Remember how a few years back every brand decided to hop on Twitter and Facebook? Yeah don’t do that anymore.
According to a new survey by Forrester, investing money in social media campaigns for sites like Facebook and Twitter isn’t worth the time, energy, and money. Even posts from some of the top brands on social media only reach about 2% of their followers, with an even smaller percentage (0.07%) of those followers actually engaging with the brand and those posts.
Many brands have made the social media giant, the center of their campaigns hoping to gain a better relationship with their customers. However, as of this past January Facebook has been slowly tapering off their free-traffic flow in a push towards their paid promoted content. Facebook will soon no longer offer unpaid posts for brands, which means if a company wants to stay relevant of Facebook they’ll need to fork up some cash.
Previously thought of as a staple for brands looking to create a relationship with their customers, Twitter is also deemed a waste of time by the Forrester survey. Engaging fans on Twitter is especially hard, since most brands aren’t that funny and putting tweets into context is almost impossible. It’s also really easy things to go very bad, very fast, as DiGiorno Pizza did with their misuse of the “#WhyIStayed” tag.
Despite all this, forming a relationship with customers is still important. So where should you invest your efforts, if not to Facebook and Twitter? Forrester believes that microsites with “branded communities” will be a popular choice for certain brands in the coming year, and uses the Sony Playstation4 “GreatnessAwaits.com” site and its 4.5 million visits as a positive example.
Email will also stay relevant for brands, with emails being delivered to an estimated 90% of their audience versus the 2% delivery rate that Facebook gives. There’s also an added bonus of more free-reign with emails, as Facebook has restrictions and censorship abilities.
So if you’re going to invest your company’s energy into something, do yourself a favor and skip Twitter and Facebook, and focus on your emails.