Corporate wallpaper be banished!

According to a recent report*, almost half of UK and US social media users have consciously reduced the amount of time they spend on social. And while this may include a fair chunk of much younger users (probably on platforms you and I have never heard of), it’s symptomatic of a broader trend affecting us all. Why? We want more (actual, real) face time with family and friends, we’ve lost trust in big networks and we’re not (as) interested anymore in what people are saying and doing (unless there is something in it for us).

For businesses and individuals looking to build networks and profiles on forums such as Linkedin it might seem worrying. But I see it as an opportunity. For too long we’ve been subjected to what I call ‘corporate wallpaper’, with people posting poor or mediocre (lazy) content just because they can. Linkedin have recognised this and recently changed their algorithm and the way content is promoted. I’m one of those people working with clients who have found this a little frustrating; engagement fell off a cliff and the lack transparency from Linkedin made it even worse. But it’s a welcome step in the long run if you, like me, care passionately about quality, relevant content.

So, what should you do? seize the opportunity! Think less about what you want to sell and more about what your audience really care about. Less is more – think less about churn and volume and more about quality and relevance. How will Linkedin measure how your content is relevant by your network? Make sure your Linkedin personal profile is up to date, is clear about the outcomes of what you do and who you work with.

And if you want help with your content and marketing on social and beyond, I’m right here! Get in touch angela@meteoric.marketing

*Source: GlobalWebIndex, first stumbled upon in an article by Marketing Week

 

I’m Angela Brown, I’m a marketing and communications consultant and founder of Meteoric. I have over 20 years of experience working in PR, communications and marketing from campaigns to thought leadership, social media to events. I work with clients to help them create compelling content and marketing that resonates with their target audiences.