There are many misconceptions and exaggerated expectations about presence in social networks. Interestingly, communication decision-makers reject a company presence on Facebook, for example, with the argument that it does not generate enough direct sales. In doing so, they seem to forget that many areas of corporate communication have never primarily been concerned with generating direct sales. Despite this, investments continue to be made in so-called "classic" image media; often without being able to quantify the return on investment. In fact, however, Facebook ads, used correctly, are often an excellent way of promoting and selling offers.
So, if it hasn't already been done, we need to take a fresh look at the different media and their impact. Incidentally, digital media often offer very precise quantitative and qualitative indicators to see whether a measure is going in the right direction, long before the actual KPIs can be measured.
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Unfortunately, companies often think of a Facebook instagram data presence as simply a page on which they publish company announcements in the tried and tested style. Anyone who is then surprised that there is no response can almost be happy that at least there is no negative feedback.
Communication in the digital transformation works differently than is often anchored in the minds of decision-makers. Above all, "social" means many-to-many communication in which everyone can participate. But people only participate if it is interesting and attractive to them. This includes wanting to be actively involved and involved.
A recent study by Buzzsumo shows that the reach of individual Facebook posts continues to decline massively , which of course is mainly due to the increasing amount of content overall. Videos, however, perform by far the best.
Companies therefore have to think more carefully about how they can reach their community. Facebook offers many more options for this than just status updates on your own wall. Customer support, maintaining a specialist community in groups , the aforementioned employer branding and the personal networking mentioned above.
Multimedia forms should definitely take on an increasing importance.