With the world in the midst of a social media revolution, it is more than obvious that «the times are e-changing». And that agencies are facing a new, intriguing reality: Social media as a communication tool.
Social networking sites are now seen as a promising means of publicity, which every ‘brand’ must embrace.
But is social media really golden?
Michael Trenerry in SPAMBOOK – Is Facebook becoming the next SPAM medium?, an article at brandrepublic.com, expressed his disappointment in the fact that brands ‘invade’ popular social networking sites without following a specific long term strategy. And he warned that if people don’t start looking at Facebook with the required responsibility, soon we’ll be talking about Spambook.
Is this view exaggerated or realistic?
How should brands act in order to be successful when making use of social networking sites?
First of all, they have to consult and trust experts in the field. Next, they should realize that social media isn’t necessarily as simple as it seems. Brands shouldn’t be fooled by the relative technical simplicity and think that creating a group and just forwarding their message to 1.000 people will be enough to succeed in their goals!
They need a well planned strategy, a long term business plan, incorporation of the social media plan into a wider pr and advertising campaign, analysis and targeting of the audience, and an estimation of many other parameters. Brands should follow a slow and attentive course. A smart concept and a well implemented strategy is what they need to convey their message, and to eliminate the risk of being listed in the eternal “spam list” prevailing in the mind of every consumer.
Also, a change in thinking is considered crucial. The most important thing to realise is that a company cannot have full control of their ad campaigns. The success of a campaign depends increasingly on the participation of the audience and companies should respect that. A change of thinking requires an effort to become acceptable in a large group, such as social media, and to be ready to react at all times.
Last but not least, social media as a medium of promotion contributes, through its immediacy, to a healthy and direct relation between brands and their public in an online environment. This immediacy offers the public the ability to be present, to communicate, to influence and retain a stronger position towards brands.
Social media enables users to approach new clients who would be difficult to reach through traditional media and permits ready interaction with them in order to show interest, answer their questions, and prove that they are not “just another company”. By encouraging dialogue and suggestions, companies have a unique opportunity to improve their products and services, and to be immediately informed of any problems they might have with the public, thus making it easier to meet the public’s expectations.
And all of this at a smaller cost than traditional media.
Are you still wondering if social media’s worth it?!
SPAMBOOK – Is Facebook becoming the next SPAM medium?
2 Comments, Comment or Ping
Justin Peters
I like that we are using social media as a way to communicate with each other, but we are abusing it. My friends will send me a Facebook message saying “hey” when they are just down the hall from me. Why didn’t they just walk down and talk to me. As we are gaining more and more communication ways, we are becoming less socially communicated. What I mean is we are not really talking to someone face-to-face like we are when we talk on facebook or any other social media site.
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