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9 Social Media Goals to Help Boost Your Strategy in 2020

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In business, goals are extremely important – they serve as a roadmap for your strategy, and at the same time enable you to evaluate your successes and missteps.

However, the goals you set for your social media efforts shouldn’t come out of nowhere. Data insights should always be the cornerstone of all your goal setting. That’s why for this list of social media goals for 2020, I’ve based each recommendation on data insights. Taking key trends and shifts as reference points, I’ve identified goals that will actually be relevant to the directions that the social media platforms are taking this year.

Below is a list of ten social media goals that you should consider aiming for in 2020, along with examples of brands that are already excelling on each point.

1. Stop ignoring your audience

Social media is always changing, and social media marketers need to stay on top of these changes. However, the core business principles stay the same.

One of the main principles of note is making sure that your business is customer-oriented. This principle should be embedded in every step of your business strategy, from research to customer support.

So how does the age-old principle of focusing on a customer apply to 2020 social media trends? Well, one thing to do in 2020 is to stop ignoring your customers on social. You might feel confused, or even offended right now that I even assumed that you’re neglecting your customers. But tell me, how much do you utilize social media to engage with and learn more about your target audience?

It’s highly likely that you respond to comments and posts that tag your accounts, but in 2020, it’s also worth considering social listening as another means to pay attention, and respond to your customers.

The simplest way to use social listening is to find and respond to untagged mentions, those instances where people are talking about your company without directly reaching out to you. However, simplicity is not what we’re aiming for when we have a tool as powerful as social listening at our disposal. With it, you can analyze large amounts of social data for product insights, discover potential customers, and understand your target audience.

Forget about the surveys and feedback forms – social listening gives you access to unfiltered opinions, shared online organically.

There are so many ways to make your business more customer-oriented by analyzing social listening data, and acting upon such. Here’s a perfect example of using social listening to raise brand awareness and engage with your target audience in a natural way without spamming them.

Inspiration: @HiltonSuggests

Hilton Suggests is a one-of-a-kind program launched by Hilton Hotels which connects local experts with people who are looking for travel recommendations through social listening. Hilton finds people who are looking for travel recommendations on Twitter and responds to them via a dedicated account. The people who give recommendations are the local employees of Hilton who know the best spots in the city in question. That makes the recommendations genuine and personal. 

The initiative is a great combination of understanding your audience’s needs and taking the action to address them. Not every person asking for travel recommendations is staying in a Hilton hotel,  but next time they’re choosing a place to stay, they might just remember the one that was so helpful during their last trip.

2. Try selling on social

Social media platforms are working to provide us with more and more ways to sell our products directly in-stream.

Features like Instagram Checkout now enable users to buy from a brand they like, without ever leaving the app, while Pinterest is also incorporating more and more commercial features. These efforts fall in line with customer trends – in a study of 178,421 global internet users aged 16-64, GlobalWebIndex found that 28 percent of users turned to social networks during their online product research.

In 2020, it’s worth bringing your sales efforts to social media. But you don’t necessarily have to use Instagram Checkout or the like, you can actually sell on social without any special features by pitching your products to the users that might be potentially interested in them.

But how do you find such users?

By joining relevant communities on social media: subreddits, Facebook groups, Twitter chats and such. People are constantly asking for recommendations, and you can tap into these conversations (just don’t be spammy). Social listening can also help here – tuning in will enable ou to find social posts which indicate buying intent (asking for recommendations or complaining about competitors). You can then engage with these users in real time. 

Inspirations: peripherii

Peripherii is a smart earring brand which is very active on Twitter. They follow hashtags around wearables and AirPods, and promote their brand within relevant communities.

This approach can be risky, and you don’t want to be perceived as spamming feeds. But it is worth considering your opportunities to tap into buying intent.

3. Broadcast yourself

Video isn’t a new trend – it’s been featured as a key social media marketing focus of note for a couple of years now. However, live video is something that still offers significant potential for marketers – and more brands are now picking up on the option. 

Streaming enables you to react immediately to what’s going on, connect with your audience in a relatable way, and show them that there’s a real person behind the brand. It lets you communicate with your audience directly.

Almost every social media platform understands the power of live streaming, with even LinkedIn introducing live streaming in 2019

You can go live to hype up a product launch, engage with your audience, cover a real-life event, or present a social media competition. 

Inspiration: Experian

Not to seem mean, but credit reporting companies are usually not the brands that you want to follow on social media. There are just not many exciting things about finance – however, Experian proves that theory wrong.

