Is 2017 the year you make full use of social media as a marketing platform? Want to know the key areas you should be taking advantage of?

In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial for businesses looking to maximize their online presence. Social media marketing has become an integral part of any successful digital marketing strategy, and the year 2017 witnessed some notable shifts in the way brands approached it.

In this blog post, we will explore the six best social media marketing practices that were essential for success in 2017. While the specifics of social media platforms and algorithms may have changed since then, the fundamental principles behind these practices remain relevant today.

Infoclutch share their guidance in this infographic.

The 6 Best Social Media Marketing Practices You Should Use in 2017

 

Content is King: Quality Over Quantity

2017 marked a turning point in social media marketing, where the focus shifted from quantity to quality. In the early days of social media, brands were often encouraged to post frequently to stay in front of their audience. However, the cluttered social media landscape made it difficult for businesses to stand out.

To combat this, successful brands began to prioritize the creation of high-quality content. This meant crafting engaging, informative, and visually appealing posts that resonated with their target audience. Instead of bombarding followers with a constant stream of updates, businesses in 2017 learned to be more selective with their content, ensuring that each post added value to their followers’ lives.

Quality content took various forms, including:

  • Compelling Visuals: Eye-catching images, videos, and infographics became essential for capturing users’ attention in a crowded newsfeed.
  • Informative Blog Posts: Sharing informative blog posts that addressed common pain points or provided valuable insights helped position brands as industry experts.
  • User-Generated Content (UGC): Encouraging customers to create content related to the brand and sharing it played a significant role in building trust and authenticity.

This emphasis on quality over quantity remains a cornerstone of effective social media marketing today.

Video Dominance: The Rise of Live Streaming

In 2017, video content emerged as one of the most powerful tools in a social media marketer’s toolkit. Platforms like Facebook, Instagram, and Twitter began prioritizing video content in their algorithms, making it more likely to appear in users’ feeds.

Live streaming, in particular, gained immense popularity. Brands discovered that going live allowed them to engage with their audience in real-time, answering questions, hosting Q&A sessions, and giving behind-the-scenes glimpses into their operations. This not only humanized the brand but also fostered a deeper connection with followers.

Moreover, live streaming was an effective way to announce product launches or host special events, creating a sense of urgency and exclusivity among viewers. This trend has continued to evolve, with platforms like Twitch and TikTok becoming major players in the live streaming arena.

Personalization and Targeting: Know Your Audience

Understanding your audience was a critical component of successful social media marketing in 2017. Brands realized that a one-size-fits-all approach was no longer effective. Instead, they turned to data analytics and audience segmentation to tailor their content to specific demographics, interests, and behaviors.

The power of personalization extended to paid advertising as well. Social media platforms offered increasingly sophisticated targeting options, allowing businesses to reach their ideal customers with pinpoint accuracy. By using demographic data, interests, and even online behavior, brands could ensure that their ads were seen by the people most likely to convert.

In addition to demographic targeting, 2017 also saw the rise of retargeting campaigns. Brands could re-engage users who had previously visited their website or interacted with their social media content, increasing the chances of conversion.

Influencer Marketing: Leveraging Trust

In 2017, influencer marketing took the social media world by storm. Instead of relying solely on their own content and brand voice, businesses began collaborating with social media influencers to reach new audiences and build trust.

Influencers, who had already established credibility and a loyal following in specific niches, became valuable partners for brands looking to tap into their audience. These partnerships often involved sponsored content, where influencers authentically integrated a brand’s products or services into their posts.

The key to success in influencer marketing was finding the right influencers whose values aligned with the brand’s. Authenticity was paramount, and followers could quickly spot inauthentic endorsements. This practice allowed brands to tap into existing trust between influencers and their followers, resulting in increased brand awareness and credibility.

Customer Engagement: Prompt and Authentic Responses

In the age of social media, customer engagement and feedback became immediate and public. Brands could no longer afford to ignore or delay responses to customer inquiries or complaints. Quick and authentic engagement with followers became a social media marketing practice that could make or break a brand’s reputation.

In 2017, businesses learned that timely responses to customer comments and messages not only resolved issues but also showcased their commitment to customer satisfaction. Social media platforms, such as Facebook and Twitter, introduced features like “quick replies” and “away messages” to help brands manage customer interactions efficiently.

Furthermore, maintaining a consistent brand voice and tone across all interactions was essential for building a cohesive online presence. Brands that could inject humor, empathy, or warmth into their responses stood out in users’ minds and fostered positive sentiment.

Data-Driven Decision Making: Measure and Optimize

In 2017, social media marketers began to embrace data analytics as a means to measure the effectiveness of their campaigns and make informed decisions. Tools and platforms provided detailed insights into key metrics such as engagement rates, click-through rates, and conversion rates.

Brands could now track the performance of individual posts and campaigns, allowing them to identify what worked and what didn’t. A/B testing became a common practice, enabling businesses to experiment with different ad creatives, headlines, and targeting parameters to optimize their campaigns for better results.

The availability of data also allowed marketers to understand their audience’s behavior and preferences more deeply. They could see which types of content resonated most with their followers, the best times to post, and which social media platforms delivered the highest ROI.

Conclusion

While the specifics of social media marketing may have evolved since 2017, the fundamental principles behind these practices remain relevant. Quality content, personalized targeting, influencer partnerships, and data-driven decision-making continue to be key elements of successful social media marketing.

As we look back on the social media landscape of 2017, it’s clear that the strategies and tactics that emerged during that time laid the groundwork for the current state of social media marketing. Brands that embraced these practices were able to not only survive but thrive in the fast-paced world of social media, and the lessons learned from that era continue to shape the industry today.

 

Mark Walker-Ford

Director, Red Website Design