Edelman and Cision Form Communications Cloud Partnership Read More

5 Scary Facts About Businesses and Social Media Marketing

This month, it’s not the ghosts and goblins that are scaring me, but the businesses who are still abusing social media, or at least not fully leveraging all that’s available to them. C’mon people; social media has been around a while. It’s time we start using it correctly.

1. Businesses Are Barely Using Video on Social Media

While brands are posting diverse types of content on social media, only 4 percent of it is video. And yet, Facebook is competing with YouTube for the most videos watched. Facebook — and other social channels — are ideal for getting viewers for your company’s videos, so why not leverage that fact?

2. They’re Still Missing the Mark With Their Demographic


Look, people. Your customers aren’t on every social media channel. So why are you wasting your time on the wrong social media sites? Knowing that G+ users are 67 percent male or that only 5 percent of people over 65 access social sites on their phones can help you better target your social media marketing efforts.

3. Only 20 Percent of CMOs Use Social for Customer Engagement

It makes no sense. Customers have said that they want brands to interact with them on social media, and yet only 20 percent of CMOs are doing so. The barrier? All the data that’s there for the asking. They just don’t know what to do with their social media analytics, and are waiting around until someone else figures it out.

Want tips on how to engage with customers? Get Jay Baer’s advice in the new “LiSTEN” e-book!

4. Brands Aren’t Leveraging Tweets with Images

Despite the fact that a tweet with an image will get 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets, only 10 percent of tweets actually use images. That’s leaving money on the table, folks.

Include a stock photo or easily customize an image through Canva to make your tweet stand out in a stream and attract more clicks and shares.

5. B2B Brands Aren’t Fully Maximizing LinkedIn


One of the best social media tools for B2B companies, LinkedIn has users who log 17 minutes per month on the site and more than half of businesses have generated sales through the site. And yet businesses don’t dive deep enough into the tools available there. You can publish a long-form blog post to introduce new people to your content, and you can join and participate in industry-specific groups to network with more like-minded people.

Don’t be a horror story. If you’re guilty of any of these scary facts, make changes immediately. It just takes a little effort to increase your social media activity in the right direction, and to leverage tools to get the most traffic and engagement out of it.


Images: Moyan Brenn, r nial bradshaw, Esther Vargas (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.