Experian uses live-streaming to connect to its customers. Every Wednesday, Experian hosts a Twitter chat where they discuss personal finance topics, and they amplify the discussion by going live on Periscope and YouTube to respond to users through video. 

4. Collaborate with micro-influencers

Influencer marketing can be a powerful strategy, but some brands still envision it being solely related to big-name, expensive, star endorsements. Make no mistake, audience numbers are important, but don’t overlook the potential of smaller creators, who tend to have more authentic relationships with their audiences, and thus, are better at establishing trust.

And in marketing, more trust means higher conversion rates.

That’s why 2020 will be the year of micro-influencers. Take a look at those creators who have less than 100 000 followers, find someone who aligns with your brand image and values, and reach out to them for potential collaboration.

Inspiration: Samsung

Last March, Samsung collaborated with several creative micro-influencers (up to 25 000 followers) on Instagram to promote the Galaxy Note 10. They worked with several influencers of different backgrounds and interests – for example, one of the collaborators was Urška Ahac, a Slovenian-born sports blogger with a little over 10K subscribers.

In this way, Samsung was able to tap into different audiences, and showcase the phone’s features in more creative, engaging ways. 

5. Have fun with AR

If you still think that AR is only good for putting cat ears on a teenage girl’s selfie, think again. More and more brands are now using AR filters on social media to promote themselves – and some are seeing big success. 

The three main platforms of emphasis for AR right now are Instagram, TikTok, and Snapchat – the three platforms that are also extremely popular with Millennials and Gen Z. Facebook CEO Mark Zuckerberg, in his listing of goals for the upcoming decade, specifically highlighted the use of AR and VR technologies, which is a sure indicator that Facebook will look to shift further in that direction as well.

Instagram even encourages users to create their own filters through free access to Spark AR Studio, so there’s no excuse not to try it. 

Inspiration: Kylie Cosmetics

Even the biggest Instagram celebrities are looking to leverage AR to maximize their performance. Kylie Jenner’s ‘Kylie Cosmetics’ recently created an AR filter which enables viewers to virtually try on its products.

The filter allows you to select different shades from the collection – which, incidentally, is also a feature that’s now available to selected brands on Pinterest, and YouTube as well.

6. Befriend the algorithms

Mastering social media algorithms is a good goal for any year, but if you haven’t done it yet, now is high time to embark on this mission.

Yes, report after report tells us that organic reach is falling, but that doesn’t mean that you should give up. Instead, yuo should look to understand what types of content each platform favors, and use that within your approach to maximize organic reach.

Creativity here is the key: we all know that many social media networks boost video content – but that doesn’t mean that you should produce cookie-cutter videos with no original ideas behind them. And again, the fact that engagement is the key to organic reach is well-known, but you can’t just ask people to like and comment on your posts. You need to come up with engaging content, in line with algorithm shifts, in order to optimize your results.

Inspiration: innocent drinks

This is the brand that knows how to align with content trends, while still keeping it aligned with their core business case. Their content is engaging, without being manipulative, sensational, or cringy.

Innocent Drinks generates engagement by being funny, a little bit absurd, and extremely relatable – though it worth underlining that they do this while also keeping it ‘on brand’. never drifting too far from their business niche.

7. Go somewhere new

There are always new social platforms popping up, and while few of them is ever worthy of being tagged as ‘the next big thing’ in the space, some do have staying power, and can provide reach to engaged, active audiences.

TikTok is one to consider on this front. TikTok isn’t really new, but there are still marketers who have doubts about it, though it may be worth experimenting with as part of your approach. A key benefit here is that TikTok’s algorithm is tailored to content discovery, which makes it easier to get eyeballs on your posts even if you’re just starting out.

Another app that’s seen a lot of early hype is Byte, built by the creator of Vine. Byte launched last week, and has already has rocketed to the top of U.S. App Store.

Inspiration: The Washington Post

A serious newspaper is probably not the brand that you’d expect to see TikTok content from, but The Washington Post joined the platform in 2020, and has quickly became a viral sensation.

What’s even more admirable is that WaPo manage to deliver news content through their short videos, while still making them highly entertaining. 

8. Become private

Yes, the word ‘social’ is right in the name – but one of the biggest social media trends for 2020 will be privacy.

More recent issues with political polarization, data exposure, and even high profile sackings over previously posted controversial opinions have lead to more people closing in their social media walls, and turning to more intimate, private conversations online. People are still using social platforms and apps at similar rates, but their discussions are increasingly being moved out of the public eye – which is an important trend for marketers to note. 

Brands can look to cater to this trend by starting a Facebook Group, for example, or creating a ‘Close Friends’ list for top fans on Instagram. Through options like this, brands can share exclusive content with their most loyal followers, which can encourage others to interact with your accounts in the hope of getting an invite. 

