Social media marketing has become mainstream and as someone said: every media becoming social. I usually think some brands and their attitudes to social media marketing, content marketing, management. It’s clear out of every angle, except from view, that most brands are overlooking the “social” before the social media. It’s this that sets social media marketing aside from other forms of media. To excel in social media marketing, you begin with cultivating a cultural media mindset. Most have not understood what this platform offers.
All that individuals are now doing is majorly titled toward social media marketing abuse which is based on advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They have neglected or can we say they are unaware that the only method to survive in this time around is really a two-way communication media which embraces not just the original but online media platform. As we know, the current trend today is for brands to first understand their brides-customers, obtain attention through the utilization of social media marketing platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among many other available online media.
The evolution of those new media has exposed opportunity to get opinion, interact, court, date and offers irresistible proposal that will hook the bride. Today customers are no longer purchasing one mode fits all offer by the original media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that individuals are not even online, neither is there recognized consumer fora which may have major convergence of consumers online. Also no regulatory authority here pays focus on or gives any focus on whatever they’ve to express can. Additionally they claim that online forums here don’t have any impacts on corporate performance. Some also claim that social media marketing is alien to us. My answer is that social media marketing is not alien. The actual fact remains that numerous things had been part folks only that individuals do not accurately labeled them before the westerners help us out.
The thought of social media marketing, content marketing is rooted in cultural rituals where a couple gets engaged before they might start dating. The procedure require that suitor’s intention must be established through family contacts, integrity checked and a cogent promised is made that he is interested in a serous relationship and not flings. Without these background checks, no one officially allows the intending couple to begin dating. If this is violated then, the bride to be will be disciplined.
Drawing a parallel in this ancient ritual, the customers want the brand today to show that what matters is her, not money making. The customers wish to be sure that out of arrays of suitors-products, services- your brand can take the initiative of starting a discussion, the customer wants to be certain your brand is not only flirting, taking care of short flings but a genuine relationship that will enhance her lifestyle. Brand through social media marketing, content and social marketing setup a bate by loading the proper words in their contents to convince, educate, entertain the bride they are out to create her life better even before selling anything.
Customer desires to see just how much of one’s intellectual property will undoubtedly be made available without charges. The client wants to find out you are a giver. Among their love languages is gift sharing. A giver without string attached always takes the show. Social media marketing, content marketing requires a lot of commitment. It does take time before social media marketing and content marketing make huge impact. Any brand that will show advanced level of commitment in social media marketing will always carry the day.
Typical case studies of brands with efficient utilization of social media marketing include Tony Hseih. Tony followers in Twitter today is over one forty million. Hseih could be the managing Director of Zappos.com. Tony through his ‘tweet’ has course to meet up with customers at a club while many in his position will rather hide beneath the guise of busy schedule. Tony uses Twitter to construct interaction with customers; he uses twitter to solve problems for clients. The effectiveness of Tony Hseih and Zappos communities has been used to strengthen relationships with Zappo’s brand offline. Zappos client freely gives their ideas about what they want. This aids, results in co- creation of brands products, services.
As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He’s used his twitter account to answer questions from angry customers as well as virgin potentials. The virgin group also posseses an integrated website that allows news update, blog among others. Southwest Airlines has used social media marketing to construct strong connection that impacts on the brand’s offline interaction
A good example of the utilization of social media marketing to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we are all aware, it was once insinuated that he killed Michael Jackson through drug overdose. About yesterday, he used YouTube video to spread his the main case. This video spread across the internet as well as mainstream media. Popularity of virtual community has been soaring high with increased people attending to from academics and marketing communications practitioner discussing it in advance countries, yet Nigeria brands have assumed ‘I do not care attitude’ ;.Nations and brands are not considered backward just for their location but predicated on attitudes, disposition to the utilization of technology that will aid progress. Building emotional connection, loyalty with the brand is now a simple thing through social media.
Social media marketing has turned into a great platform to identify with, interact, communicate brand element. This often starts in online forum and lead to offline beneficial relationship. Today, nearly three billion of the seven billion potentials are actually connected in social media marketing platforms. Agreed the ratio remains slow here but the number is increasing daily. Through social media marketing brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors may have better product, services but will definitely lose out for your requirements if you’re able to build strong connection together when you question them to purchase through massive advertisement.
If your brand can share enough information, answers to concerns and prove that you’re on the verge of seriously neglecting your personal best interest, of tight schedules, to be able to serve these greedy, needy brides that desire your brands be open, honest together that will be the essence of social media. Social media marketing do not allow cover ups, unnecessary protection of corporate brand’s failures. I’m of the opinion when our banking industry’s Managing Directors have been active in social media marketing, there is probability of gaining public sympathy instead of the anger, tantrum they are now receiving from various angles. Their followers would have been able to protect them and take appropriate position which could have given them soft landing in this trying period.
Since our brands have concentrated using one kind of media, mainstream, tell me why should their brides not stop their useless bragging through advertising? Tell me how come it burdensome for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that are not coloured with jargons of self- serving moneybags? The brands’ brides are actually also afraid; skeptical of marketing. Why if the brides be loyal when the element of trust is shaking?
Having established that let’s now examine proper way of participating in social media marketing that will be now being exchanged for web.2.0. For brands to actively take part in social media marketing, brands need to observe, listen, find clients’ hibernating medium. acheter des abonnés français In doing this, brand should first define its social media marketing strategy through careful evaluation of brand’s resources, analyze the target audience, and identify objectives. Having done this, brand must carefully pick or access platforms that fit their goals. This may inform your choice to perform a web log or just to take part in other forums like Twitter, Facebook, discussion board, social media marketing bookmarking, stumbleupon among others. Make sure you realize that such platforms are utilized by your niche audience. Identify the most effective influencers of one’s industry online through recognitions given to their opinions, comments, awards etc.
To do this effectively, brand may consider creating the career of community or social media/knowledge management manager or hire consultant who has track records in skills like community management, online reputation management, monitoring, tracking, podcast, video cast, web links etc. These skills do not demand a programmer’s knowledge and in actual fact, they are utilized by customer relations, brand, and Public relations experts. The only requirement is passion that’s backed with proven results. The said manger or consultant should also understands forum rules, reputation software, know how to distribute contents without creating offense as this might be counter productive. Great ability to generate qualitative content for blogs, create profiles and claim such blogs in online directories can also be essential. Social media marketing, content marketing, management is seen as number of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants in operation and social processes, the social media marketing landscape is actually about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion so it must demonstrate your brand cares, is curious to find out what’s the concern of the customers, contribute, ensure the content is worth their attention, clarify issues, build conversation that will lead to strong relationship, bring in a lot of creativity, demonstrate the brand’s character and values cherished, build community, tribe, brings change, instill courage and be highly commitment to a cause its believe in.
I’d like to conclude this piece by highlighting how brand can begin take part in social media marketing and content marketing. Content marketing is an art of understanding what your customers’ want, need to find out and the science of delivering it in their mind in a useful and compelling way. The information must be participating in a useful and compelling way. To begin, the brand has to construct trust and credibility. This is huge work. This becomes easy if your brand can take care to pay attention to customers first. By that brand discovers their problems and the content is therefore tailored to provide solution.
Avoid talking too much about your brand or your expertise as much as I really do know the fact your brand need to ascertain the line your brand is worth their attentions. This could make your brand’s efforts become suspect. Your web visitors want educational content without initial marketing spin. The information also must be compelling, entertaining to earn the scarcest entity on the wed- time/patience. Great content must guides, clarifies, enlightened and connect. The language of the content has to stay tune with your industry. Contents that solve problems drive traffic and increases sale rate.