When popular search engines review and rank your firm’s website content, the content in your social channels is also included. So, too, are mentions about your firm in the news media. Smarter bot algorithms and organic human searches are converging to quickly assess the relevance of all that content in microseconds. Are you worthy of showing up in search results?
One of the best indicators that your social content is worth displaying is whether you’re increasing your followers and getting them to interact with your content. This is, of course, the goal of every marketer.
In 2019, the top social platforms used by B2B marketers included Facebook, LinkedIn, and Instagram in that order, according to Social Media Examiner. Video platforms are gaining traction, with YouTube and Facebook in the lead. Yet only 44% of surveyed marketers agreed that they could actually measure ROI from their organic social activities (e.g., posting, commenting, following). And most marketers (95%) still want more tips for engaging audiences.
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Article, written by Christine Nelson, first appeared in the February 2020 issue of Marketer.