Shazaib Khatri97 Social media marketing is becoming mainstream and as someone said: every media becoming social. I usually think some brands and their attitudes to social media, content marketing, management. It’s clear from every angle, except from view, that many brands are overlooking the “social” facing the social media. It’s this that sets social media besides other types of media. To excel in social media, you start out with cultivating a cultural media mindset. Most haven’t understood what this platform offers.
All that people are currently doing is majorly titled toward social media abuse which is dependant on advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They’ve neglected or can we say they’re unaware that the only method to survive in now is really a two-way communication media which embraces not just the original but online media platform. As we all know, the current trend today is for brands to first understand their brides-customers, manage to get thier attention through the usage of social media platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among a number of other available online media.
The evolution of those new media has opened up opportunity to seek opinion, interact, court, date and offers irresistible proposal that’ll hook the bride. Today clients are no further buying one mode fits all offer by the original media. Some corporate brands here seem to hinge non-participation in online community building on such excuses that people 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 have to state can. Additionally they claim that online forums here don’t have any impacts on corporate performance. Some also claim that social media is alien to us. My answer is that social media isn’t alien. The actual fact remains that lots of things have been part folks only that people don’t accurately labeled them before westerners help us out.
The idea of social media, content marketing is rooted in cultural rituals the place where a couple gets engaged before they could start dating. The method require that suitor’s intention needs to be established through family contacts, integrity checked and a cogent promised is created that he is thinking about a serous relationship and not flings. Without these background checks, no one officially allows the intending couple to begin dating. If that is violated then, the bride to be would be disciplined.
Drawing a similar in this ancient ritual, the customers want the brand today showing that what matters is her, not money making. The customers wish to be sure out of arrays of suitors-products, services- your brand will take the initiative of starting a discussion, the client wants to make sure your brand is not only flirting, taking care of short flings but a genuine relationship that’ll enhance her lifestyle. Brand through social media, content and social marketing setup a bate by loading the best words inside their contents to convince, educate, entertain the bride that they’re out to produce her life better even before selling anything.
Customer desires to see just how much of your intellectual property is going to be made available without charges. The consumer wants to find out you’re a giver. Certainly one of their love languages is gift sharing. A giver without string attached always takes the show. Social media marketing, content marketing requires lots of commitment. It takes time before social media and content marketing make huge impact. Any brand that can show advanced level of commitment in social media will always carry the day.
Typical case studies of brands with efficient utilization of social media include Tony Hseih. Tony followers in Twitter today is over one forty million. Hseih is the managing Director of Zappos.com. Tony through his ‘tweet’ has course to generally meet with customers at a club while many in his position will rather hide beneath the guise of busy schedule. Tony uses Twitter to create interaction with customers; he uses twitter to fix 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 on 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 in addition to virgin potentials. The virgin group also has an integrated website that enables news update, blog among others. Southwest Airlines has used social media to create strong connection that impacts on the brand’s offline interaction
A good example of the usage of social media to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it absolutely was once insinuated that he killed Michael Jackson through drug overdose. About yesterday, he used YouTube video to spread his area of the case. This video spread across the net in addition to mainstream media. Popularity of virtual community has been soaring high with increased people paying attention from academics and marketing communications practitioner discussing it ahead of time countries, yet Nigeria brands have assumed ‘I don’t care attitude’ ;.Nations and brands aren’t considered backward just because of their location but based on attitudes, disposition to the usage of technology that’ll aid progress. Building emotional connection, loyalty with the brand has become an easy thing through social media.
Social media marketing has turned into a great platform to spot with, interact, communicate brand element. This often starts in online forum and cause offline beneficial relationship. cheap panel Today, nearly three billion of the seven billion potentials are now actually connected in social media platforms. Agreed the ratio remains slow here but the amount is increasing daily. Through social media brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors could have better product, services but will certainly lose out for your requirements when you can build strong connection together before you ask them to buy through massive advertisement.
If your brand can share enough information, answers to concerns and prove that you are 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 more open, honest together that will be the essence of social media. Social media marketing don’t allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion when our banking industry’s Managing Directors have already been active in social media, there is likelihood of gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers could have been able to defend them and take appropriate position which could have given them soft landing in this trying period.
Since our brands have concentrated on one type of media, mainstream, tell me why should their brides not block out their useless bragging through advertising? Tell me exactly why is it difficult for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that aren’t coloured with jargons of self- serving moneybags? The brands’ brides are now actually also afraid; skeptical of marketing. Why should the brides be loyal when the part of trust is shaking?
Having established that let’s now examine proper way of participating in social media that will be now being exchanged for web.2.0. For brands to actively be involved in social media, brands need certainly to observe, listen, find clients’ hibernating medium. In carrying this out, brand should first define its social media strategy through careful evaluation of brand’s resources, analyze the market, and identify objectives. Having done this, brand must carefully pick or access platforms that suit their goals. This will inform your choice to perform a web log or perhaps to be involved in other forums like Twitter, Facebook, discussion board, social media bookmarking, stumbleupon among others. Be sure you understand that such platforms are utilized by your niche audience. Identify the top influencers of your industry online through recognitions given for their opinions, comments, awards etc.
To achieve this effectively, brand may consider creating the position 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 don’t need a programmer’s knowledge and in actual fact, they’re utilized by customer relations, brand, and Public relations experts. The only real requirement is passion that’s backed with proven results. The said manger or consultant must understands forum rules, reputation software, know how to distribute contents without creating offense as this can be counter productive. Great ability to create qualitative content for blogs, create profiles and claim such blogs in online directories is also essential. Social media marketing, content marketing, management is observed as assortment of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants running a business and social processes, the social media landscape is basically about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion that it must demonstrate that the brand cares, is curious to find out what’s the concern of the customers, contribute, make sure the information is worth their attention, clarify issues, build conversation that’ll cause strong relationship, make lots 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.