Content is a hefty part of any social media strategy. But data suggests that social media is less about driving traffic through content and more about engagement and communication.
However, with so much content available today, users have become more selective about clicking links and viewing videos and where they spend their time. Instead, people are using social media to reach out to and communicate with brands rather than to find content. As a result, it has evolved into a customer support platform.
Businesses that can shift from a focus on one-to-many content and on clicks to a focus on one-to-few or even one-to-one conversations will have greater success and may even produce better, share-worthy content.
Read Why I Think Social Media Is For Branding and Engagement, Not Traffic or Revenue from Alfred Lua for a deeper analysis of this shift.