My daughter loves to watch YouTube videos of young women talking about their “hauls” or in the language of us older folk – the things they recently bought at their favorite store(s). From the hottest shade of lipstick and nail polish to the newest fashion craze to what’s hot in music – she’s on top of it.
In fact, these videos even inspired her to launch her own YouTube channel, which surprisingly has nearly 500 followers with one of her videos reaching 8,500 views! Not too bad for a 14-year-old.
Back in the “old days” our purchases were influenced by friends, classmates, TV commercials, magazine ads, and even who was on our cereal boxes. But today social media influencers are pushing those traditional forms aside, at least that’s the conclusion of a new study conducted by Twitter and analytics firm Annalect.
The study found that 40 percent of those people asked said they purchased an item online after having seen it used by a social media influencer on YouTube, Vine, Twitter or Instagram. It went on to find that 20 percent of respondents shared what influencers were promoting -- nothing like word-of-mouth to boost sales.
Among other findings:
These days just about everyone – from your teenage daughter to your grandmother – is on social media. They think that posting photos to Facebook or messages on Twitter makes them an expert. But, it’s a totally different scenario when you are talking about managing social media for your business.
You would not hand over the keys to your office to someone who you just hired and whom you know nothing about. Why would you hand over your usernames and passwords and let them “have a go” at handling your company’s social media? Yet, it does happen.
Your company’s social media is its calling card. It presents its image or brand. Handing over your company’s social media responsibilities to someone who was not hired specifically to handle social media can (and often times has for many companies) become a recipe for disaster.
First and foremost, the person who you put in charge of your social media needs to understand your business and how you want it to be represented to the public. They need to know what products or services you provide, who your target audience is, who your competition is and how you want to deal with those who engage with your company on Facebook, Twitter, LinkedIn, Instagram, etc.
Garton-Miller Media is a full-service, South Florida-based public relations firm. Founder Susan R. Miller has 30 years of experience as a writer, journalist and PR professional.