Social media advertising today is bigger than the newspaper industry - and it’s only a few years old. Social is fast becoming a significant part of digital marketing, and as more companies are starting to think “social first,” it tests the role of the social media manager - one that is changing fast and requires a new set of tools for marketers to keep pace with what their companies expect of them.
"Attention has moved from the real world to the digital world."
We have seen the platforms themselves evolve; they have adapted to mobile, extended their features to maximize engagement and time spent. Within a few years engagement has shifted significantly. If we compare Facebook and Instagram, the change in consumption patterns on those channels has had a huge impact on marketers. Brands have seen interactions on Facebook decrease significantly over years, and if they haven’t adapted their strategy to include Instagram, where interactions for brands are nearly double, they have missed an opportunity. It is now key for marketers to think fast and be equipped with tools that help them track such changes.
Socialbakers has evolved and matured in much the same way as the social media marketer. Founded in 2008, it tapped into the need for companies to understand their presence on social media. As platforms evolved and monetized their traffic, we helped marketers understand this new paid environment.
Now we recognize that the industry is moving towards machine learning and predictive algorithms. This is the future of marketing, and one that Socialbakers is uniquely positioned to support social media marketers on, with our 8+ year social media content and performance database able to power actionable recommendations, and then demonstrate they are working with analytics.
Social media marketing as a discipline has matured, and the role of the social media marketer has become integral to marketing. The role has expanded in responsibility and scope, and requires a partner to deliver tools that maximize social media performance and demonstrate that the budget spent is making an impact.
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