Over the past few years, the popularity of social networks has grown tremendously, and the growth has been among all age groups. According to a recent study conducted by Forrester Research, about two-thirds of of all North American youth use some form of social network on a daily basis, and about one-third of adults in North America log onto a social media site at least once a month. Social networks, however, reach to dozens of countries, uniting people all across the world and bringing them together in a single, albeit virtual, location. This has revolutionized the way marketers look at, and sell to, audiences.
Social networks put the consumer in control. Your company can build its brand, enhance its image, spend hundreds of thousands of dollars on advertising campaigns, but it is your customers and other users of social networks who control the conversations about your product – and your customer service experiences. One wrong move by a company can spark a negative conversation among users, leading to devastating public relations or even a boycott. Smart companies can step in, joining these conversations before it’s too late and taking steps to rectify the problem and improve their image.
Marketing can take this viral nature of Internet communication a step further and create the conversation, and then interact with users through the platform, whether it’s Facebook, Twitter or anything in between. Marketers can also solicit ideas from customers and engage them directly—getting honest feedback, and knowing what customers want based on frank, real-time information, can be invaluable to a marketing department as it develops a new campaign or promotional initiative.
If you’re going to integrate social networks into your marketing campaign, there are some things you should know first. Read through these helpful hints and you’ll be better prepared to launch your marketing campaign in the vast world of social networking.
1.There’s a fine, fine line
Overdoing it on social networks is not the way to go to attract customers and promote a product or service. Seasoned social networkers know how to spot someone (or something) that is only talking to promote themselves. It’s especially evident when the business doesn’t engage with others, but only uses the network as another promotional tool. While straightforward promotions are all well and good, businesses need to converse with their customers—after all, that is what networking is all about. Getting in on the conversation is a way to get the word out while still building a relationship and maintaining a good image.
2.Don’t forget your roots
While social networks are a great tool for marketing, that is what they are—a tool. Don’t expect to replace your entire marketing strategy with social networking—you still need to use traditional channels of marketing as well. Social media is still growing and changing, and will continue to do so for many years.
3.Find the influencers and consider your reach
There are a select few people in a variety of industries who always emerge as influencers on any social network. Do some research to find those influencers and try to build relationships with them; they have connections to a plethora of people who respect their opinion. Through them, you can reach thousands of potential customers who have been untapped for a long time.
4.Build-a-brand workshop
Creating the same brand across multiple social networks shows people that you are serious; it also makes you more recognizable and respectable. Just as job seekers are told to build a personal brand, it’s important for marketers to build a company brand that users and customers can relate to and feel comfortable interacting with on an informal platform.
