The world of social media marketing is a wild one, so what lessons can we take from this year’s Yellow Social Media Report?

If you’re not familiar, Sensis’ annual survey of Australians to discover their social media habits was this year published under the Yellow brand, the company responsible for services including the Yellow Pages and True Local.

Although everything below is a great place to start, it’s always important to remember that your brand’s exact social media strategy will always depend on your business, audience and aims.

That said, here are just a few things that can remove a little bit of the mystique around social media marketing in 2018.

Throw your hat in the ring

Depending on your industry, you might be surprised to find that, according to Yellow, only 51% of Australian small businesses have a social media presence, although this number has roughly doubled since 2012.

That means that even by just taking a cursory interest in your brand’s social media presence, you’ll be putting yourself ahead of, on average, about half of your competitors.

Combine this with the fact that Yellow found almost 22 million Australians use some form of social media, and it’s easy to see why managing your online presence is so important.

Know your audience

Every social media platform attracts a slightly different crowd, so tailoring your posts to the people who will see them can go a long way.

For example, Yellow found men are 65% more likely to use LinkedIn, while women outnumber men by the same ratio on Instagram.

Additionally, Yellow says women are almost 50% more likely than men to follow brands on social media, although of course, this is just a generalisation.

Content is king

As always, getting your content right is not only the easiest way to see results and quality engagement, but also to build brand trust.

Yellow’s survey found just over 50% of users are more likely to trust brands that post regular, engaging and relevant content, and interact positively with customers online.

Knowing what content your users are hoping for helps things too – 62% of respondents are looking for discounts, 51% for give-aways and 45% like pages to find out more about a brand’s products, according to Yellow.

So what should you do?

With only 21% of small businesses looking for ROI from their investment in social media, and around 30% having a strategic plan, taking a bit of time to think about your social media efforts could help you take your brand to the next level.

Planning out your content at the start of each month is a good start – working out what events you’d like to showcase, and what you’d like to promote and plotting it all out can help you feel a little less lost.

Then, make sure you keep an eye on how your pages are tracking. Keeping an eye on statistics from audience demographics to post engagement can help you make better informed decisions about what to do next.


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