In the last 12 years of the evolving social media world, the number of users on platforms are ever-increasing, while marketers lack the confidence and skills for effective messaging on the different networks. The missed opportunities and lost revenue continues to build as the social media skills gap goes unaddressed.
By taking note of some of the causes of the social media skills gap and providing solutions to each, businesses and brands can move from baffled marketers to skilled managers.
Cause: Ever-changing platforms and features
It seems that every few months, at least one social platform has changed a feature – usually Facebook’s algorithm is the culprit of this cause of the increasing skill gap. Some months, it seems as though every platform is rolling out something new: Instagram’s account switching, Twitter’s optional algorithm, etc.
With ever-changing platform features, it can be difficult for brands to keep up with the latest trends on each social hub while still running their business efficiently and effectively.
Solution: Staying informed
Make time to stay informed on the latest trends in social media platforms. Set up Google Alerts for social media news to be pushed to you, rather than seeking it out yourself. Get connected with social media marketers on various platforms to see what they’re talking about in the social media news.
Cause: Lack of understanding social media expectations
Where users previously expected brands to only talk about their products and services, social media allows for two-sided relationships between brands and consumers. The wide adaptability of social media among consumers comes with their expectations to get answers to their questions on whichever platform they decide.
Solution: Know what is being said about your brand, respond
When consumers have either an extremely positive or a negative experience a product or service, they often times take to social media to tell their followers about it. Knowing where your brand is being talked about and what is being said is half of the customer service model on social media. Platforms give brands the opportunity to respond to their critics – and fans – in real-time with their complaints or praises.
Cause: Not receiving the proper education on social media
Unavoidably, many business owners and brand managers did not have a course on social media when they were in school. As a newer trend, these courses didn’t exist, or if they did, they were not comprehensive.
Solution: Social media and younger work generations
As social media becomes more and more prevalent with every new platform, their importance is being taught to the next generation of business owners, marketers and brand ambassadors. For current brand managers and business owners, there are various seminars and courses offered throughout the year educating on the latest and greatest of social media.
Smirk New Media is dedicated to keeping information channels open between brands and audiences. Through media training sessions and workshops for small business owners, Smirk aims to help bridge the social media skills gap.
Quick quiz, hotshot: What did Facebook do this week to radically change online advertising? Answer.
What did Twitter do last week to pump up Tweetdeck and transform social media content management? Answer.
What was the hot hashtag during the Academy Awards? Answer.
If you went 3-for-3 on our quiz, congrats. Please head to our contact page, so we can get your resumé. If you’re scratching your head, it’s understandable. If nothing made sense after the word hotshot, then strap in because we have a lot to talk about.
While we spend much of our time at Smirk Headquarters digging jewels out of the Content Mines, managing our clients’ many platforms and consuming mass quantities of caffeine, a lot of our time is taken up talking about the undulating landscape of the social media space.
When Smirk was born in 2010, it was very much about the birth of new social media brands and what they brought to the table. During our company’s lifetime, we’ve seen the rise in prominence of sites like Pinterest, Instagram, Tumblr, Houzz, Snapchat, Cyberdust and the simultaneous deaths of things like Google Wave, MySpace, Okurt and others.
These days though, the conversation is less about the brand new shiny toy and more about the nuances of how the established brands work, the features they are rolling out to make conversation between brands and consumers better and the continued tango of getting the most relevant content in front of the best audiences.
One of the biggest stories of 2015, in the way we work, has without a doubt been the announced partnership between Twitter and Google. We’ve long expected search and social to grow closer together, so now that the giant of search is holding hands with one of social media’s powerhouses, the importance of social media strategy for businesses in Oklahoma City and beyond is now echoing even louder.
This was the bottom line, according to Ad Age:
Due to the symbiotic relationship between search and social, agencies have been advocating for integrated executions for years. Now consumers are seeing search and social as an integrated experience and the platforms are moving in that direction; therefore, it is crucial for brands to have integrated strategies, executions and delivery in order to win with today’s digital consumers.
Changes to the platforms and how they continue to transform the relationships between advertising, content, search and audience metrics are going to be critical in how brands flourish in the years to come. Our question for businesses then is this: Who’s on the wall for you, keeping track of those changes?
