Identifying the Future

(excerpt from The Daily Drucker: 366 Days of Insight and Motivation by Peter Drucker)

The important thing is to identify the “future that has already happened.”

Futurists always measure their batting average by counting how many things they have predicted that have come true. They never count how many important things come true that they did not predict. Everything a forecaster predicts may come to pass. Yet, he may not have seen the most meaningful of the emergent realities or, worse still, may not have paid attention to them. There is no way to avoid this irrelevancy in forecasting, for the important and distinctive are always the result of changes in values, perception, and goals, that is, in things that one can divine but not forecast.

But the most important work of the executive is to identify the changes that have already happened. The important challenge in society, economics, politics, is to exploit the changes that have already occurred and to use them as opportunities. The important thing is to identify the “future that has already happened” – and to develop a methodology for perceiving and analyzing these changes. A good deal of this methodology is incorporated in my 1985 book Innovation and Entrepreneurship, which shows how one systematically looks to the changes in society, in demographics, in meaning, in science and technology, as opportunities to make the future.

Action Point: Identify the major trends in your market that have already appeared. Write a page on their likely longevity and impact on your life and organization.

Are You Making the Most of Your Social Media Platforms?

Did you know that almost 90% of marketers say their social media marketing efforts have increased exposure for their business? In case that is not powerful enough for you to want to learn more and achieve increased traffic, 48% of Americans have interacted with companies on at least one social media network. But to be a part of these statistics, you need to keep these factors in mind:

  • Which channels you use depending on your target audience as well as how well you have identified their patterns and behaviors.
  • The voice of your brand should be consistent and friendly and represent what suits the business
  • The content should be visual, relevant, and engaging.  

The main goal is to get the fans to interact and not just follow. You should use your social media presence as a place to connect and produce engaging content with clear and consistent messages. If you don’t have a clear message to convey to your fans, the engagement will be limited and you have a 51% chance of having them unfollow you.

There are many social media platforms out there for you to connect with your fans. One of those platforms you use needs to be Facebook. Although, most think Facebook is dying, stats don’t lie. Facebook is still king of the social media platforms right now. Seventy nine percent of internet users in the US log into Facebook. Facebook continues to command the largest audience and the time users spend on the site is still growing. However, due to the recent algorithm updates, organic reach for brands is lower than ever. So you have to get a little creative to best reach your target audience.

However, nearly a fourth of social media influencers believe Instagram is the top avenue for marketing strategies. As Instagram emerges as a top platform, more and more brands will be focusing heavily on marketing strategies for Instagram. Instagram drives the most engagement per post compared to any social media platform. 84 times more than Twitter and 10 times more than Facebook.

Twitter ranked last as platform to use for ads but 47% of marketers agreed Twitter was the best social media channel for customer engagement. Due to its real-time feed and updates, Twitter has proven to be top channel for customer service, allowing customers to easily and quickly contact brands.

For LinkedIn, you do have to focus on making sure each post contains highly relevant and targeted information but you don’t’ have to produce the volume of posts required for a successful Instagram, Facebook, or Twitter campaign. The typical LinkedIn user only uses the network for an average of 17 minutes per month. Users come to LinkedIn for information and expertise, so it’s an ideal platform to establish yourself as an expert in the industry.

It also drive more than half of all social traffic to business to business blogs and sites. Of the 2 billion Millennials globally, 87 million of them are on LinkedIn. Of those 87 million Millennial users, 11 million are in decision-making positions.

If you take anything away from this, it is that social media is more important than ever for marketing. The platforms you use and the content you produce for each are just as important to your campaign to get engagement and fan investment.

If you want to learn more about maximizing your social media platforms and using social media to promote your brand, you need to attend our Business Growth Training workshops for 2019.

Register for our workshops: http://www.eecincubator.com/business-growth-workshops.html

See this site for more stats on social media: https://ignitevisibility.com/social-media-statistics/