Why business networks aren’t doing the ‘right thing’ on social media
Business networks are not doing the “right thing” on social network marketing, says Michael Rauch, co-founder and chief executive officer of Creative Strategies.
The news comes as the number of social media users in the United States continues to rise.
In 2016, social media used to be used by roughly 10 percent of Americans, but by 2018, it had reached about 15 percent, according to data from the Digital Advertising Alliance.
Social media also continues to grow in popularity as companies seek to gain new followers, share content and reach more people.
Business networks also face challenges on social networks, including a lack of transparency and the need to make money from ad revenue.
Raucher, who has been in the business of managing business networks since 2006, says businesses often need to build brand awareness through social media.
Business network design can help business owners create new channels for content and build relationships with advertisers, he says.
Rauch said social media channels are a good place to launch new brands, and if they can’t do that, it’s important for businesses to get in touch with their influencers to ask for help.
“The more influencers you have on social, the more you can have a presence on those social channels and get those conversations going,” he said.
“It’s important to have someone to get your message out to.
The more you have that, the better off you are.
There’s a lot of value in that.
Raucher’s advice to business owners is to be “proactive” in finding influencers, and to be flexible about what content they share.””
If you don’t have that relationship, you’re not going to get the kind of engagement you need to get people excited to sign up.”
Raucher’s advice to business owners is to be “proactive” in finding influencers, and to be flexible about what content they share.
“In terms of content, you need a platform that’s going to be able to get it across to the most engaged audience,” he says, noting that he advises businesses to find influencers through their respective social networks.
“If it’s not going viral, you can’t create an impact,” he adds.
Rauli is a co-host of “The Entrepreneur’s Guide to Social Media” on CBS Digital News.
She also has a podcast, “The Rauli Show” on WGN Radio.
Follow her on Twitter @RaulieChao.
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