Social Media Campaigns are more than banner advertising, pop-ups, search marketing alone. They are about creating rich experiences through meaningful engagements.
It is interesting to see how the Social Networking websites are being adopted by brands for their communication needs. Actually, it gets me thinking on what is it that excites the marketers about Social Networking? The more I think, I am convinced about its similarities with the age old marketing concept of word-of-mouth. It is the strongest influencer that drives sales. Looking from the consumers’ point of view, it is trustworthy and true compared to any edited content such as advertising or PR. And, this word-of-mouth is happening all the time on these Social Networking sites. Haven’t we seen status messages like… “xyz sucks”… “I have updated to xyz phone”…. “love the new xyz app”… “ bought a new xyz and loving it”. These conversations are continuously happening online and brands may choose to participate in then or ignore them.
Consumers are not buying purely because of persuasive buying. I have observed the growing trend of potential buyers going online to search for product reviews and video demonstrations before making their well informed purchase decision with motivation and unbiased feedback. They get to see the feedback of the existing users and comparisons drawn by them. If you need validation for what I am saying, go search for reviews and un-boxing of your favorite phone on YouTube and check the number of views on these videos, you will understand the point I am making. The fact is that brands really do not have much choice on social media participation.
Unfortunately, some of the young Social Media Marketing companies are creating Facebook pages and getting a couple of thousand users to like that page and then claim to be SMM experts. To me Social Media Marketing goes beyond this. Its about an integrated approach to engaging the user in a manner that he “willingly” wishes to participate in these conversations. It has to work hand in hand with the complete marketing strategy of the brand and integrate with the overall communication & marketing plan of the organization and must not be treated in isolation.
Apart from looking at driving sales, Social Media Marketing plays an important role in reputation management and building a connect. Consumers are sharing their feedback, grievances, likes / dislikes with others online. And the design of social media is such that it could spread like viral. As a brand, it is imperative to be able to listen to your customers and be able to steer such conversations to manage the image of the brand. Today, it is possible and imperative for marketers to create a community of its loyal consumers online, and if it does so, it could do anything with that community, whether it is sales, using the community as an advocate of the brand, engage in focus group discussion etc.
