Though it's a relatively new medium, it's already hard to imagine life without social media — especially for marketing. Now an established business practice, social marketing communicates the latest information with audiences in real time.
Brands continue to increase investments in social media content and headcount. It's no longer sufficient to simply maintain your social media presence: It's standard to actively engage consumers on multiple social platforms and build an identity on these channels. According to research from the Salesforce "State of Marketing"
report, 75% of marketing leaders see a direct return on investment from social.
Successful brands have even created teams of social experts to carry out their social marketing programs, from creating content to engaging with an ever-present audience by answering questions and replying to feedback.
Why? Social media accounts for a third of all time spent online worldwide, and in the United States, people check social media seven times more than they do on email. That kind of customer reachability is well worth the investment.