The convergence of social media and paid media means that Community Managers must add another string to their ever-growing bow.
Much in the way that using a tool like Radian6, Sysomos or Netbase to understand how a community behaves has become an essential skill, Account Executives right through to Directors, need to know what Paid Media can bring to a communications activity and how to execute.
The emergence of paid media as a communication tool in social media has meant that advertising budgets are being pushed more to the social media realm; recent GroupM research has suggested that this year more than 50% of ad spend will now be put towards digital advertising.
1. Organic reach is dying
The days of thousands and thousands of likes on Facebook posts are over. Facebook have all but ensured that if you want your content to reach the large fanbase you’ve spent the last five years building up, you will need to pay for the pleasure.
It’s easy to hypothesise that Twitter or Instagram will be the next platform to begin throttling organic reach – they need to because…
2. Platforms need to monetise to survive
Getting paid to get people in front of your content is one of the simplest ways to make a quick buck. But it is essential; without platforms there are fewer ways to connect with the switched generation and if the shareholders and investors don’t see a return, they’ll pull the plug.
People do not want to be bombarded by adverts; that means platforms need to make the content they *can* publish work harder.
3.If you don’t do it, someone else will
The landgrab for paid media ownership has been ever-shifting; whether it’s media, advertising, marketing, PR, social media or digital agencies, everyone sees the value that Paid media can bring.
To be able to run and maintain a paid campaign must be a requisite for anyone hoping to succeed in the digital communication space. If you’re unable to do it, someone else will and that means less revenue for your agency and could mean you’re overlooked for that big role you want.
As someone who has managed many different communities over the last eight years, I don’t want to sound the death knell for Community Management, but the reality is that many big brands are pulling that role in-house to dedicated teams. That leaves agency teams with fewer opportunities and a big question: what do we do if one of our main revenue drivers dries up? Become Paid media experts, could be one of the potential answers.
4. You learn about measurement *really* quickly
Social media is converging with direct marketing; what direct marketing is really good at is measuring success.
If you can learn the metrics that make paid media accountable, you’ll learn a valuable analysis skill that can be transferred into different roles and applied across different tasks.
If you are a Community Manager and don’t know how to publish a dark post on Facebook, letalone publish a promoted tweet, now is your time to learn and develop an expertise that will take you out of social media and into marketing.
If you are currently working in the social media space and do not have responsibility for Paid Media on your channels, go and claim it.