In this article on Social Media Today it looks at research on how consumers use social media

While this is B2C, we know that B2C usage frameworks become B2B frameworks

Look how B2C short video usage on TikTok has become the norm on Linkedin 

You can download Emplifi’s full report here (with email sign-up), but in this post, we’ll take a look at some of the key notes

First off, the report looks at the top reasons why people follow brands on social is for promotions, sales and discounts, all of these things drive pressure on margins

And while 57% say they want to learn about new stuff, I wonder what would happen if the brands humanised more

More people would follow your brand, if you looked more like your audience rather than this corporate propaganda machine

While user generated content (UGC) will go some way to help this, first a brand you have to ask for it

But this is cyclic, the more human you are the more likely I will engage with you 

The reports starts by saying

"In 2025, if your brand isn’t actively engaging on social, you’re invisible to consumers

A static Facebook page or an outdated blog post won’t cut it

Consumers expect brands to show up where they already are, respond quickly, and provide real value – not just ads

They also want honesty, entertainment, and a sense of community"

They also say that “Authenticity is everything”

Which is all about being human … what consumers, (and buyers) want (in an AI world) is human to human connection 

 

 

Can you drive revenue from social media?

Social selling is not about samming people or inmails or connect and pitch

Our definition of social selling is 

"Using your presence and behavior on social media to build influence, make connections, grow relationships and trust, which leads to conversation and commercial interaction"
 

And the results?

For an AE, we can shorten sales cycles by 30%

And the average SDR will get 1 x ICP meeting a day

Which should increase your revenue by 20%

You can get these results by using our social selling methodology, that is certified by Institute of Sales Professionals (ISP)

 

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders and sales people who use social selling every day to drive revenue growth. 

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.