How social media can work for you
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There is much evidence to demonstrate the growing
importance big brands place on social media; which is hardly
surprising when you consider 73% of British internet users use
social network sites and about 42% of those 37 million people
follow a brand.
However a number of organisations have had to rethink social
media policy once it became clear engagement isn't a one-way
street.
Until recently, pharmaceutical organisations could "reach out"
to customers without having to manage responses.
Facebook has now insisted customers must be allowed to respond
to posts and as a result a number of pharmaceutical companies have
disabled their accounts. Why? Because they don't have the resources
to deal with the influx of posts, perhaps? Or because they
recognise that ignoring a post can have a significantly negative
impact on their brand.
There is little doubt social media is an important element of
the marketing mix, however, before you jump on the bandwagon,
ensure your business is fit for Twitter purpose.
- Does your company embrace PR already?
- Do you have the resource (with authority) to be able to monitor
and respond to comments - both good and bad?
- Are you able to act upon the suggestions/requests you
receive?
- Do you have anything meaningful to say?
- Are you able to measure effectiveness v effort?
If the answer to any one of those questions is no, I would
suggest a foray into social media isn't right for you... yet.
At its core, social media aims to provide a platform where
brands can engage with customers, but that goes both ways -
customers expect to be able to engage with the brands too.
Real marketing has never been just about clever ads, snappy
slogans or using flashy technologies; it's about effectively
embedding and communicating a customer-focused proposition and a
fit for purpose offer that customers are inspired to buy. Get that
right and social media is a valuable extension to your marketing
mix. Get it wrong and you must hope Facebook never creates a
"dislike" button.
- Contact Paul Williamson on 01303 298388, email
paul.williamson@realia- marketing.com or visit www.team-realia.com
Monday, October 10 2011
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