For marketers using social media for the first time, it can all seem a little overwhelming, especially if they’re not an active user themselves. Which social networks should they be on? What should their brands be saying, and what is the best tone of voice? Which customers should they engage with? The questions go on and on.
Let’s step back a little and take a look at the social media landscape for a second. The most significant impact that social networks have had on society over the last decade is that they have definitively handed power to the consumers, who now play an active role in shaping brands’ marketing efforts. This is because, for users, it is now commonplace to openly share thoughts and opinions on everything: from their favourite band, to what’s happening in the news - and even what’s for dinner! This presents two big opportunities for marketers to embrace: firstly, the ability to deeply research their target market; secondly, the chance to reach out to their audience in real-time, in a cost-effective way.
The tools that keep our networks ‘social’ – think hashtags to link thoughts and themes up on Twitter, Facebook or Instagram, or location check-ins on Foursquare – mean that people talking openly about brands and products on social networks hold great potential to businesses, who can use these sites in order to carry out social listening. The traditional method of conducting market research has evolved significantly and publicly.
In addition, by seeking out thoughts and conversations to find out what people are saying about them and their competitors, marketers can actually initiate conversations with consumers directly. This kind of brand engagement is highly respected by consumers, especially when they have been talking positively about a product or service. Conversely, social networks can also be a useful way for businesses to appease a situation where a customer has had a negative experience, and successful resolution of matters in the public domain are crucial to managing brand reputation. For instance, the Twitter account @XboxSupport, has sent out over 1.5m tweets to users experiencing gaming difficulties.
The ability to create a free account on a social network and then have the power to share news, ask questions and inspire their audience through photography and video is especially appealing to cash-strapped marketing departments. Brands know that the people they are communicating directly to - their fans, followers or subscribers - have already expressed an interest in them, so the trick now is to win them over and have them become brand ambassadors. This strategy can be hugely successful, with users spreading the brand message by sharing content with their fans, followers or subscribers. For instance, Whole Foods frequently reach out to individual fans, asking them to share pictures of their favourite meals on Instagram, Twitter and Facebook. This ‘personal’ approach to customers pays dividends, since when users do post these photos back to Whole Foods, they simultaneously share out to their entire social network as well.
Unlike traditional media, technological advancements like social augmented reality means brands can talk to their audience at exactly the right moment; they don’t need to wait for the next publication to be printed. Alternatively, augmented reality could be used to ‘update’ printed adverts that have become outdated. Connecting with a consumer or a personal level enables a brand to speak directly and create an emotional connection with their publics.
Whether businesses are just starting out or they are at the height of their success, social networks are a fantastic way to reach and grow audiences, build better relationships with fans and learn more about target markets. Exploring different social networks and new technologies enables marketers to deepen their engagement with users and collaboratively build their brand with consumers. Marketers will need to keep abreast of these changes, equipping their brands to prosper in this social world where the customer really is the king.
By Charlotte Golunski, Head of Marketing at Taggar.
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