The State of Social Media in Marketing


The State of Social Media in Marketing

Ever since the “birth” of social media, it has become one of the most important platforms to use for marketing. Social media for marketing purposes has enables both large and small enterprises to reach more customers than they would have reached initially.

While social media remains relevant for marketing purposes, it is important to note that this platform is constantly changing to keep up with changing trends and interests among online users.  Hence, the need for marketers to change and adapt their marketing strategies to be compatible with these changes or upgrades, otherwise their campaigns might be irrelevant. In this regard, this article will look at the current state of social media in marketing:


Since its onset Facebook has been a huge platform where people just go to chat, look up old friends, and make friends and to simply relax. However, over the years, this platform has been leveraged for use as a marketing platform. Marketing on Facebook typically begins by creating a business page, where people interested in your products or services can “like” your page.

Because pictures have become popular in the current world of social media, marketers should also focus on the visual component of their business pages. For instance, if you sell clothes it is important to create attention grabbing and good quality pictures of the style and type of clothes you sell. In addition, the audience on Facebook is more of the “conversational type” as such, you should aim to respond or interact with any potential customer. In fact, one of the new interesting features on Facebook is the ability to tell your clients your response time, for instance, you can write “typically responds within minutes” on your business page (usually highlighted in red).


LinkedIn is one of the more “serious” or professional social media platforms. Business owners use this platform to market their businesses and create professional networks with people with similar businesses or interests.

The current state of LinkedIn as a social media platform used for marketing is that it now offers marketers an avenue for leveraging communities. There are over two million online communities within the LinkedIn network:  by joining these communities and actively participating and engaging members, you can market your services or products to a target specific audience.


Marketers have used Twitter as a way of broadcasting their product or service updates across the web. New updates on this platform allow marketers to develop catchy headlines and links that will lead customers to their business web pages.  From discounts, specials and even news updates you can broadcast all these on twitter.


YouTube is the place to go when you want to create video content that will drive traffic to your website. The trick with YouTube is to create videos that are “relevant to your customer’s needs instead of creating videos that will instantly “go viral”.  For instance, marketers are now developing “HOW-TO” videos, which also have the advantage of appearing on the video results pages of Google, hence the power of video content.

The state of Social media in Marketing is that there is a keen focus on visual (photos) and video content across the various platforms. In addition, the introduction of online groups or communities presents a great opportunity for marketers to market their products. It is important to bear in mind that social media was ideally not meant for business, so try to be “social with your business” as you market on these platforms.