Gartner : Top 4 Ways to Create Successful Social Content Across Paid, Owned, Earned and Shared

Published: 2022-01-21 12:03:07 ET IT

Consumers' time on social media has spiked since the COVID-19 outbreak and users are absorbing more digital content than ever before. In fact, Gartner research shows 80% of consumers in the U.S. and U.K. are consuming more social and digital content since the beginning of the pandemic.

Social media marketing is a complex landscape, where consumer expectations of a consistent and seamless journey often clash with disjointed social planning approaches. This is heightened by the lack of data transparency from social platforms and continuously changing algorithms.

Marketers must establish cross-functional teams to ensure their social presence is unified across social including paid, owned, earned and shared media.

There are more people on social media than in the past and these users are creating more content than ever before. As a result, your brand needs to provide entertainment, utility, conversation, or some combination of the three to remain relevant to consumers. You need to support a consistent experience across social, and the multichannel journey, to build trust and help your customers achieve their goals while driving your business objectives. Gartner clients can learn more from Gartner's Guide to Social Marketing Content Across Paid, Owned, Earned and Shared.

Disclaimer

Gartner Inc. published this content on 21 January 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 21 January 2022 17:02:02 UTC.