At Rock we are truly lucky to be immersed within a community of experts. Each individual has their own talent, opinion and knowledge. We decided that instead of writing what we thought of the world and the industries we all work in, why don’t we ask them?
This has part of our series of Q&A style articles that we hope will inspire you, educate you, and or empower you.
Owner & Founder of South Coast Social
We asked the fantastically knowledgeable Clare Groombridge a little bit about social media now, the freedom it’s given companies and what works best for who.
Rock: Social Media has grown exponentially over the past couple of years, what would you say have been the highlights and best things to come off the back of this?
Clare: I would say the opportunities for brands to engage and interact with their audience. As social media has evolved, so has the need for brands to become more clever with their social media marketing and ‘think outside the box’ to attract valuable followers. Consumers are definitely increasingly social media savvy, so businesses need to follow suit or get left behind.
Rock: Being a part of social media has given companies more free reign on where, when and what they can post. Do you think this freedom has given smaller companies a chance that they wouldn’t have had if all marketing and advertising was still just in print?
Clare: Oh 100%!! We work with small businesses who exclusively market and sell through social media. It’s ALL about engagement and being part of a conversation – brands can’t just say ‘here we are! buy our stuff!’ in the same way they used to via print or TV – that just doesn’t cut it any more. It’s given incredible opportunities for those businesses who capitalised on the opportunities social media can offer.
Rock: In terms of job roles, there are lots of jobs that exist now because of social media that ten years ago did not exist. What do you think is next in terms of new jobs roles in the social media industry?
Clare: Definitely! (our business, for example!) We’ve seen a huge rise in Influencers (e.g. those who make their vlogging / blogging life their full time career – yes, it definitely is a thing!) However, with growing industry concern about authenticity, even this niche is constantly adapting. The huge rise of social media advertising, especially on Facebook has led to dedicated Social Media Advertising Specialist roles, often working hand in hand with a Content Creation Specialist and Data Analyst.
Rock: How as an individual can you prepare yourself for the future of the social media revolution, is there any training or platforms for useful information moving forwards?
Clare: I think if you’re using social media in your role, try and stay up to date with the latest developments by reading good social media blogs such as Hootsuite, Social Media Today (or, you know, our company blog!). Facebook offers free training for Business users including their advertising platform which could be invaluable if you haven’t had much experience.
Rock: What is the best social media platforms to use or does this depend on the sector you work in? For example if you run a creative agency what would be the best platform? Or as an insurance company where would be best to post?
Clare: We have a mantra we always roll out to our clients – ‘pick your networks wisely and do them well’! Rather than specifically your sector, it depends where your audience is, and what you want to achieve from your social media networks – is it website traffic, brand awareness, follower growth…
We work with niche, luxury brands that simply have an Instagram profile and we ensure this is beautifully crafted with stunning, impactful imagery and carefully constructed captions. However, if you’re a B2B business, LinkedIn might be the perfect place to be to engage with supplier and potential clients. Whatever you choose, if you’re going to manage your social media profiles in-house, ensure you have the time to post frequent, relevant content.