The Noisy World of Social Media Marketing

Social media is a little bit like a party in the way that we go there to talk and if someone starts yelling advertising messages, they generally annoy most people. As time goes on, it’s becoming more and more crowded, with everyone vying for attention. Somebody invited too many sales people, and consumers are in high demand.

The host of the party, a Mr Zuckerberg has recently decided to rent out loud speakers, for a price to those who are willing to pay for them, increasing the overall noise, but giving an advantage to those who already have a big loud speaker rental budget.

For those who rent the loud speaker, they don’t want to waste the opportunity as they only get a certain amount of words. They don’t want to use their loud speaker for conversation as that clearly isn’t going to get an instant ROI. Instead, they use it to shout advertising slogans – exactly what should NEVER be done at a party (trust me, it doesn’t go down well!)

For those who don’t have a budget to rent out a loud speaker, but just want to start a conversation, see if they can find someone who would like to meet up later and see where it goes, they’re struggling to make themselves heard. And to add to the problem, mobile is now coming into play.

Mobile has meant that guests only pop in for a moment at a time, see one or two people, then leave, returning again in a few minutes, when one of their friends shouts their name. Mobile emphasizes the difficulty of social media marketing organically.

I recently asked a number of marketing professionals about the main difficulties they encountered with social media marketing. The majority of the responses centred around the noise and the difficulty to get a message across organically. Below are some of the notable responses:

Emily Moorhead, Senior Marketing Specialist at InventHelp
“At InventHelp, One of the biggest problems we have with social media marketing is breaking through the noise. Even though our audience is constantly looking at their phones and computers, there is so much content – from their friends and from paid advertising – they are seeing. You have to make sure your message and story stands out amongst the competition by perfecting your content marketing strategy.”

Stefanie Chan at Grobo Inc. 
“The greatest difficulty I have with social media marketing is exposure. As a young startup, I not only fight against noise from others, but against algorithms that restrict how much exposure my content receives. As social platforms try to gain more advertising profit, my content gets even less organic reach. It’s frustrating to spend so much time creating quality content and then only have a handful of people see it.”

Madeleine Stanley, Marketing Director at Messapps
“Social media difficulties: Social media marketing is becoming increasingly difficult as more and more companies enter the playing field. Prices to get an ad or post seen have soared, making it expensive to promote oneself without a guarantee of conversion. Getting seen organically is difficult as well, largely because of Facebook’s newsfeed algorithm in combination with the aforementioned increased in competition.”

Rohin Guha, PR/Social Media Manager at Moncur
“With the number of social media users increasing dramatically year-after-year, one of the biggest challenges of social media marketing is making sure that the content we are producing is connecting to the most qualified audience segment. This means that analytics like impressions or clicks matter less than the percentage of those which pro-actively sign up to receive e-mails from a brand–or which call in with questions. Conversion matters.”

Jerry Rackley, Chief Analyst at Demand Metric
“The biggest challenge is producing enough quality content that resonates with the audience. It’s not hard to do quantity or to do quality, but to do both at the same time, and in a way the genuinely resonates with the audience is difficult. It takes time and effort to consistently produce brilliant content.”

By: cgougan

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