Technology has changed how many businesses operate and have forced them to re-evaluate their marketing strategies. Websites like Pinterest, Facebook, Instagram, Google+ and Twitter provide companies with an insight into what customers really want and what they are truly interested in, which is, a variety of content.
At one point in time, it was popular to share link after link 
on social sites, but it has become abundantly clear that solely sharing links on social networks is no longer accepted by consumers. Currently, images are the new “hot content” to share, but just like links, it too is bound to change.
Social networks are often used as tools for businesses to do an action, like engage with customers and to spread their brands message, which they should be, but they can also be used as non-action tools by companies through observing and evaluating the needs and wants of consumers.
Taking the time to watch what is prevalent, current, and liked by others who are using social networks is just as significant as using them to connect and to engage. Keeping up with the trends and ever changing digital landscape has come to be expected of businesses by consumers.
Discovering the most popular type of content within your online communities and in keeping up with what is well-liked on social networks is important when choosing the kinds of content to share online and is one of the most effective ways in building powerful connections. Understanding and knowing what types of content your customers and social communities want to see in their Facebook or Twitter streams is simple to do, but at times can be overlooked by getting caught up in what the business wants rather than what the customer wants.
Take time to observe, listen, and study your online communities on each of the social networks that your company uses, for every one of them has a different audience wanting different things. The content you share on Google+ may be different than that of what you share on Twitter. It all depends on what your audience is doing and is interested in on that network.
Deliver a variety of content and do not get stuck on one particular type of content. Share links, images, videos, and infographics; strive to be the company that gives customers what they desire by observing their interests and by mixing-up the style of content you share on social sites.
Sometimes your company will need to be the socialite in the room, while other times, it will need to be the one standing on the sidelines observing. Your company will know which times are best to do either of these, through how your online audiences interact or does not interact with you.
Observing the activities of your online communities and in sharing a multitude of content, which should be based on the observations your company has performed on social networks, will create stronger and lasting relationships with those in your online communities due to them being built on common interests.
Always remember, investing time in your customers through studying, observing and engaging with them, will ultimately make them want to invest in you.
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