Inspiration: Lumen5

Lumen5 is a video editing app which boasts a very loyal user base. The company started a Facebook group to share tips on how to use software and edit videos in 2016, and it now has more followers than the official brand Page. 

Users can connect with each other and help others out, as well as ask the team behind the tool about the features and plans for the future. 

9. Start messaging

The popularity of messaging is another indicator of the shift to privacy. Nowadays, a lot of social media interactions are happening in DMs – people are talking with their friends, but also with brands. And given this, it’s worth paying attention to the opportunity.

In 2020, it’s worth considering how your business can better engage with your followers through messaging. Respond to Stories, answer questions, connect through Twitter DMs. Messenger bots can also be a great way to connect to your customers – but beware of automating your conversations too much. Even though it’s 2020, people still prefer to talk with humans.

Inspiration: Whole Foods

Whole Foods is famous for selling fresh organic food, and generally promoting healthy eating. Their chatbot is extremely on-brand – it’s a Messenger bot that recommends recipes tailored specifically to your taste (and using Whole Foods products, of course). You can select your preferences and get a delicious recipe in return, whever you need. 

In conclusion

These are some of the key trends that are likely to gain traction in 2020, assigned into goals which you can apply to your strategic approach. And while there’s a lot to take on, you’ll notice that many of the points here are inter-connected.

Start using social listening and you’ll be able to discover micro-influencers; Create a private community and you’ll begin getting more direct messages; Create an AR filter and gain traction on newer apps, etc. 

But perhaps, your primary social media goal for 2020 should be to figure out which of the major social media trends will benefit your business, and tweak your social media strategy accordingly.

Socialmediatoday.com

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Housebound Jordanian football fan a social media star

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Amer Abu Nawas was born with osteogenesis, or brittle bone disease, a genetic condition hindering normal bone growth that has meant he rarely leaves his home

Amer Abu Nawas was born with osteogenesis, or brittle bone disease, a genetic condition hindering normal bone growth that has meant he rarely leaves his home – Copyright AFP Khalil MAZRAAWI

Kamal Taha

Having spent most of his life housebound due to a medical condition, Jordanian Amer Abu Nawas’s love of football has propelled him to social media stardom.

Offering analysis of matches from the leading European football leagues to almost a quarter of a million followers, his Facebook page — “HouseAnalyzer” in Arabic — has grown into what he describes as a “big family”.

The 27-year-old was born with osteogenesis, or brittle bone disease, a genetic condition hindering normal bone growth that has meant he rarely leaves his home in Zarqa, 30 kilometres (18 miles) from Jordan’s capital Amman.

“It is true that I have never played football in my life, and have never attended any match, but for me football is everything,” Abu Nawas told AFP.

With no schools in the country catering to his needs, Abu Nawas grew up spending much of his time watching football matches, analysing the teams and playing football video games.

“This always made me feel like it is taking me from this world to a different one,” he said.

His relatives noticed his passion and encouraged him to publish his match analyses online.

In 2017, he launched his Facebook account, which now counts more than 243,000 followers.

– ‘Reach people’ –

Filmed on a phone in his bedroom, Abu Nawas’s videos usually feature him wearing a football jersey, excitedly commenting on matches and news from the world of football.

Discussing leagues from England, France, Germany, Italy and Spain, he sometimes uses a football pitch-shaped board to explain tactical nuances.

One of Abu Nawas’s latest videos reached more than 1.4 million viewers and he has started posting on YouTube, TikTok, Instagram and Twitter.

He said he was grateful for modern technology allowing him to connect with so many people.

“From this room, from this small place isolated from the world, I was able to cross these walls, reach people, communicate with them, create content, and become what I am today,” he said.

He expressed sadness at sometimes seeing people attack each other in comments to his posts, and said his relationship with his followers was “like a family”.

“This family is growing day by day, and I hope it will reach as many followers as possible,” he added.

Abu Nawas’s own family do their best to provide him with a comfortable life.

He is the youngest of three brothers and his father is a doctor and his mother a pharmacist.

Inside his room are shelves with a PlayStation, a computer and plastic baskets keeping items he might need.

On his bed are phones, remote controls, headphones and a long stick used to reach distant items.

– ‘Not an obstacle’ –

“He has his own world, in a room with a temperature of 27 degrees to avoid cold and pneumonia. He can operate anything using the remote control,” his father Yussef told AFP.

He said his son has friends who occasionally visit.

“When he feels bad, they take him out for a tour in a minibus,” he said.

