The high penetration of Social networking sites like Facebook and Twitter among Filipinos have caused a ground-shaking shift among companies and their traditional marketing strategies. Just this week, I happened to witness several of these paradigm shifts among brands.
THEY ALL THINK SOCIAL MEDIA IS THE ANSWER. Sorry folks, it’s not.
Many company executives and brand managers think that if they put their brand on the internet, be it on Facebook or Twitter, it’ll generate online buzz and interest for them. I guess by now you’ve learned this is not true after your lackluster page has only 500 likes after 2 months and several thousand pesos on promos and giveaways.
The real key is still how you use it. SOCIAL MEDIA IS THE TOOL FOR YOUR ANSWERS.
What this means is that Social Media is only the vessel or tool that is available to you once you’ve ALREADY identified the answer to your problem.
Is your brand lacking in brand awareness? Social media is not the answer. The answer is increasing brand awareness through effective communication plans. One tool that could help you achieve this is Social media.
Is your product unavailable to your customers? The answer is not Social Media but instead increasing customer channels for product distribution. Again, the internet particularly social media, can help your customers locate your stores or even facilitate online purchases.
Many brand executives think that by having these SM accounts, they’ve got social media covered already. Sorry to have to break it to you but it’s not. Being present is just one step in the marathon, sister.
You can’t just pay Facebook for online advertising and report to operations that “hey, my page has 1,000,000 likes”. What does your 1M likes mean when none of them contribute to your page or say a word about your brand. Social media is just high-tech word-of-mouth. You still have to consider that Content Is King. At the end of the day, what you do with what they have to say about what you said or is saying or doing is still the end-goal.
Companies who think they’re ready for the digital shift can’t say so unless they complete understand the framework (or lack thereof) of Social Media. With Social Media, you can park your Marketing 101 lessons and really go for user experience, sharing, word-of-mouth in a more cost-effective manner that we are all used to. Until companies can say that “a significant amount of our resources should go into developing our social media strategy” instead of just creating SM accounts, shall they can call themselves “aware” of what social media is.
Sorry for the verbal diarrhea this late at night. A sudden stream of thoughts just came to me and had to find a way to write them down. For more coherent and logical posts relating to Social Media as a brand tool, let me get back to you on that in the morning. Good night!