How Social Media Transformed Sales: Key Insights from 2016 to 2024

In this article, I’ll explore the key shifts in how organisations have adopted social media from 2016 to the present day and what this means for senior executives looking to boost their sales performance. So, grab a cup of coffee ☕ and let's get started!

From 2011- 2016: Overview of social media insights 

In 2016, I published a book titled, “The Smart Sceptic's Guide to Social Media in Organisations”. This book was born from extensive research, including interviews with 12 senior marketing executives and surveys of over 70 marketers. I’d spent five years researching it, understanding how companies like GE, Dell, IBM and SAS had upskilled their teams and successfully dominated social channels.

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The book provides a balanced view of social media's potential and challenges in corporate settings. I explored the importance of integrating social media into broader marketing strategies the necessity of quality content and the importance of senior executive buy-in for employee participation.

I found a clear connection between deep analysis of an organisation's current use and resources, benchmarking against peers and its ability to take action and implement employee-led social media programmes. Factors the ability to adapt and act quickly and having a clear champion stood out in my research and secondary publications around that time.

Fast forward to 2022: Social media transforms sales

Two years ago, I led original research on the role of social media in sales performance. Using a quantitative survey, I surveyed 104 sales leaders across various industries such as oil and gas, manufacturing and technology. This research delved into how social selling techniques have become crucial in today’s B2B landscape, especially post-pandemic. The survey results highlight a link between social media usage and B2B sales performance (p-value of 0.09063). In essence, we could separate sales performance levels based on social media usage alone. 

Social media was a driving factor for sales success in 2021-22, as the majority of salespeople who exceeded their sales target stated they use social media daily.

To further highlight the critical role of social media, Deloitte published a related article, How to lead digital transformation from the top. The article notes, “For driving business growth, social media should be integrated into broader marketing strategies. Executives must consider social media not just as a channel but as a critical component of customer engagement and brand management. Ensuring alignment between social media efforts and overall business objectives is crucial for maximising its impact.”

Today, the role of social media in sales is poised to undergo significant transformations. Over the next five years, we can expect social media platforms to become even more integrated with advanced technologies like artificial intelligence (AI) and machine learning. These technologies will enable hyper-personalised customer interactions, predictive analytics, and automated lead generation, making social selling more efficient and effective. LinkedIn users are already seeing the inclusion of AI is crafting headlines, comment suggestions and even drafting posts.

In 2020, Gartner predicted that 80% of B2B interactions will be on digital platforms by 2025. I’d argue that industries that sell digital products or where services can be fully virtual are almost at 100% in terms of seller-buyer interactions with no direct contact with sales representatives. Such industries include financial services, technology and software and some professional services firms. Businesses must truly understand their customers and align their sales process accordingly.

So, what are the key shifts in social media adoption from 2016 to the present day?

1. From Supplementary to Essential: Integration into Overall Strategy

In 2016, social media was often seen as an additional tool, something to enhance the existing marketing strategy. Now social media is now at the core of many sales strategies. Recent research highlights that companies that integrate social selling into their overall sales approach see significantly better results. This shift underscores the importance of not treating social media as a standalone tool but as an integral part of a cohesive sales and marketing strategy.

2. Content Quality and Engagement: The Constant Pillar

Quality content has always been king. In 2016, I emphasised creating relevant, engaging, and valuable content to keep audiences hooked. Eight years later, this principle remains unchanged. However, the types of content and the platforms where they are shared have evolved. There's now a greater emphasis on video content, live streams, and interactive posts that encourage real-time engagement.

3. Training and Proficiency: From Optional to Mandatory

In the past, training on social media best practices was often overlooked. My 2016 book highlighted the need for proper training to harness social media's potential fully. These days, the gap in social media training remains a significant barrier. My research shows that teams who receive formal training on social selling techniques outperform those who do not. This highlights an ongoing need for continuous learning and development in social media proficiency.

4. Adoption Challenges: Evolving but Persistent

While the challenges of adopting social media have evolved, they persist. In 2016, concerns included managing negative feedback and ensuring data privacy. By 2022, these challenges expanded to include difficulties in transitioning to digital engagements, especially for larger companies. Despite these challenges, the necessity of social media in sales is undeniable, and overcoming these barriers is crucial for success in 2024 and beyond.

5. Balancing Digital and In-Person Interactions

Even as digital channels have become more prevalent, the importance of in-person interactions remains strong. In 2016, we recognised the complementary role of social media alongside traditional sales methods. 

McKinsey’s 2021 B2B sales report found that 59% of customers say they will only buy from a supplier if they’ve met in person at least once before. This balance is still critical today, where in-person meetings are viewed as highly effective, even as digital engagement becomes increasingly important. The key is blending both approaches to maximise impact.

A note for senior executives on the future of social media 

Social media has evolved gradually but persistently over time. There’s a lot to expect for the future and an opportunity for small and large businesses to leverage and boost overall business performance in the long run.

For senior executives, it’s time to embed social media into your core strategy and invest in quality content that drives thought leadership and thus engagement.

Prioritise upskilling your team on sales, marketing and social selling techniques as this is vital for staying competitive in a landscape that’s more and more digital.

That said, ensure that you balance digital with in-person engagement. Incorporate networking, in-person meetings and events. Face-to-face interactions, when you get them, should not be underestimated. 

If you’re considering how to incorporate these strategic insights and digital tools such as AI greater efficiency and business growth, email me at yekemi@yoventures.co.uk. I’d be delighted to have a chat with you. 🦉