Moving Fast, Thinking Long-Term To Power Up Your Social Traffic

Still thinking social media is just a time suck? Think again, because another batch of statistics are showing just how powerful social media is, and how it’s most likely here to stay. Forbes.com recently reported on a study that showed social media is now the number one driver of all website traffic. That’s right. Social media is not just one of the components or just a contributor to your referral traffic. It is, to date, the most important influencer of how your target audience arrives knocking at your homepage.
The report further showed in detail how Facebook is still leading the way in terms of social media referrals. The other leaders (Twitter, Instagram, Pinterest, LinkedIn and YouTube) also provide significant traffic, although their pull can still benefit from more weight. And with the way the figures are moving, it’s clear just how social traffic is gearing to become a very vital and non-negotiable part of a successful online marketing strategy.
But how do you actually turn your social media channels into your most potent business building platform? The tricky part about social media is that everything there just moves so fast: sometimes, even real time is not fast enough. For such a dynamic environment, the tried and tested marketing models and technique just won’t work anymore. You have to rethink your perspective. You have to think on your feet. You need to equip yourself with new ways of thinking and learn to use the innovative tools and solutions – or be left behind, eating the dust of your competitors.
Here’s an example of how traditional marketing principles may be wrong, or even harmful, when applied in social media land. When someone makes a (very) public complaint (or in social media language, rant) about your brand, the traditional response for businesses is to keep quiet. Lay low. Let it pass. Or create a distraction, change the topic. The point is not to address or even acknowledge the negatives directly.
However, in the social media arena, staying silent can make the fire spread ever bigger. We’ve seen this happen in even the most established names and businesses in the world. That’s why companies today are using strategies to ensure they’re informed whenever there’s a mention of their brand online. The online community expects you to answer the questions that are directed to you. They want you to be part of the conversation. That’s one of the proven ways to build your fan base and followers.
Of course, without an informed stance, directly taking part in the conversation can be a highly risky thing to do. But with the right approach and a clear perspective, being present and visible in social media can lead to an absolutely rewarding transformation for your brand.
Everything seems fast and instant in social media, but the real score is this: To successfully build social traffic, you would want a solid, sustainable, long-term integrated online marketing strategy to guide and inform your every move. It’s an exciting and rewarding world out there, and if you have figured out how to navigate the terrain in a skillful and authentic manner, social media may just be the light you need for your brand to shine.