Joe Meloni

A report from Mintel and the Affinion Loyalty Group found that social media marketing is quickly becoming an important channel for businesses, even as more traditional channels (including email and offline media) receive more focus. According to the study, just 9 percent of marketers currently consider social their most important channel effort, but the success many have found with it suggests this figure will continue to grow. 

More than half of companies said Facebook is the most important platform they use. Facebook’s strong combination of shared links, image, status updates and other posts adds to the user experience and fosters stronger relationships between brands and their clients and prospects.

„Approaching your customers through the lens of their experience is critical in having your message resonate through the noise,“ Charles Christianson, group vice president of Affinion Loyalty Group, said in the release.

Among the ways Facebook itself has evolved to improve visibility for brands on social is with improved ability to ensure prospects and fans view organic content at ideal times. Brafton recently reported that Facebook has rolled out Scheduled Posts to allow marketers to share content at a specific time, as well as Sponsored Stories to use organic content as paid content on the platform.