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What Does 2014 Have in Store for Social Business?

As 2013 comes to a close, many are pondering how social media will change and how it will affect their business.  The environment of social business is never stagnant. Change is always in the air, social-businessand smart innovations are adopted quickly. It is vital to look to the future as you revise and refine your marketing and business plans for the next year. 

Real-Time Marketing Will Take Center Stage

Real-time marketing will become indispensable to brands, prospects and consumers alike.  Oreo’s real-time marketing during the Super Bowl blackout stirred up a whirlwind of social media activity—casting a bright spotlight on the brand.  Oreo effectively set a new standard for relevant, of-the-moment content.  Let events, such as professional sports games, big-time concerts and popular TV events, inspire your company content.  Ideally, you should have a social media point-person on call at all times to join in on the real-time action and help you capitalize on the next great social moment.  Savvy companies know that creating newsjacked content or at least participating in related social media discussion is essential.  Being immersed in the moment can help your followers fully experience it, greatly expand your social reach and boost your social lead generation.  Make sure that you can deliver, when it matters most.     

Visual Content Will Become Even More Prominent

Visual content—including videos, infographics, webinars, podcasts and SlideShare presentations, will continue to hold more and more sway.  Visuals allow you to educate and entertain your audience simultaneously.  Since it takes less time and focus to watch a short video, prospects are more likely to watch a video in its entirety rather than read a lengthy, complex blog post to its completion.  Always include captivating photos or even video elements in your written content in order to capitalize on the appeal of visual content and beat your competitors. 

Social Media Investment Will Be a Necessity

As demand for high-quality content and social media ROI soar, more companies will invest capital in social media positions.  If you intend to do social media marketing in-house, do it right; hire a social media manager.  Companies of all sizes are realizing that they need to understand and practice effective social listening in order to truly reach, inspire and connect with their audiences.  Managing and protecting your brand identity is a full-time job; treat it with the gravity it deserves.  If you desire outside help, find an agency that really understands the full-range of social business—rather than just social media tools.

Engagement Will Be More Important Than Ever

In the social business environment, it is crucial—certainly not optional—to build and maintain a stellar social presence.  Winning social media marketing requires serious dedication and organization.  There are a multitude of social resources and tools that can streamline content curation and the promotion of your original content across all your social networks, such as HootSuite, Klout and Topsy.  Again, a social media manager is a critical resource. 

Social media is not going anywhere, and the influence of social business grows stronger by the day.  There is a potential client behind each of your social media interactions.  Social media is becoming more diversified; it is no longer dominated by a single network, such as Facebook.  The social media landscape is vast, and your prospects are increasing driven by social media influence.  Social business requires a consumer-centric outlook.  You need to welcome your prospects, when they enter social spaces each day—whether that is on Facebook, Twitter, LinkedIn, Google+, Pinterest or Instagram.  Your prospects may arrive via a mobile device on social media, so ensure that you are ready for the influx of social leads with responsive website design.  Excellent content creation and genuine engagement are the cornerstones of strategic social business.  Neglect social media in 2014 at your own peril.

Join The Conversation

  • Randy Milanovic's picture
    Jan 21 Posted 3 years ago Randy Milanovic

    My vote for most important measurements are MQL and SQL.

  • Sofie De Beule's picture
    Dec 31 Posted 3 years ago Sofie De Beule

    Hi Monica!

    I really enjoyed reading your article, especially the part where you zoomed in on the importance of engagement. As companies dedicate more and more time to detecting social conversations and social leads, I'm curious if you've ever heard of Engagor? It's an all-in-one social media marketing tool that really thrives on engaging with your customers. I'm Community Manager at Engagor and we strongly believe in building an engaging online presence for any of our customers by implementing CRM, customer service and customer engagement through a customer's social platforms.

    I'm sure 2014's evolutions in social media marketing will hold a great challenge for all of us. What do you think will be most challenging?



  • Monica Romeri's picture
    Dec 30 Posted 3 years ago Monica Romeri

    Thanks for your comment Alexandra.  I think intro videos on homepages are a great way to leverage visual content; marketers in the know will utilize a wide variety of visual content in 2014.  Have a happy New Year!

  • Alexandra Kalinina's picture
    Dec 30 Posted 3 years ago Alexandra Kalinina

    Hi Monica,

    Thank you for your blog article! I agree that visual content will be even more prominent in 2014, at least because it is mobile-friendly and we all expect the further growth of mobile web traffic in 2014.

    What do you think, will intro videos on the home pages of companies (see an example here) become more popular next year? 

  • Dec 30 Posted 3 years ago jgb

    thankgood hank Monica for a good summary that makes us all conscious of trends that we should all be aware of.

  • Monica Romeri's picture
    Dec 28 Posted 3 years ago Monica Romeri

    Thanks for your thoughtful comments Robin.  I agree that consensus on engagement metrics would be a great step forward for brands and agencies alike.  Best wishes to you and Social Media Today in the New Year!

  • Marshall Crawford's picture
    Dec 28 Posted 3 years ago Marshall Crawford

    That means social networking sites like Pinterest, Slideshare and Tumblr will receive more attention from social media marketers and businesses. Videos will be shared more compared to images and texts to increase followers and customers.

  • Robin Carey's picture
    Dec 28 Posted 3 years ago Robin Carey

    Good piece, Monica.  One of the things I'd like to see happen in 2014 is a general acceptance of how to measure engagement, which right now is all over the map.  I think this will make the ROI argument stronger, and will also help in determing the relative values of paid-earned-owned.  But I like your thoughts here,

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