Social Media Shaping the Way Marketers Engage.


“Marketing is constantly changing. That’s one of the challenges for AdShark: a strategic digital marketing company and digital content is created constantly.

“Basically in a day now more content is created than all the content that existed before the year 2000,” said Rick Berg of AdShark.

The website Qmee says that 15,000 songs are downloaded from iTunes, 216,000 photos are posted on Instagram and 1.8 million posts are liked on Facebook every 60 seconds.

Although digital media can be a great medium for marketers, the amount of content can be taxing.

Digital Trends says people in the U.S. check social media accounts 17 times a day, which is more than once every waking hour. It also says people spend an average of 4.7 hours each day on their phones”(WDay).

Because there is  an abundance of information being created and readily available for the public, there are man benefits for marketers.

“According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers are currently participating in social mediathinking-small-about-social-media-marketing

Here’s a look at just some of the ways social media marketing can improve your business:


1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers.

2. Improved brand loyalty. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.”

3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.

4. Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels.

5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users.

6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor. 450394_b942_6

7. Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course).

8. Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines, but the requirements for success are always changing. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.

9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.

10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening“(Forbes).

-Katherine Gonzales


DeMers, J. (2014, August 11). The Top 10 Benefits Of Social Media Marketing. Retrieved from
Wilson, K. (2016, February 21). Amount of time on social media sparking marketing companies to think of new ways to engage. Retrieved from

One thought on “Social Media Shaping the Way Marketers Engage.

  1. Hi Katherine,
    It’s interesting to watch the evolution of different social media channels. One of the platforms that has really started to get noticed and used by marketers is Snapchat. 86% of Snapchat users are between 13-34 years old, giving Snapchat a position of clout with brands and events.

    Snapchat has a position of strength with brands even though a reoccurring complaint is that Snapchat provides fewer metrics to advertisers than other social media platforms and is more expensive but marketers and brands find Snapchat’s demographics and traffic enticing.

    Would you believe that the White House even opened a Snapchat account just last month!


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