Social media marketing with a difference
Social media can give brands the chance to present a human face to potential customers and influence their buying experience.
It is also a great place to springboard ideas, launch marketing campaigns, communicate with the people who purchase your products and ask for client feedback.
Producing original content that is in line with the brand expectations of your fan base is also an effective means of managing perceptions about the quality, value and longevity of the goods and services that you sell.
But despite the obvious advantages of using social media to leverage interest in brands there are still people who shy away from this communication medium.
This may come as a surprise for those who grew up in a digital age and regard sites like Facebook or Twitter as natural extensions to their daily lives.
However, it is true that there are still companies out there that have yet to really use this marketing platform to its full potential.
And while there are no givens in advertising, it is fair to say that if you sell to enough people they are going to start talking about your product on these sites.
The only difference is that instead of being able to have your say in the conversation and moderate debate, the decision not to utilise social media reduces your ability to speak or be heard in this largely uncensored dialogue.
Jeff Ragovin, co-founder and chief strategy officer at Buddy Media, told audience members at the Mashable Connect 2012 conference in Orlando that companies need to make serious changes to the way they think about social media if they want to stay relevant.
Using the example of the Beautiful & Bald Barbie Facebook page – which was launched on December 20, 2011 by Jane Bingham and Rebecca Sypin to encourage Mattel to release a bald barbie in honour of kids with cancer – Ragovin made it clear that listening to your customers via social media was an effective way to promote business and build a positive brand image.
Posted by Aimee McBride