Abu Nawas lamented that in Jordan “nobody cares” about people with diseases like his, and said he wished he had had the opportunity to attend school.

“The conditions for people with special needs are catastrophic,” he said.

“I could not learn because there are no special schools for people like me.”

Last year, the organisers of the football World Cup invited him to attend the tournament in Qatar.

But due to travel difficulties linked to his condition, he arrived late and missed the matches he was scheduled to attend.

Even so, Abu Nawas said it was “the best 10 days of my life”.

“I know my condition, I learned to be content, and I will remain so,” he said.

“Disability need not be an obstacle to success.”

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Stand Out in a Crowded Market By Focusing on Organic Growth

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Stand Out in a Crowded Market By Focusing on Organic Growth

Opinions expressed by Entrepreneur contributors are their own.

My partner and I have seen the power of organic growth, even in a significantly competitive market like fashion. Our company, named BJ Positive Wear, was able to create something captivating to our customers within the last two years. I saw a complete transformation of our business in that time, all due to organic growth and the philosophies that we used to succeed.

Even though we had no idea what to expect, we decided from the very start to go in with organic growth being the ultimate goal. We did not benefit from outside help, so we chose to do this. We knew it would take longer, but in the end, every action brought us one step closer to where we are today.

I believe everybody could benefit from focusing on organic growth in a competitive market. If you’re unsure where to start, I will share with you what we did to achieve our success today.

Related: How Thinking Like a Designer Can Unlock Organic Growth

Why organic growth matters

You might not think much of it, but organic growth is the ultimate powerhouse for success. Organic growth is an important area of focus because it encompasses various areas of outreach and focuses on genuinely connecting with the audience you want to reach with your business.

Back in the days before the internet, organic growth was increasingly difficult. People had to do traditional marketing, create posters, billboards and more. Today, my partner goes on social media and shares content.

Social media has so much power, and many people I see and talk to in the business world don’t even grasp the full potential of it. For our firm, social media was what ultimately made us powerful and gave us the organic growth we wanted. You can have the same, and it comes with a few specific steps that we took as we embarked on our journey to success.

Create conversation

One of the essential tips is to create conversation. Organic growth is about engaging with the audience and making them feel a part of what you are doing. Your customer is the ultimate source of direction as a business. Even if you start with an idea for a specific product, you need to listen to the customer and see if what you have to offer is going to benefit them or not.

Create these conversations, and focus on what they say. Even if it is entirely different than what you might have expected, your customer is the ultimate tool for you to spearhead any decision to allow you to further expand and experience growth as a business.

Present value and transparency

Transparency is one of the most valuable tools in any business. If you want to succeed and capture any audience demographic’s attention, you need clarity in your messaging. You must lay out the value for your specific product or service to the audience. Customers like honesty. This is something that I have come to appreciate as a co-founder.

People want to hear exactly what you have to offer. So, don’t leave a mystery. Instead, present your value and be transparent in your messaging. This is what ultimately creates organic growth, but it also leads to another essential aspect of how we were able to achieve our success.

Related: How Transparency In Business Leads to Customer Growth and Loyalty

Differentiate and remain competitive

One of the ultimate tools people often do not tap into is the potential for every social media user today to understand their competition. Everything is publicly available, and there are no surprises. If you find yourself in a position where you are genuinely struggling to remain competitive, point out where you think you can defeat your competition.

When we were focusing on creating our clothing business, we wanted to create something meaningful. Additionally, we wanted to create something that would ultimately stand out compared with every other company we’d seen in the industry. This eventually led me to differentiate and focus on innovating what was already in our market. If you want to succeed, take it from us: You need to determine and figure out what your competitor offers that you can beat and defeat.

Organic growth accelerates when you become a creator

Organic growth is ultimately the most meaningful because it allows you to create conversation and value while remaining competitive with your competition. But there’s something else that many people often forget.

There are multiple kinds of organic growth facilitators in this world. Some people stick to diversification, while others focus on offering something of value that is a necessary product to people. Finally, some people, like our business and myself, become creators.

Why creators stand out and defeat the competition

You can choose any path you’d like to accelerate organic growth, but ultimately, I see the most value in becoming a creator. As a creator, our business built something that truly did stand out compared to other competitors. We focused on innovation first, then differentiated and ensured that there would be immense value offered in whatever we did in the industry. As a startup, I can offer you so much advice, but this is ultimately one of the most important: If you want to see success, inspire people, and become a creator of your own.

You have the power to create value

Creators are essential and stand out because we build value with our products. We value each service we offer, and new business models will be created. We create a massive following and see our company take off in ways we never thought possible. Organic growth accelerates when you are a creator, and this is because you find a way to inspire people.

