These days, social media has a powerful presence over nearly every aspect of our lives. When you walk in the hair salon, you see a sign saying, “Like us on Facebook!” When you watch an episode of The Bachelor, you see people in the audience weighing in with their tweets on Twitter flashing across the screen. Social media is a part of all careers and businesses. Nothing can escape it, and that’s especially true when it comes to advertising jobs.
Social media is changing the rules of the game in terms of how products and services are advertised and marketed. Here are 10 Ways that advertising is being changed by social media:
1. Making Searches Social
Social search is when search engines consider material from a person’s social network in order to generate results for that person’s search queries. The creation of Google+ and the socially oriented search engine that was launched on Bing grabbed marketers’ attention. Facebook even jumped on the bandwagon when they rolled out their graph search, an updated search engine which relies on socially based signals to generate results that are more personalized and relevant.
According to Jeff Bullas, a leading blogger on social media, it’s likely that social search will play an increasingly dominant role in advertising jobs. He claims we can “expect to see more content marketing tools, tactics, and strategies that accept the fact that social, search, and content are increasingly integrated and intertwined.”
You can use author tags within the content you create as a way to stand out among the competition in search results. Also, you should become aware of who shares your content, and figure out ways to keep encouraging them to do so. As simple as it sounds, it’s important to be courteous: Thank the people who share your material, and pay it forward by sharing what they have to say, too.
2. Emphasizing Images
According to recent research, people who shop using Pinterest are spending more at a greater frequency and buying more products than those who use the other five highest ranking social media sites.
Recently, Pinterest introduced a ton of new features designed to help boost website traffic. If you want marketing strategies that are optimized for visually oriented search engines such as Pinterest, you need to use compelling and clear images. Images matter on all social platforms. Recent research revealed posts with pictures are liked 53 percent more than ordinary posts on Facebook.
3. Making Way for Mobile Devices
The amount of time people spend on mobile devices using apps and accessing the web make up 63 percent of the yearly growth in the total time people spent on social media. Clearly, mobile devices are taking center stage as the number one way we get information, whether it’s social or not. This means those involved in marketing and advertising jobs are primarily concerned with how the content they’ve created can be optimized for mobile use. As such, they need to consider how readable their content is across a variety of platforms from tablets to Blackberries to iPhones, etc.
4. Building Relationships
The most successful companies in the social media world are the ones that go out of their way to engage customers. They nurture relationships and provide value when they reach out. They entertain, offer discounts and give customer assistance when necessary.
5. Getting What You Pay For
It’s very likely that the most effective campaigns we see on social media this year will be the ones that are paid. Those involved in marketing and advertising should learn how to use the paid tools on Facebook and Twitter now so they’ll have a head start on their competitors.
One tool worth learning is the advanced audience tool on Facebook. With this tool, an entire email database can be uploaded and selected members of the audience can be targeted with specific messaging. So, for all those times you wished there was a way you could segment your ads on Facebook and your email marketing to the audience you’re targeting, now you can. Along those same lines, Twitter has gone public and is also aggressively taking strides towards paid advertising.
6. Combining Video and Social Media to Advertise
LinkedIn, the social networking site where professionals gather, has been equally influential in the changing face of advertising jobs. LinkedIn recognizes how effective images and media can be, so it made video advertisements a part of the platform in August of 2012. They also took steps towards enhancing their efficiency with an API based program for managing and testing several different campaigns and ads simultaneously.
7. Giving Users a Choice in Advertising
YouTube has taken advertising to a whole new level by giving their viewers options. Some of these options include Home Page ads, display ads, custom solutions and first watch. People are more likely to be interested in viewing an ad they’ve had some say in, making this an extremely smart and strategic approach on YouTube’s part.
8. Integrating Channels
Regarding social media as a channel separate from your other marketing endeavors can really hinder your success; when you do this, you’re giving your customer a fragmented experience. Social media interaction and email interaction go hand in hand, so it only makes sense to integrate them.
9. Shifting the Focus to ROI
Obviously, audience engagement is important, and it probably always will be, but since there are other metrics that can be analyzed, ROI is gaining significance and taking precedence over things like retweeting, liking and clicking. Great Island, the technology based company, saw a 650 percent jump in the generation of leads through social networks once they revamped their strategic approach to emphasize leads.
10. Improving Content Quality
While they might have worked in the past, ordinary messages and questions just don’t cut it any longer. People who work in marketing and advertising jobs need to strive for more in-depth, intellectual interactions. Infographics, brief videos, polls and high quality images are several different ways this can be done.
It might be impossible to predict the future, but with social media on the scene, one thing is clear: advertising as we have known it will never be the same.