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The Role of Social Media in Internet Marketing in 2017

The Role of Social Media in Internet Marketing in 2017

Facebook laid the foundation of social media with its launch on November 6, 2007 with its Pages and allowed social media enthusiasts to build their online presence on its network. And the businesses were quick to grab this Chance. On the first day, almost one million pages were created by brands like Cocoa Cola and Verizon. Soon others joined the race to build audiences on the social media.

Nine years later in 2016; social media showed its uglier face and demand for a draw-down of social media started coming back from completely different corners. The magic that was unveiled with Facebook launch was weakening. But businesses learnt a sensible lesson that is simply having social presence and followers doesn’t mean success.

In 2017, it became clear that the booming social media is paying fewer dividends to brands and their marketers. So, what is next?

How we got here?

Social media started shrinking its space in 2012 once Facebook declared that it is curtailing proportion of followers to a Page by 16%. But some brands reportable that they might contact barely 2% or one in each fifty followers. The latest tweak befell last summer after that brand reportable that their reach to their followers is curtailed to half.

Soon Instagram, Twitter and others followed the trend and we’ve the social media that prioritizes its content in line with its algorithm. It isn’t a conspiracy to suffocate the social media but the reality that there’s additional content available to upload and prioritizing posts and tweets became a necessity.

The news of content prioritization came as surprise for many as they weren’t expecting such flip of events however if a fast inspect growth of social media shows that the move was close. In 2017, social media seems to be crushing below its own weight.

The Social Paradox

Social media is undergoing transformation and the transformation is for better. It will become a business tool that’s less complicated to use however a lot of targeted and more practical than its previous avatar.

The power of social media is judged from the findings of a study conducted; it surveyed around 20,000 consumers and found that social recommendations were behind quite quarter of sales created by the surveyed customers. The report concluded that social updates impact selections and influence decisions.

The report is encouraging but change audiences concerning business offers has become additional difficult. Businesses can’t shun social media as it is ignoring the over 2 billion users that accept social media for news and updates. And to embrace the social media will be putting highest-standards of social media marketing to attach to targeted audiences.

But there are solutions to this drawback. Social media ads are one answer and conjointly the businesses will adopt the three-pronged approach that’s mixing paid ads with marketing methods and involving their employees to spread content on social media.

Put Your Money where your post is

Social media that is pressuring businesses to pay the benefits also desires to stay the businesses happy and for this reason social networks are avoiding blasting surprise updates. Instead the companies are provided a chance to target the followers additionally the non-followers with a high degree of accuracy. Businesses will be charged for the service however they’ll get the advantage of targeting specific demographic teams and lookalike audiences with knowledge captured by networks. With the data, campaign goals can be set and ads optimized and budget allotted for higher results.

Unleash the Social Media Army on your Payroll

Soon you’ll have to pay to achieve intent on your audiences on social media however there’s in a different way to approach social media users and communicate with them while not paying one penny. It is to involve your coworkers within the marketing strategy.

It is employee support and it involves encouraging employees to unfold and share company messages from their personal profiles on social media. This step can enhance your reach exponentially and since the messages will be flashed from personal profiles, they’ll reach a large range of followers. Also the content shared by employees gets additional value than content shared by brands as the employees share and re-share a message again and again. And companies will send preapproved updates to their employees for social media sharing.

Inspire customers to create

Nothing works on social media better user generated content however first of all you should perceive why customer created content holds great value on social media. Creating partaking content is like taking associative active half in spread of information regarding businesses rather than sitting on the sidelines passively.

For businesses, engagement of customers is like building close bonds with loyal customers whereas wishing on crowd sourced content for promoting. Also engaging the users for making content is like taking a route to reach the goal that’s to approach an outsized range of followers. Since the users create the content from their personal profiles they will circumvent the formula that limits reach of corporate accounts. But the businesses should know how to incentivize loyal customers.


Social media is expanding and in the process, it has put some limitations on its commercial use. Its evolution was cheerful but presently it started transforming its powers into a match referee instead of a spectator. Restrictions were put on commercial use of the social media and so solutions were offered. Now businesses have to pay to use the social media.

Businesses are caper with new concepts to cut short the route to success and additionally to save lots of some cash whereas investment on social media ads and marketing campaigns. But a long distance should be travelled before the businesses are ready to take full advantage of the social media.

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