As recently as a few years ago, simply having a presence on Social Media and posting regularly was enough to stand out in the digital realm. Businesses were able to reach customers through social channels easily while rivals asked the question ‘Who needs a Facebook Page?’
Those days are long past. As more people and businesses flock to social media the feeds of the customer become increasingly cluttered. On Facebook the average post is seen by less than 10% of the page’s fans, on Twitter anybody following more than a couple hundred accounts could have hundreds of new updates to sift through every time they refresh the page.
In addition to the volume of information that customers are exposed to, the public is increasingly savvy about the businesses they want to follow. They don’t merely want to be sold to, but also be kept informed and entertained.