Be an underdog and stand out

People like a success story. Everybody wants to root for the underdog, and quite honestly, my business was the underdog, but we were also extreme innovators in what we were able to do. If you want to see success in the industry you are part of, then I urge you to consider what you can create to stand out.

Related: 4 Surprisingly Simple Ways To Stand Out From Your Competition

Revisit your ideas and improve them

If you have already begun a product, differentiate yourself and re-envision what you’ve already done. I guarantee you that when you think of something impactful and creative, others will see it and flock to you and your business. They will believe in your mission and see you as inspirational.

Focus your success on your organic growth

No matter your path, you need to consider certain factors if you are a startup. Remaining competitive and finding a way to differentiate yourself honestly is the ultimate goal of organic growth.

For us, especially with how significantly our business grew in such a short time, we don’t owe anybody anything, and it’s a risk we took. We chose to put everything into creating something nobody had ever done, and even in the end, it was far more tiring and more prolonged than we ever envisioned. Still, I promise you that the journey will be worth it in the end.

Hopefully, I provided you with the insight and inspiration needed to take that leap and take a risk. No matter what business you run, I hope you present something nobody has ever seen before, but also attempt to inspire people to follow you, no matter where your journey takes you.



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Elon Musk Says That Twitter Will Continue to Offer Free API Access to Good Bot Accounts

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

It’s honestly difficult to make any assessment of Elon Musk’s time in charge of Twitter as yet, because while he has made some bad decisions, he’s also reversed course on most of them, and while he continues to try things that seemingly have no chance of working out, he’s also not taking past precedent as definitive.

Which is maybe a good thing?

In the latest example of Musk’s shoot first, ask questions later management style, Elon has seemingly reversed the unpopular decision to charge for all usage of Twitter’s API, at least in some applications

As per Elon’s tweet, Twitter will continue to allow ‘bots providing good content’ to access Twitter’s API for free, which looked set to be one of the key losses of Twitter’s recent decision to paywall all API access.

Though much of the angst in this case came down to poor communication – last week, Twitter announced that, starting February 9th, it would be cutting off free access to its API, which is the key connector that many third party apps and Twitter’s bots use to function.

That triggered a strong response from the developer community, though a day later, Elon further explained that:

This wasn’t an official announcement, nor was it communicated via the Twitter Developers account. This was Elon, in an exchange with another user, randomly providing valuable context that would have avoided much of the angst and concern that came with the original Twitter Dev statement.

Now, the bigger question is whether $100 is any disincentive to spammers, who likely make way more than that from bot activity. But regardless, $100 is likely affordable for most of the third-party apps which looked set to lose the most from this update in policy, so it’s actually nowhere near as bad as the first announcement seemed.

It’s just bad communication, and given that Twitter no longer has a comms department, that makes sense.

But it’s also the perfect microcosm of the Elon experience, which he both benefits and suffers from, though maybe not in equal measure.

The key thing to note is that Elon loves attention. His one undisputable skill is that he knows how to make headlines, how to get people looking his way, which is why his main money maker, Tesla, has never needed a comms department either. They just let Elon say whatever he likes, good or bad, and the press comes running – and in this respect, you can see how his approach to such announcements at Twitter actually helps them get wider coverage and awareness, as opposed to them being outlined through regular channels.

But is that a good thing? Getting the developer community offside seems like unnecessary collateral damage, while the negativity this creates also seems less conducive to functional working arrangements with external partners and suppliers.

It seems like that could be harmful for his companies, long term – but then again, the more transparent nature of such, and his willingness to change course in a responsive way, could also be beneficial. Maybe?

Essentially, what we’re getting with Twitter 2.0 is a window into Elon Musk’s ‘hardcore’ management style, which is not entirely reliant on internal debate and decision-making, and also takes into account audience response, and factors that into its process.

Which is actually, probably, better, at least in some ways. I mean, Twitter, in times past, took months, even years to gain any traction on updates, before rolling them out, then it was forced to stick with them, even if they were unpopular, due to the amount of time invested.

With 70% fewer staff, Musk doesn’t have that luxury, but he has repeatedly shown a willingness to listen to the case for and against each update, and shift tack accordingly.

So while he has made some bad decisions, and will continue to do so, Twitter is moving fast. It’s breaking things too, but it’s still running, and Musk seems confident that he can convert it into a revenue positive business sometime soon.

And now, your weather bots, your system updates, your automated accounts that let you know what you want via tweet, will continue to operate. Unless Elon changes his mind again.



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