Which Social Media Strategies Still Cut The Mustard With CMOs?

What’s new in social media in 2015?

Which social media strategies rock, and which have passed their sell by dates? Well, if the findings of the latest Leadtail Social Insights Report are correct, then little has changed.

Whilst some areas of social media strategies may be shifting, it’s the tried and tested social media strategies that still cut the mustard.

The Leadtail Social Insights Report (March 2015) of 1,434 CMOs, created in conjunction with Neustar, the social media research and strategy firm, noted the following trends:

  • Marketers’ appear to have lost interest in location-based check-in apps.
  • The study found only 5% of marketing leaders share check-in information from sites like Foursquare. That figure stood at 28% less than 2 years ago; so the gloss of location-based check-in apps seems to be wearing thin.
  • LinkedIn: the interest in and influence of LinkedIn amongst marketers is growing. As a source of sharing content, cross posting of LinkedIn content to Twitter has increased by over 200% in the last 24 months.
  • Visualise This: The appetite for visual content appears to be growing amongst CMOs. There is also a desire for flexibility in visual marketing with CMOs actively looking for materials that can shift between desktop and mobile environments with relative ease.
  • The study shows that the majority of CMOs get most of their material from a relatively small number of trusted sources. Other than that, little has changed in the arena. Mainstream media still accounts for just under half of all sharing. Forbes continues to retain the Number 1 position, followed by the New York Times (paid), Fast Company and then WSJ and Inc. In terms of industry, reports – which account for 38% of all sharing- rank highest, with Business Insider, Tech Crunch, Mashable, Adweek, Advertising Age, Venture Beat and Re/Code the most influential. However, what may surprise some marketers is that upstart brands or relative newcomers to the sector can also create a buzz too. In the Top 10 industry reports of 2015, Mediapost, The Business Journals, and Hubspot Blog feature prominently.
  • Reach has been superseded by value: in other words, what’s important is quality, not quantity. The report clearly identifies the shifting nature of social media influence. CMOs, it appears, are no longer focused on attaining the largest possible audience and increasing their reach: they are now looking for a more valuable and influential audience.

So what can we take from this latest report?

What insights does it throw up? Well, the gist seems to be that though social media sharing remains just as valuable and prominent as an audience engagement, branding and content management tool; the lines are shifting subtlety. CMOs realise that audiences are no longer interested in life’s trivialities: what they want is information and compelling content. Therefore tweets, mainstream publications, and industry reports are the order of the day.

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