stretched in terms of resource, many have realized the benefits in enlisting our support in creating great content. Having the creativity, copywriting skills and the clarity of thought to create timely, effective content to engage distinct audiences is not always possible with the demands of the daily working environment for most clients.
Social media has matured, and to harness its benefits so must marketers and businesses in enlisting strategic support for a channel that’s here to stay.
