Yes, that's right - 96% of the people that discuss brands online do not follow those brands’ owned profiles. (Source: Brandwatch).
As I skimmed through '21 Social Media Marketing Statistics You Need to Know in 2018' by Liis Hainla, that was the stat hit me between the eyes - 96%! Brands have to be where they are being talked about and that's not their website. Every day I come across interesting businesses and I always check out their social presence and activity, I'll look at their blog page, Twitter and Facebook accounts. I'll also probably check out their CEO on LinkedIn.
I could look further afield but at this stage I will already know if they are active on social. I'd like to think that behind the scenes, those with a poor social presence will be actively working on their strategy. Take a moment as you read this - if your business is nailing social media - nod your head and tell yourself how lucky you are.
It's no surprise that companies are finding life harder and harder as social has such a huge influence on buyers and consumers. I noticed this over the past few years so I made the decision to up my game on social. That's what I do now, no turning back (thank goodness). I tweet more than ever, I write original content, I comment on and curate third party content and I love every minute. I know I have to produce more but that's OK - I already know the upside.
Whatever you are doing on social - do more.
96% of the people that discuss brands online do not follow those brands’ owned profiles. (Source: Brandwatch) Companies need to go beyond their own channels and monitor those unbranded conversations to gain valuable insights and manage brand health.