FOCUS
A SOLID SOCIAL MEDIA STRATEGY CAN BOOST ORGANIZATIONS
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By Erin La Row, editor, KSAE magazine
ove it or hate it, social media is changing the way people and businesses communicate. While some organizations thrive in the social media pool, others bob along trying to stay afloat.
But in a world where 55% of consumers learn about brands or companies on social media, according to Sprout Social’s State of Social Media Report,1 the need for organizations to “go social” grows. Additionally, “91% of executives anticipate their company’s social media marketing budget will increase over the next three years.” If your organization isn’t taking full advantage of social media, it may be falling behind. “The most challenging aspects of social media boil down to committing the time required to manage an account coupled with a limited understanding of the platforms themselves or how to create effective posts,” said Julie Tucker, vice president and CEO at Cogent Ideas Inc., www.cogentideasinc.com. “While a seasoned user of social media can execute posts on the fly, clients also must remember to consider the information they share as part of the organization’s overall promotional strategy.” Some organizations turn to creative firms, like Cogent Ideas Inc., based in Topeka, Kansas, to help manage social media
24 | KSAE Magazine • Vol. 6
Social platforms companies use for marketing purposes Facebook
84%
23%
64%
Snapchat
22%
60%
Yelp
21%
YouTube
57%
TikTok
19%
42%
18%
Facebook Manager
36%
TripAdvisor
14%
Amazon
36%
Twitch
9%
Google My Business
31%
Other
3%
27%
Credit: “The Future of Social Media: New Data for 2021 & Beyond;” www.sproutsocial.com
strategy. Cogent Ideas Inc. is a full-service marketing resource for agribusiness. The team’s depth of industry knowledge is supported by more than 175 years of collective brand building continued on page 26
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