Social Media Marketing Redefined By Science?

How science redefined social media marketing and recruiting..

When we think about social media, we think about something that we go to at the end of our day to take our mind of things, look at what our friends are doing, maybe read a couple of articles or simply see some beautiful pictures.

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However, social media tool is a powerful tool for capturing audiences and many of companies have realized that. It is prevalent to hire people who are known as 'influencers', who have amassed a large following, to market various products or services to consumers. In the past, I have written that data has steeped into fields that are outside of the STEM space, thus making traditional non-STEM fields more 'STEM' like. The same is true for marketing and social media. Moreover, social media has become a popular tool for recruiting.

As a matter of fact, 41% of the Gen Z talent, which is the next group to go out in the workforce, say they like seeing ads from prospective employers on social media. Many recruiters in the space, do use social media as a means of recruiting talent. A survey found that 92% of recruiters use social media for their searches. Although various platforms provide a different feel and attract different content, almost all social media sites provide analytical tools for content. These analytical tools have made the space very scientific like. Based on the various data about the posted content, employers can understand whether their content is resonating with the audience they are trying to reach. Thereby this gives them an opportunity to better understand the talent in advance.

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Additionally, data allows for better strategy both for employers using social media to attract talent, as well as for the 'influencers' who work with companies to do social media marketing. This is because various platforms give slightly different metrics about engagement with an audience. Of course, many platforms charge for posting ads, which means that employers can better understand the return on their investment and tailor content that more directly resonates with a certain audience. As many platforms allow one to chose an audience range, this gives employers a targeted way to bring their message to their prospective audience. The same is true for marketing campaigns by using influencers, where companies can directly see how their marketing dollars are being put to use. This, of course, was not available in the past where such data could not be collected due to the absence of the technological advances that exist today.

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Thus, this means areas that previously have lacked such prevalent and real-time data such as marketing or recruitment, have now become transformed and revolutionized by it. The prevalence of data allows companies to use science to come up with more optimized, defined and targeted campaigns, and ultimately gives them better insights into their audience. Thus, we see that with our world is becoming more and more shaped by STEM, thereby making STEM-related skills ever more important non-STEM professionals.

Guest Authored By Dr. Anna Powers. Dr. Anna Powers is an advisor, consultant and an award winning scientist, lecturer and scholar. As the first woman to be awarded the Global STEM Leadership Prize for her work in Global Education, she uses her talent to help more women gain access to the fields that drive innovation. Her passion is sharing the beauty of science and encouraging women to enter STEM fields. Follow Dr. Anna Powell on Twitter.

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"Areas that previously have lacked such prevalent and real-time data such as marketing or recruitment, have now become transformed and revolutionized by it.

The prevalence of data allows companies to use science to come up with more optimized, defined and targeted campaigns, and ultimately gives them better insights into their audience.." -DrAnnaPowers

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  Post Crafted By:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)