Social media is changing.. drastically. In this presentation, I update you on recent changes and what to do about it. Originally presented at 3XE Digital on May 11th, 2018.

1. The State of
Social Media
Ross Hudgens, Founder/CEO

2. Main Source:
http://bit.ly/
buzzsumo-study
@RossHudgens

3. It’s not a good
time to be in
social media…
or so it seems.
@RossHudgens

4. Social
engagement
is down… big.
@RossHudgens

5. The average
article received 8
shares in 2015.
Today, that
number is 4.
@RossHudgens

6. Things are more
competitive
than ever.
@RossHudgens

7. @RossHudgens
Facebook changes have dropped overall shares.

8. @RossHudgens
Mark Zuckerberg announced they are shifting to “meaningful conversations.”

9. @RossHudgens
This is not good, even for paid reach.

10. @RossHudgens
Organic impacts have always been big, but today they’re bigger than ever.

11. @RossHudgens
That said,
not all is lost.
@RossHudgens

12. LinkedIn as a
channel is
growing.
Shares are up
60% on the
network.
@RossHudgens

13. @RossHudgens
However, if
you’re in B2C,
that may not be
exciting news.
@RossHudgens

14. How about
Pinterest?
Check out these
stats from 2017.
@RossHudgens

15. In 2018,
Pinterest still
seems strong.
Facebook not
so much.
@RossHudgens

16. @RossHudgens
If you’re in a
meaningful B2C
market, there’s
no better time to
focus your
strategy on
Pinterest.
@RossHudgens

17. @RossHudgens
Pour more
resources into
native images
and content that
support the
network.
@RossHudgens

18. @RossHudgens
Twitter is a two-
way street. At the
top, engagement
has never been
better.
@RossHudgens

19. @RossHudgens
That said, it’s
harder to get
started because
of this.
@RossHudgens

20. @RossHudgens
Promote Mode is
an affordable
(~€80/mo) way
to gain reach.
@RossHudgens

21. @RossHudgens
Twitter says the
average person
will reach 30,000
more people and
add 30 more
followers.
@RossHudgens

22. @RossHudgens
That said,
native video
works almost
everywhere.
@RossHudgens

23. @RossHudgens
Videos are six
times more likely
to receive RTs
than GIFs are.
Source: https://bit.ly/hubspot-stat

24. @RossHudgens
A Facebook
video receives
135% more
reach than a
photo (on
average).
Source: https://bit.ly/sharing-stat

25. @RossHudgens
It’s hard to top
the distribution
potential of
YouTube.
@RossHudgens

26. @RossHudgens@RossHudgens
All that
considered,
the strategy to
utilize for real,
consistent
growth is an
obvious one.

27. @RossHudgens
Leverage search
as your “hub”.

28. @RossHudgens
If possible, use
email as your
second pillar.

29. @RossHudgens
Leverage social
media as your
spokes.

30. @RossHudgens
Leverage content
aimed to rank on
Google as
peripheral
social assets.

31. @RossHudgens
The great
content that
supports social,
will also support
Google.

32. @RossHudgens
From there, pivot
the amount of
effort you put into
each network
based on reach
as things
change.

33. @RossHudgens
However, keep
search and email
as your core..
and it won’t
matter if FB
declines.

34. @RossHudgens@RossHudgens
As social media
practitioners,
pivot your focus
from “I create
content for
networks”.

35. @RossHudgens@RossHudgens
Instead, think of
yourself as a
social content
creator.

36. @RossHudgens@RossHudgens
Today, even
content on
organic results
feels like social
content.

37. @RossHudgens
We don’t hire “writers” even though we focus on SEO.

38. @RossHudgens@RossHudgens
We hire people
who can write
punchy contant,
but also get
scannability &
design best
practices.

39. @RossHudgens@RossHudgens
That sounds a lot
like the atypical
“Social Media
Specialist” to me!

40. @RossHudgens
Today’s marketer needs to be T-Shaped.

41. @RossHudgens
You risk becoming irrelevant if you don’t build out your T.

42. @RossHudgens@RossHudgens
Work off those,
pivot to new
networks, and
your growth will
look like this —
for your career
and business.

43. Questions?
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