As we wrap up 2022 and look ahead to 2023, it's important to reflect on the changes that have occurred in the past year and how they will shape our social media strategies moving forward. The past year has been marked by rapid change, but it's also brought about new opportunities for connection and deeper meaning in our online communication.
In 2022, social media played a crucial role in breaking down geographic and language barriers as we sought out diversity and new experiences. As we communicated more widely, our messages on social media also embraced deeper meaning, as we shared not just company news, but also the emotions and experiences that shape our working lives.
Transparency also became a key factor in building trust with consumers. People want to see proof of fairness and ethics before engaging with a company, and one of the best ways to build this trust is to provide an inside look at what goes on behind the scenes. This has led to a shift away from carefully crafted corporate news and towards everyday inspiration shared by employees on the front lines.
As social media continues to shape our experiences and the way we interact with the world, it's also influencing our choices when it comes to employment. Via personal connections on platforms like Twitter, Instagram and Facebook next to LinkedIn, you get more reliable insights into a potential employer than a corporate post or ad.
Social media not only offers a cost-effective solution for recruitment, but it also allows for the generation of leads and the increase of profit. By offering discounts to specific groups or on particular products, businesses can inspire customer loyalty and personalize their approach to sales.
However, the decline of organic reach for corporate pages on social media platforms has affected smaller businesses. To combat this, companies should consider implementing user-generated content as a new approach. It’s been here for about 10 years, but lockdown created a boom in user generated content as the number of people who defined themselves as creators hit 50 million. This type of content has gained popularity in recent years, with an estimated $15 billion spent on influencer marketing in 2022. 93% of marketers believe that people trust this type of communication over corporate content. ou can see the authenticity when a user publishes positive content about their company on their own social accounts. It’s the ultimate stamp of approval.
Word-of-mouth advertising has surpassed traditional methods in 2022 and this trend is expected to continue. In order to stay ahead of the curve, businesses should consider adopting a social media strategy that reflects the increasing openness and inclusivity of employees.
One such strategy, Social Reach Optimization (SRO)*, balances traditional and modern approaches to social media. It allows for self-service and interaction simultaneously and can be applied to all goals across all departments within an organization. By activating brand ambassadors to share company content on their own channels, companies can increase their online reach, leading to more followers, leads, customers and potential employees.
SRO is adaptable to all countries and markets, bridging the gap between companies and consumers in various locations. By using structured content strategy guidelines and tools like Apostle, businesses can quickly share authentic content thorough their stakeholders and boost their organic social reach. 2023 is the perfect opportunity to take advantage of the positive changes seen in 2022 and put your company at the forefront of social communication.
*We’ve further developed the social shift methodology toward the social reach optimization methodology.