Social Media Marketing in Kerala
The only hope: let’s go back to its roots.
The greatest thing that ever happened to the marketing on social media was the hacking by the Russians of Donal Trump’s 2016 US presidency. About why? Since it lays bare what many have believed for a long long time in social media marketing: that social media sites are a hoax, their valuations are dependent on fictional consumers, and somewhere between Lucifer and that guy who eats the faces of people in the films, their credibility lies.
Recommending current social media such as Facebook, Twitter and Instagram has become increasingly challenging for marketing experts like myself, because very honestly, many of us don’t believe the metrics.
Well, why should we? Facebook hasn’t.
This is from the 2017 SEC filing (emphasis mine) by Facebook:
The figures for our main metrics, which include our daily active users (DAUs), monthly active users (MAUs), and annual user income (ARPU), are measured on the basis of user account interaction using internal company statistics. While these statistics are based on what we consider our consumer base projections are fair for the relevant measurement era, there are inherent complexities in calculating the usage of our goods across vast online and mobile communities around the world.
The world’s biggest data processing firm admits it doesn’t even know if its figures are precise. Estimates? estimates? After the reality, what marketing specialist wants expected outcomes?
It’s getting harder. My emphasis:
We believe that duplicate accounts could have accounted for about 10 percent of our global MAUs in the fourth quarter of 2017. We assume that in emerging markets like India, Indonesia and the Philippines, the percentage of duplicate accounts is considerably higher relative to more industrialised markets. In the fourth quarter of 2017, we believe that about 3-4 percent of our worldwide MAUs could have been represented by false accounts.
Only let this sink in. Facebook acknowledges that “approximately” 10% of its active users on a monthly basis are false. They don’t say, oddly, what percentage of their regular active users are false.
And that’s the social media epidemic. No longer do you know what’s true and what’s false.
Social media hasn’t been real for a while.
We pride ourselves on precision, as marketers and advertisers. We were concerned with ranking figures of TV programmes, readership for print promotions, and distribution success ratings for direct mail in the olden days of publicity and advertisement.
Social Media Marketing in kerala
The networks of the day were heavily audited in both instances. With fair confidence, you understood the viewers were with some given platform or channel and there was typically a point of examination for the numbers elsewhere.
Traditional platforms such as radio, TV, and print have been around long enough that the success or shortcomings of particular efforts could be examined in thousands of case studies. It was easy to work backwards to see what combination of media and budget worked and what didn’t, and these media were part of the public record.
As an industry, not only focused on our own perspectives, we could easily set benchmarks for progress, but through the common experiences of very simple tactics laid out for us to dissect.
Yeah, it all went out of that social media window.
Social Media Marketing in kerala
Facebook, Twitter, and Instagram’s numbers were always a joke.
Business value was focused on sales, cash, and human resources, and results, in days of yore.
When anyone came up with the idea of “daily active users.” it all changed.
In a way that we have never seen
Social Media Marketing in kerala before the race to win consumers has been the guiding force for social media sites. Today, on a scale that was simply not historically possible, the fascination with user development opened the door to advertisement and marketing fraud.
Let’s make it clear: any website that encourages individuals to build thousands of false accounts so that others can purchase likes, fans, retweets, or shares is toxic to marketers and brands alike.
Now, I understand that in that sentence, the word “allows” does a lot of work, so let me extend what I mean a little.
With an arsenal of attorneys and IP bulldogs waiting to defend their name from any aggressive outside powers, they are also large businesses.
So clarify to me, how is it that people can still purchase Facebook likes, or Twitter followers, or Instagram fans even after what we’ve seen in the news?
Reason: it’s all been a scam. And together with everyone else, we got conned.
If the number of users and the operation of those users on your website are respected by your business, what do you care about if they are fake or not? If you did, to maintain the credibility of your userbase, you would recruit an armada of auditors. I don’t think they’ve ever done this and never will.
Social platforms deploy their honey trap.
Initially, with promises of free promotion and advertisement, social media such as Facebook and Twitter drew brands and corporations to their platforms. The opportunity to rapidly build a base of fans and supporters, without the need to recruit media shmucks like me. Why waste time on finding a specialist when you can do it all for nothing by yourself?
Social Media Marketing in kerala
I was a proponent of this at first. I felt that promotions and advertisement were always things that only bigger corporations could afford and that marketing for small businesses was left behind. Marketing on social media has helped even a mom and pop shop to compete online.
Too many corporations have invested countless hours and thousands of dollars in human capital to expand their online followers.
Social media firms then held allies and followers captive after luring them into their honey trap. To get access to the customer base you built up and cultivated, you had to pay.
The figures immediately made no sense. When it was free before, you had to pay to support or raise posts. For certain firms, the results was catastrophic. The ROI’s didn’t add up, but they had no alternative for so many of their clients on these sites, but to continue to try and get whatever good they could for them.
