The big buzz phrase in media and advertising circles is Social Media…Facebook, Twitter, My Space, Youtube and the ever growing list of alternatives that seek our patronage.
With businesses setting up Facebook pages, Twitter accounts and Youtube channels as fast as they can, there seems to be a never-ending list of marketers and ad agencies who will build you a Social Media network for a price.
The question is – is it a case of “build it and they will come?”
Many businesses seem more interested in using Social Media as a marketing tool, turning Social Media into Social Marketing.
Many agencies have not grasped that in order to be effective, Social Media needs to be both interactive and driven by the public. It works best when it is visited by choice ie. you need an incentive, an experience, an offering in order for the consumer to gain something from the experience.
We see this everywhere – businesses blatantly using Social Media as Social Marketing and spending big bucks trying to sell their product or service through this medium.
So back to the question – is it a case of build it and your clients will come?
We think not. Just take a look at the number of corporate Facebook pages with very few friends! It’s like a pot of gold at the end of the rainbow that few businesses reach successfully…and very few reach continually.
Social Media works best when it is used as an environment or platform where the public will feel comfortable, exchange information and ask questions of the organization and each other.
Successful Social Media campaigns are built on respecting the people who visit, interacting with them, solving their problems and answering their questions. It’s only then they will consider “liking” your page or referring you to friends.
Once again, it comes back to the marketing classic of knowing your audience and determining how best you can serve them.