It’s Disruptive. It’s Revolutionary. It’s Creative. It’s Analytical. It’s Social Media.
Most things new and inventive give rise to disruptive innovation. Social media certainly qualifies, having set in motion a communication paradigm shift, defined as:
Forbes offers this take on disruptive innovation:
People are sometimes confused about the difference between innovation and disruption. It’s not exactly black and white, but there are real distinctions. Think of it this way: Disruptors are innovators, but not all innovators are disruptors – in the same way that a square is a rectangle but not all rectangles are squares.
Revolutionary? Sure, social media is ‘radically new’ and ‘outside or beyond established procedure’. And would we even be discussing it right now if it were not revolutionary?
Most definitely social media is creative. It opens new portals of communicating, sharing and being heard. It fundamentally connects us and reminds us of our shared humanity.
Analytics was given new meaning and purpose when social media was born. As a valuable tool for gauging and measuring business growth, trends, insights and brand value – social media rocks.
In a 2014 report, Social Media Examiner reveals some of the most pressing questions that marketers want answered:
1) Which tactics are most effective? Is it best to publish lots of content or go for thought leadership?
2) What is the best way to engage my audience? What sites, content types and time slots are most effective?
3) How do we measure our return on investment?
4) If I am active on a number of sites, how do I know what tools, gadgets and software I need to be effective?
5) How do I identify a target audience and deliver them the content they want?
The report also showed that the most common effect of social media use is increased exposure to the brand, with an overwhelming 92 percent of marketers responding. Other notable uses included increased web traffic (cited by 80 percent of respondents), development of loyal fans (72 percent) and better marketplace insight (71 percent).
- 84% of B2B marketers use social media in some form.*
- The majority of marketers (59%) are using social media for 6 hours or more each week.**
- 83% of marketers indicate that social media is important for their business.**
- Social media has a 100% higher lead-to-close rate than outbound marketing.***
Social media has established its presence and is here to stay. So if you want to stay in the game to win, embrace this disruptive, revolutionary, creative, analytical thing called social media and move forward.
**Social Media Examiner
***State of Inbound Marketing, 2012