Bright spark Carl Jackson, once social media coordinator at the University of Melbourne and now heading up the social team at Real Estate Australia, has kindly joined the speaker line-up for the upcoming Social Media in Tertiary Education Conference in Sydney.
I met Carl at the 2014 Social Media conference in Melbourne and it soon became apparent that he was extremely engaging and switched on when it came to social.
Making the transition from higher education to marketing for Australia’s number one commercial property site has allowed Carl to view social media from both sides of the coin.
Here is a little taster of what he had to say about trends not to be ignored:
“How many blog posts have you read so far this year promising to tell you what the absolute, unquestionable, hottest trend is in social media right now? I promise this won’t be one of them. The truth is, by the time most of those are written, the zeitgeist they reference has either passed or never eventuated.
Instead, here are two major trends that aren’t changing any time soon.
Social on the go
When you’re waiting for your morning coffee or trying to kill a few minutes before the train arrives, do you whip out your computer to check Facebook & Twitter? Neither do the people you’re trying to talk to. According to 2014’s Yellow Social Report, 71% of Australians accessed social media via their smartphone in 2014, up from 38% in 2011. Over the same period those who accessed via laptop only rose 5% to 55% and those who accessed via desktop fell from 60% to 38% over the same period.
If you’re trying to reach people through social media, think about what works on mobile. Is the site you’re linking to optimised for mobile devices? Are the images you’ve posted going to look as good when they’re on a small screen? Mobile is not going away, so think about what it’s going to look like on a phone every time you post content. Pretty much every social platform has guides on best practice for mobile, so if you haven’t already, now is the time to get familiar with these.
The free ride’s over
Yes, I know, Facebook is not showing anyone your stuff and it’s time to brace for the (expensive) social-ocalypse where we talk and nobody hears. It’s tough for those of us who remember all that glorious free reach, but we need to accept that Facebook has grown up and decided it needs to get a job and earn some money. Twitter, Instagram, Snapchat; they’re all going to head down the same path. As social media becomes a core marketing and communications function rather than a free fringe extra, it’s becoming a pay-to-play environment.
So, what can you do? Get a budget. Start paying. Your organisation is likely spending on a whole range of advertising, and you should start making a play for a slice of this spend. You won’t necessarily need a lot, but you’ll need something. The good old days aren’t coming back.”
Learn more about these and other vital social media trends in the education sector at the upcoming Social Media in Tertiary Education Conference in Sydney on March 25th & 26th.