In comparison, the switch to such advertisements opened up the box of Pandora to more violations. Apparently, the quest for money led social networks to continue turning the other way on false accounts and social media bots while ad revenues were powered. In forms that people could not comprehend and could not agree with, personal data was gathered and abused.
Mostly it did something that I’m not sure we will recover from marketing. It caused us to lower the Kool-aid like everybody else with several digital media companies and marketing firms. People who should have known better have doubled our consumers’ social media ads when we knew it was needless for most of them.
Marketing and advertising agencies became accomplices after the fact.
Marketing and advertisement companies and contractors are meant to be concerned with precision, as I said earlier. We want to make the absolute greatest ROI available to our customers.
Social Media Marketing in kerala
Like professionals in every vertical industry, though, we’re self-serving.
Real estate agents are one of my favourite reminders of how people who would know better would say something for a buck.
Have you EVER heard a real estate agent tell you that the time to purchase a house is wrong? I have never read a post in all my days by a real estate agent suggesting that individuals should hold off on a buy. Growing house prices? A perfect time to buy; you’ll get your cash back right away! Will house prices go down? It’s a competition for investors! Now lock in your savings!
With social media communications, marketing and advertisement experts did something similar.
What has the outcome been? Catastrophes are the bulk of social media promotions. Compared to the prices corporations have done with conventional advertisements or even SEO and non-social digital ads, I barely know of a fraction of firms that proceed with some severity on social media.
You can see that in the placement. When digital marketers speak about social media, they talk about “reach,” “exposure,” “presence,” “awareness.” That’s the code word for “throw your money away.” Do an internet search for social media effectiveness, and you’ll find the results packed with sites and campaigns being lauded by SEO and social media marketers.
ROI is spoken about by actual advertisers. Sales impact, and lead generation impact. You can’t afford the brand recognition rent. As someone who creates brands for a living, I’m saying this.
And this is not about me doing that. Proctor & Gamble, one of the world’s biggest brands, gutted their ad budget and backed away from a number of agencies due to digital ads and advertisement fraud.
Social sharing has been automated to death:
According to Buzzsumo, average social shares per article had declined by 50 percent in 2017 in comparison to 2015. Their data also shows how fast most hot topics become saturated with articles, leading to only a relatively few winners getting the majority of the societal shares and hyperlinks.
Another found that, that bots automate nearly two-thirds -66%- of all HTML links posted on Twitter.
Again, if social media platforms truly valued their user-experience and cared about social being social, they would have banned such practices years ago. No more social automation. If you want to engage with your fans and followers, you have to be there for them. You have to be live, online, ready to connect.
However, bots are good for business. They boost their daily active user accounts; they make their platforms look more popular than they are. Bots post content, bots like content, bots share content, bots follow people, bots message people -it’s endless.
In 2017, Bots accounted for an ungodly 52% of internet traffic. As social media appears to be an arms race, the figure is only likely to grow higher. Caught in the midst of all this are organisations who feel that their digital marketing metrics have little relevance.
Your Influencer isn’t that influential.
I’m a strong believer in marketing influencers and I think it is a natural continuation of marketing partnerships. People will buy from individuals they like and follow the advice of individuals they want.
With the development of online influencers, though, things have taken a turn for the supernatural.
Social Media Marketing in kerala
First off, many social media influencers’ followers and supporters are as fake as anything. Social networking bots follow celebrities as a method of spamming their accounts and/or a way to later scrub a list of individuals with material to spam.
Secondly, we are expected to think about consistency as marketers and advertisers. But the opportunity to check an influencer’s fan base inside the networks is almost unlikely. To try to achieve some real understanding of authority, you have to go to third-party applications. In addition, even then to provide you with reliable statistics, you are at the discretion of a third party. If Instagram chooses to shut down the API for these services, you won’t know how famous your influencer is.
The future of social media: live, direct, and transparent.
The way to solve the social media problem we’re facing today is simple: social media was great when it was social and personal. A return to the basics is needed.
No more automation
If you don’t have the time or the energy or the interest actually to ENGAGE with human beings, then social media is not for you. What’s more, you’re not for social media.
Automation should stop. Period. Let’s return to a more natural engagement between brands, companies, customers and leads. Human interaction is the most powerful driver of revenue and sales, as is the best metric for the real value of a platform.
See and be seen
The use of live video to establish authenticity in an age where everything is anonymous will be a dominant driver of change in the next five years. Instead of hiding behind memes, and curated content, companies should leverage influencers and their employees to champion their brands. Reconnect with the basics: one-to-one or one-to-many communications.
The revolt of investors
I genuinely believe that the majority of social media firms have fudged the books when it comes to their userbase, activity, and popularity. It’s time for investors to demand third-party audits of the data before the entire house of card falls on people’s heads.
Look, I’m a marketing consultant. I enjoy using social media. It allows me to stay in touch with the people and the brands I care about most in the world. But at the heart of it is a flaw -a glitch in the Matrix- that needs to be sorted out.
There’s a bubble out there, and social media firms that allow for fake profiles and anonymous users are at the heart of it.
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