Daney Parker, Editor, PRmoment.com
Oh how communicators love social media, or do they? According to recent research by automation software provider Hopper HQ, half of marketers don’t see the point of Twitter any more and hardly any use Snapchat for their clients.
There are also budget issues with social, with nearly three quarters (72%) of B2B marketers struggling to obtain social budget from their clients, despite four fifths (80%) of marketing professionals saying that social media was the most accessible and easiest marketing tool to use.
Social media evolution
Discussing how marketers are constantly having to adapt to changes in social, Mike Bandar, founder of automation software provider Hopper HQ, says: “The days of Twitter and Facebook being the dominant social media channels for not just the public, but for marketers, are slowly drifting into the past. As the social media landscape continues to change, it’s clear that the professionals who work within the space are evolving with it. Social media is one of the most dynamic routes to an audience in the world, and for the people whose job it is to use it to their and their clients’ advantage, it is extremely important to choose the right avenues and channels.”
Death of Twitter
Analysing the apparent unpopularity of Twitter, Bandar says: “There’s been a lot of talk about Twitter struggling with active user numbers in recent years, and there has been an audible groan from the marketing community and public about the usefulness of the platform. However, to see such a small number of marketers using it professionally is surprising – especially when we look at how huge Twitter was just a couple of years ago. I think this downfall in popularity is mostly owing to advances in other platforms, such as Instagram and Snapchat, which have levelled the social media playing field. Most will agree that Facebook is the biggest and most useful social media channel, however, I think the rise of popularity in Instagram in particular has had a massive impact on Twitter – as well as damaging Snapchat’s use by replicating features such as ‘Stories’.”
Looks like Twitter may have had its day... so I’m off to tweet that right now!
Hopper HQ surveyed more than 2,000 marketers from the UK to see what they thought about social media and the different platforms at their disposal.
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