As we step into 2024, the landscape of social media marketing is undergoing a transformation. The recent shifts in platforms like Twitter, now known as ‘X’, and the rise of alternatives like BlueSky and Mastodon, signal a new era. This is a time when social media is not just about reaching massive audiences but about building sustainable relationships and leveraging AI for enhanced analytics and strategy.
Building Sustainable Relationships
Ann Handley, from MarketingProfs, emphasizes the importance of using social media as a tool for building relationships rather than merely driving traffic. The focus is on slow, sustainable relationship building, requiring a strategic shift and an evolved mindset.
Executive Thought Leadership
Purna Virji of LinkedIn advises incorporating executive thought leadership into social media strategies. With economic uncertainties, businesses need to stand out, and thought leadership content, both paid and organic, can increase market consideration and trust with prospects.
AI-Powered Data Analysis
Andy Crestodina from Orbit Media Studios highlights the role of AI in analyzing social media data. Utilizing AI tools for data structuring and analysis can lead to insightful findings that reshape social media strategies.
Short Form Video & Personalization
Larry Kim of Customers.ai points to the dominance of short-form video content across social platforms. Coupled with this trend, Katie Lance advocates for personalization and user-generated content to foster authenticity and relatable connections with audiences.
Diversifying Platforms and Technologies
Embracing emerging platforms, especially those leveraging AR and VR, is crucial for staying ahead. The growing interest in decentralized platforms and blockchain technology also presents new opportunities for innovative engagement.
Exit Plan for ‘X’ and Content Focus
Greg Jarboe from SEO-PR suggests preparing an exit strategy from ‘X’ and focusing on platforms like Facebook, YouTube, and Instagram. He emphasizes the importance of creating videos worth watching and content worth sharing, leveraging AI tools for content creation.
Audience Building and Analytics
Jeff Riddall of OneLocal stresses the importance of building an audience and using analytics to understand the effectiveness of social media efforts. This involves leveraging native analytics tools for insights into engagement and conversions.
Meaningful Connections and Responsible Branding
Ashley Segura talks about the importance of meaningful connections and responsible branding. This includes collaborations with micro-influencers, focusing on sustainability, and building online communities around the brand.
Leveraging Data Analytics and AI Tools
Jason Hennessey from Jason Hennessey Consulting emphasizes the need to understand and leverage data analytics and AI tools for optimizing campaigns and tracking ROI.
Capturing First-Party Data
Casie Gillette from Customers.ai advises focusing on capturing first-party data in light of privacy changes by Google and Apple. This is essential for effective social reach and remarketing campaigns.
Meta’s Developments in AI
Mari Smith predicts significant AI-powered updates from Meta, including advanced AI tools in Meta Business Suite for content creation and performance tracking.
Approaching AI Integration with Caution
Brent Csutoras from Search Engine Journal advises caution in integrating AI, emphasizing authenticity and the use of AI as a supportive tool rather than a substitute.
Social media marketing in 2024 is about evolving strategies to build sustainable relationships, leveraging AI for data analysis and content creation, embracing new technologies, and focusing on authenticity and personalization. As the digital landscape continues to shift, marketers must stay adaptive, innovative, and sensitive to the changing dynamics of social media interactions.