With the unprecedented times brought by the pandemic, experts noted most historical customer data is ineffective now. What is the solution?
Currently, most B2B marketers are adapting to their new business plans and analyzing the
data amid the changing landscape. The fact that most historical data is worthless under
these conditions- is shockingly real, mostly because businesses cannot expect ‘normalcy’ in
consumer behavior or consumption like it was before.
In order to align with the customer sentiment, brands have been implementing content in both an informative and supportive tone.
Various assumptions are being made about how people are engaging with social media
platforms currently. A majority of professionals across the world are working from home.
While this could be a temporary phase, perhaps the Coronavirus may have altered the
working patterns forever.
Increasingly people are switching to digital mode, and social media usage has skyrocketed because of the inability to meet physically. Clearly, social media is playing a vital role in connecting and communicating in these unprecedented times. This has also led most people to rely on social media for the latest information and insights.
Undoubtedly, the internet is flooded with information and misinformation already.
Transmission in association with LinkedIn, Twitter, and Facebook, has studied the ongoing
consumer behavior related to social media usage patterns to analyze the marketplace.
The report titled “B2B Social Media in the Age of Coronavirus – The State of Play” highlighted some clear statistics of the evolving consumption of social media amid the COVID-19 crisis.
Today, more businesses are conducting their primary functionalities in digital spaces. As a
result, LinkedIn has witnessed a massive leap in the overall engagement on the platform.
In its essence, the articles have seen nearly 900% growth, compared to pre-Coronavirus times, and COVID-related content has topped the list, leaving behind topics like digital marketing, leadership, and innovation from the trending charts.
Earlier, nearly 25% of Twitter users were interested in industry or professional posts and
events on the platform. LinkedIn and Twitter have had some similar sort of hashtags,
engagement, and interests, which now has been taken over by COVID-19 content.
About 46% of users are currently looking for light-hearted content on the platform, while only 24% are interested in industry and professional events.
Since the outbreak of the virus, messaging, and video chat on Facebook has doubled in
many regions. The increased usage of Facebook has been beneficial for many brands that
already had their business pages.
It was found the percentage of users significantly surged during lockdowns who have seen Facebook posts on a brand page
Clearly, with surged usage and discounted costs across social channels, there are new
opportunities for the market leaders for business continuity. As noted in the report,
“Communities are embracing new and emerging technologies like live streams, messenger
ads, and group chats. Pivot your social strategy and experiment with new ways of reaching your audiences before they switch off. Signal your values and lead the charge to meet evolving customer needs by focussing on Executive Thought Leadership, Customer Centricity and Safety, and Reassurance.”