Before even thinking of a social media program ask yourself a basic question
12/04/09 07:26 AM Filed in: Social
Media Branding
As I have said many times before social media is not a strategy but a tactic to reach, listen to and engage with your audience. Before you can even ask that question, however, you need to think as a consumers and ask "would I want to friend my brand and what is the value that I bring to the relationship?" The folks at Dawn probably feel that since they have 15,000 followers on Facebook that they are huge success but the reality is that the people who follow you on Facebook does not translate into sales.
Research has shown that the primary reason people befriend a brand on social media is to get discounts. No surprise there, visitors to coupon sites had increased over 25% during the last year and consumers as consumers look for ways to cut costs. There is a big difference, however, between wanting a discount coupon and wanting to have a relationship with a product whose use we hate to think about.
In my presentation, Social Media is not going to save your brand, I talk about the social media hype that way too many marketers have bought into. It's time to see social media for what it is but it's also time to ask "do consumers want to have a relationship with me?"
