Anyone with a smartphone is likely guilty of checking the Facebook or Twitter app on their phone mere seconds after having closed out of the same site on their computer. They probably didn’t do it on purpose, but the act of unlocking their phone and checking social media has become second nature. Our generation – college students and young professionals – tremble at the thought of being unable to access their social media accounts for more than a few hours. And businesses have taken notice.
When we meet someone new we almost instantly look them up on social media. If they don’t have a Facebook page, red flags start popping up in a lot of people’s minds. What are they trying to hide? Are they even real? And we’ve reached the point where the same is almost entirely true for companies, especially for the ones that are household names.
Nowadays, most companies have established themselves on Twitter and maintain an active presence thanks to someone who works primarily in social media for said company. For a lot of active social media users, that sounds like a dream job – spending hours scrolling through Facebook, Twitter, Instagram, Pinterest, etc. monitoring and engaging with various accounts. But planning daily social media posts and maintaining a brand image are more difficult than tweeting your thoughts on Taylor Swift’s Grammys outfit or on the awesome burrito you devoured for lunch. There’s much more planning and research involved – so much so that for some people, that is literally their full time job.
It’s not my full time job, but I’ve spent the last couple weeks working on creating social media content (for Facebook, Twitter, and LinkedIn) for one of Bravo’s clients, We Work For Health, and it has eaten away at numerous hours of my time. Choosing daily topics or weekly recurring topics and selecting the right subject matter for each day takes time. Choosing the right wording, and then rewording it to see if there’s a better way (the 140 character limit on Twitter is more of a curse than a blessing) takes time. Plus, anytime a company pushes a new product, publishes an article, releases a statement, or hosts an event, that action demands an accompanying social media post or the news is never going to reach a sizable portion of their audience.
Any company that wants to reach the millennials knows that time spent on social media is time well spent because each time a millennial unlocks their smartphone, chances are they’re going to open a social media app.