nav-left cat-right
cat-right

Social Media Marketing:A handy tool

Conroy James said, “Social media at one point is helping businesses in gaining attention of targeted customers while at the other point; it facilitates quick response from targeted customers. Tracking response of visitors is important at social media websites in order to know whether the investment is right or wrong.”

As per Digital Expressions, “While 78% percent of the respondents said they are using social media, only 41% of them said they have a strategic plan in place for their social media usage, leaving close to 60% without a game plan for their social media activities.”

So what is so good about social media marketing?

And why is it, that despite continuous appreciation, businesses refrain to jump on board with it?

The main reason is that it is hard to measure. This is also the reason why businesses refrain to jump on board.

Though it’s a great way to communicate with the target audience, it is a time taking procedure.

Hence this leads to ,as per LEVEL5 Strategic Brand Advisors (Toronto), marginalization of social media and hence  the marketers believe that social media is simply a marketing tool and marketing expense; that any relationship it may have with profitability and competitive advantage is at best vague and perhaps non-existent; that its connection to earnings per share and EBITDA. Therefore currently it is used via simple, easily collectible metrics like Site Traffic, Followers and Interactions. So is said by ArgyleSocial.

But actually, social media marketing is a great tool at hand.

To gauge if your product could use its nutrients, we need to assess our product a bit.

Brand channel recommends asking questions like:

  • For whom is the marketing after all?
  • How will it make your product look?
  • What do others think?
  • What kinds of people have the similar option?

LEVEL5 Strategic Brand Advisors (Toronto) recommends queries like:

  • How can social networking affect our competitive advantage?
  • What is the role of social networking within our branded business system, both internally and externally?
  • What are the associated resource and capability implications?
  • How are we applying social networking outside of marketing?

I feel these days consumers appreciate the social skin of the products and service.

It has come down to the synchronization between sharing actively and passively.

Once you derive your objective answer whether social media marketing for your product, the next step is to look at the objective/purpose behind using the social media. As per an article published by brand channel it can be used in eight ways.

Firstly, it can be used as an information source. Here we bring about the broadcasting spirit of social media. Take the example of CNN which clearly resonate the fact that the brand needs to be newsworthy.

Secondly, it can be used to loop in additional customer service. Take the example of KLM which used twitter for customer service during ash cloud crisis because other channel became overloaded.

Social media marketing is also a tool for sharing brand emotions.

Take the great example of coca cola. The Facebook page as initiated by the fans which was later taken over by the company as an official page.

User experiences can be easily shared via social media. Brand Channel gives the example of Levis friend store which affects the buying behavior.

Social media as per brand channel is a developer of insights and ideas. Brand like Starbucks came up with ideas like “my star bucks” by asking people how to improve the brand.

Social media is also an initiator of brand extension. Brand Channel gives the example of tweetpic which is a asocial prop of Kodak.

Social media is also used for promotional activities. Brand Channel explained this concept with the example of dell’s outlets and their daily offers.

Lastly, social media marketing can ease our distribution by acting like a distribution channel itself. Take the example of Disney facebook application that lets users buy movie tickets directly from facebook and invite friends also.

Like DDB suggests, social media has made participation a central part of the idea and as a result gave people some deeper sense of connection and ownership, in turn, making them more likely to become advocates of the brand rather than just consumers.

Hence, DDB says, though Social media has attracted the interest of the marketing profession with its promise of inexpensive reach and widespread customer advocacy, we still see at least three obstacles to effective social media efforts. One is that Marketers continue to think of social in terms of outbound marcom. Secondly, Social media is seen as an add-on. And lastly Social program measurement is difficult to elucidate, let alone achieve

Leave a Reply

%d bloggers like this: