2014 will be the year of video. No social media. No wait...
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As each new year comes, the experts want to classify the new year as the year of X. 2013 was supposed to be the year of video. These experts seem to be trying to steer readers towards certain emerging technologies. The problem is that there is no one silver bullet that will magically grow your business, website, facebook fans.
I can't in good faith sit here and preach about a medium that I really can't accurately tell you will or will not help your business or organization.
In 2014 you should monitor, tweak, repeat.
I can tell you about something proven that you should be focusing on in 2014: Reporting and Analytics. I have many clients who never look at the reports that they freely have access to. The main reporting system I put in every website is Google Analytics. Google Analytics is a free software from Google that allows you to track usage of your website. You can see things such as:
1) Where is traffic to your website coming from [Search engines, directly typed into URL, referring websites or external campaigns like email, social media, youtube]
2) Which content on your website is most popular?
3) What keywords are people using to find your website?
4) what geographic location are people who view your website coming from?
5) How long are people staying on your website both in time and pages viewed?
If you can see the answers to these questions, you can make decisions on what tweaks you need to make to your content and strategy in 2014. For example, perhaps you are spending a few hundred dollars per month on online ads from a local vendor. But if you can see that these ads don't bring anyone to your website, you may think about investing those funds elsewhere. You can make an adjustment and then check the reporting again in the future to see if your decision yielded more desirable results.
Long term planning
Your online marketing strategy should be a fluid plan. You should be prepared to monitor and make adjustments to the strategy, so that over time you'll get the best return on investment (ROI) for your funds.
I really hope instead of purely focusing on likes, followers or views, that in 2014 you focus on what is right in front of you, your analytics. Paying attention to this and learning what the numbers mean will pay dividends long into the future and will give you a fact based foundation from which to make future choices.