3 Changes In Social Media All Business Owners Should Know

3 Changes In Social Media All Business Owners Should Know

Have you been keeping up with the latest Social Media Marketing trends? We’re only about half way into 2015 and social networking platforms like Facebook and Twitter have made significant changes that will affect business owners in all industries – especially those selling products online. While some Social Media Marketing trends may come and go, these three recent changes to the social media landscape are here to stay. Here’s what you need to know.

1. Facebook Messenger Is Now A Shopping Platform

In March, Facebook rolled out “Businesses on Messenger,” a new service that gives companies the ability to connect with customers through its Messenger app. What this means is that consumers will now be able to make purchases directly through the app, and businesses can answer questions and send order details like shipping information and delivery times.

While many small businesses use social media to promote their services and learn about their target audience, more and more consumers are using it to make purchases. According to the 2014 UPS Pulse of the Online Shopper Survey of 5,800 U.S. shoppers, conducted by comScore, one-third of all shoppers and one-half of millennials, those born between 1982 and 2004, reported making purchasing decisions based on social media. When consumers make purchases, 86 percent of them reported sharing their opinions on products and brands on Facebook, while 34 percent post feedback on Twitter.

How useful this strategy is for your company depends on your budget size and customer communication needs. Currently two major retailers, Zulily and Everlane, are using Facebook Messenger to interact with their customers. But for local small businesses, using Facebook Messenger to reach customers may not be the best strategy due to the fact that you must pay Facebook in order to get your products seen by your target audience. Smaller businesses may focus on different platforms like Tumblr or Pinterest to get make their marketing dollars go farther.

2. Connect Directly With Your Customers On Twitter

With 288 million monthly active users, Twitter is an important social network for a business owner. And just last month, Twitter introduced a feature that allows users to receive direct messages from anyone, regardless of whether that person is a follower. To enable the feature and receive direct messages, Users must update their security settings.

This feature is exciting as it gives businesses direct access to their audience on Twitter. At a local and small business level, however, we recommend being cautious with this new feature as you do not want to be sending information about your products and services to people who didn’t ask for it – which could be very problematic for a brand. Instead, we recommend a social media strategy that focuses on posting engaging content that resonates with your followers so you can see more referrals and brand loyalty.

3. Google Changed Its Algorithm … Again

Your SEO (Search Engine Optimization) strategy may be affected by the latest algorithm update from Google – specifically if your website is not mobile-friendly. The new algorithm only affects Google searches made on mobile devices, which means that websites that the algorithm deems mobile-friendly are ranked higher than sites that are only optimized for desktop and laptop computers. This is important for small business owners because according to comScore, in 2014, 78 percent of Internet searches for business information made on a mobile device resulted in a purchase.

So what can you do to make your site more mobile-friendly? First, test your site. Use Google’s Mobile-Friendly Test tool to see if your site is optimized for mobile devices. Next, make sure you are using responsive Web design for your site. A responsive site uses the same URL across multiple devices and readers to display information to users. If your site is not responsive and you can’t afford a complete overhaul, think about getting a separate URL for your mobile site as an alternative.

Is your company’s website mobile-friendly? Are you getting the most out of your social media marketing efforts? Whether you’re just needing some advice or a complete branding overhaul, let our expert team create your marketing masterpiece. Visit our Capabilities page to see how Propel Business Solutions can enhance your brand and drive new business in 2015.