Social media has enabled companies to remain connected and engaged with audiences during a tumultuous year that has highlighted the necessity and power of digital content and experiences.
Heading into 2021, brands will again be looking to leverage social platforms to deliver the right messages to consumers and achieve important goals, whether that is driving engagement, increasing visibility or converting followers into new leads.
With this in mind, HubSpot teamed up with Talkwalker to offer a few actionable takeaways based on insights from more than 70 global experts to help marketers on the path to success during the next 12 months.
Weary consumers wary of digital disinformation
There were 101m mentions of disinformation on social media during the first six months of 2020, a clear sign that the general public is growing tired of second-guessing news that they see across online platforms. While fake news has been a problem for several years now, there finally appears to be some pushback.
The report suggests that COVID-19 has been a trigger for the widespread distaste for disinformation, as high levels of uncertainty have increased the need for accurate and relevant news and resources.
Brands can blaze a trail here by adopting a culture of transparency, ensuring that their content distribution and ad channels meet the highest standards. Brand monitoring can also be practised to reduce the chances of inaccurate news and ads being linked to a brand.
From here, marketers can then focus on creating excellent content-driven experiences that strengthen relationships and build trust. Telum Media managing director Tim Williamson notes: There is an opport