The internet – and especially social media – moves pretty fast. Even the most dedicated marketers can miss the subtle changes Facebook makes to its algorithm (Zuckerburg!!) or new tools, which get rolled out to help brands be more effective.
It’s important to me that the Smirk New Media team read and research almost as much as they write and post. It enables us to keep our feet steady while the wobbly world of the web sometimes shifts all around us.
What is it about February?
Maybe it’s the ability to breathe after the busyness of the holidays and the inevitable re-evaluation of all things that happens around New Year’s.
That one-one punch, along with the fun and challenges that come with our continued growth seems to hit Smirk New Media in February as well.
In 2012, it was the first major overhaul of our website. In 2014, it was the launch of Social Network Staffing. Today, it’s a brand new version of our website – the best yet. We felt like it was a critical time to do it for a few reasons, a few of which we hear echoed by clients.
First, is this whole February thing again. I don’t think it’s just us who get antsy about flexing our creative muscles, and trying out new ideas. All our pals at the most popular social media platforms have been bowling us over with changes since the new year flipped. Twitter has added native video, group direct messages and continues to improve promoted Tweets. Facebook tweaked the rules for promotional content and is turning social media video on its head. Pinterest is getting deeper metrics. LinkedIn’s muscular content publishing abilities are growing. Instagram is opening up ads to more brands and Snapchat keeps being gross.
With the challenge of keeping up with those changes is one of our most important roles — to provide great social media strategy — the Smirk New Media brains have to be the first line of defense for our clients. We wanted our site to reflect that speed of change and how important relevance is in what we do.
Second, words are important. We do words. We aren’t designers or developers, coders or conductors. We create great online content, on social media and on the web. It was time our own “words on the web” got an overhaul. Each one counts. It counts for us and it definitely counts for other small businesses looking to break through to a larger audience. Words matter to search engine optimization (SEO), words matter for strategy, words matter in content strategy. Honestly, I was getting tired of using the “shoemaker’s children” excuse as to why our site was older than the web sites we’d project managed. No more excuses. Only results.
Finally, here’s to flexibility and personality.
When we talk about “Smirk New Media” to someone new to us, there’s always that puzzled look of “You’re what now?” about the name of the company. When I get a speaking engagement, I often hear about my “unique” or “laid-back” speaking style. We have a Smirk New Media way of doing things. We’re not a huge, full service agency. We’re small, we’re scrappy, we have fun and fight to do the best job we can in space that drives us crazy and makes us happy. We want a site that reflects what we try to explain to everyone about the Smirk name and what we do. A smirk is an intersection of a ridiculousness and seriousness. We know that’s what we do and we’re glad to do with with more and more clients in new and improved ways.
Welcome to the world of “Not Provided”.
In a move that has rocked the digital marketing world, Google has announced that it will encrypt all of its search results. While that may sound wonderful for privacy advocates, it torpedoes the ability of marketers and website owners to see which keywords are bringing in visitors.
Two of the top sites in our industry – Hubspot and SearchEngineLand.com – have looked at the issue. Basically, instead of Google Analytics showing the search keyword(s) that visitors used to get to your website, Google will block that info – posting “Not Provided.” For people familiar with Google Analytics, the percentage of searches coming up under that term has grown over the past two years.
Google has said that more search data will be available as part of its Google AdWords program … hmmm.
I asked Smirk New Media Business Development Director Stephanie Bice, who oversees all things SEO and Pay-Per-Click for our clients, her reaction to this news. Here are her thoughts:
“How can you write content, unless you know what potential customers are searching for? If I’m a business and I think the keyword phrase ‘flower shop OKC’ is how customers are finding me, but they are searching for ‘flower shops in Oklahoma City,’ I won’t know that using Google Analytics.”
“Essentially, everyone (will now be) guessing what kind wording they should be using in order to drive traffic to their site.”
“Social media may end up play a bigger part in driving traffic to your site than organic searches. You’d be better off on spending your money on growing your social audience. At least you are going to be able to measure results, because of the information about the audience you will have, instead of guessing.”
Combine this with Google’s recent tweaks to it overall search algorithm and it adds up to how to get the best results: consistent social media activity and quality content.