Cheryl Conner may have posted her Forbes.com article on the day that honors an irrational number, Pi Day, but her advice makes complete sense. Marketers should watch each other to see what to do in social media marketing.
Her Saturday night site post cites recent research from Burlingame, Calif.-based social media marketing agency Leadtail.
"Social media sharing is more valuable and prominent than ever as an audience engagement, branding and content management trend," Conner opines. "But for maximum success, forget the 'here's where I'm eating lunch today' tweets and stick to compelling content from mainstream publications and industry reports. Or how about developing some interesting and useful posts of your own? … Visual content is more valuable than ever, CMOs say, and quality over quantity of audience is finally ruling the day."
Target Marketing, by the way, is having trouble remembering the last time a CMO tweeted his or her lunch. That may be Conner's only irrational comment on Pi Day.
Returning to Conner's advice, which is appearing in Target Marketing on #MarketingTipMonday, here's what she says professionals need to know:
1. Fewer CMOs Care About Foursquare Check-ins. Or Swarm by Foursquare. Or any location-based check-in apps, really.
2. CMOs Are Using LinkedIn to Share Content. With a bow to content marketing, "cross-posting of LinkedIn content to Twitter is up 200 percent over the past 24 months," Conner writes.
3. CMOs Are Influenced. Nearly half of the content CMOs share comes from what Conner terms the mainstream media, with Forbes at No. 1. She separates out trade publications as sources of "industry reports," which see 38 percent of CMO shares. [Editor's note: That means CMOs aren't writing much of their own content.]
4. Visual Content Is Important, as the ability to shift it between mobile and desktop devices.