Last time I wrote about social media's status in marketing strategies, I stated that companies sort of know where to go but what and how are still obscure. The major social media channels are well known whilst gaining visibility and interaction are the challenge. Firms are desperate to find ways how to benefit from their communities across social media.
There is no general way how to categorize social media. To me, social media are the people who share personal views and media content. On the next level, defition of online community doesn't equal the platform used but is made up from communications across activitites in various platforms. This definition is rather ubiquitous and abstract, and isn't enough alone. In the other end is a functional categorization by e.g. Kaplan and Haenlein (2009 ) who divide social media into six types: collaborative projects, blogs, content communities, social networking sites, virtual game worlds and virtual social worlds by comparing provided possibilities of self-presentation and social presence in a specific medium. Just place the word 'social' in front of news, videos aka Youtube and photos aka Flickr etc. Whereas understanding the purposes and functions of different platfroms is essential for a marketer to choose and use one, it says little about the meaning of the community i.e. the ultimate target firms want to interact with.
So what are the effective means to reach communities in social media? Firstly, social media must be a part of the firm's promotion strategy and in line with other marketing actions, which Mangold and Faulds (2009) also emphasize. Integration is the key. This really is a problem, because firms are affraid of the fact that they can't control what happens in the virtual grapevine. Thus in general they don't fully consider social media's possibilities and the meaning to their business. This results just in actions of presence in stead of idea of serving superior value to consumers.
Often times social media are sold to managers with the idea of it being so cheap. Wrong, social media are all around and choosing the best channels just for your business is crucial to focus your marketing resources as being social is everyday task. Being active is the key. This is also question of who is willing and has the know-how to socialize in the name of the brand. As noted earlier my post, in many cases the brand is taking a backseat when the intreaction within social media is personalized to the person representing the company as well. Being social and interacting with consumers also translates to consumer knowledge and openness. You must have a hunch what consumers and communities would like to hear and do whilts communicating it with common sense. Thus being interesting is the key to drive discussion and virality.
Mangold and Faulds (2009) have really good examples in their article how this is done in practice, check them out. Though, examples are dangerous in two ways: one size doesn't fit all and secondly somebody has already done it i.e. saturation. Nevertheless, I'm going summarize main points of the exmaples. To begin with, there is no separation between online and real life consumer as the goal of any marketing activity is to drive sales. Thus, limiting or focusing all networking opportunites of like-minded individuals to social media is not necessary as the first rule of integration implies. Brand networking events that take place face-to-face are likely to strenhten and prosper community relationships that will continue also online. Providing incentives, such as contests, is a traditional way of integrating consumption activities and company/brand attachment online. Leveling up the experience to community is easilly done by including voting logic. At the moment gamification is the THING to consider, how you could engage and entertaing your consumers. And last but least, linking to fans' blogs in company homepage is worth of considering, too. Laissez-faire attitude isn't enough in social media and enthroning examples of innovative fan stories etc. in various ways is important way of socializing in social media.
Check what academics are saying:
There is no general way how to categorize social media. To me, social media are the people who share personal views and media content. On the next level, defition of online community doesn't equal the platform used but is made up from communications across activitites in various platforms. This definition is rather ubiquitous and abstract, and isn't enough alone. In the other end is a functional categorization by e.g. Kaplan and Haenlein (2009 ) who divide social media into six types: collaborative projects, blogs, content communities, social networking sites, virtual game worlds and virtual social worlds by comparing provided possibilities of self-presentation and social presence in a specific medium. Just place the word 'social' in front of news, videos aka Youtube and photos aka Flickr etc. Whereas understanding the purposes and functions of different platfroms is essential for a marketer to choose and use one, it says little about the meaning of the community i.e. the ultimate target firms want to interact with.
So what are the effective means to reach communities in social media? Firstly, social media must be a part of the firm's promotion strategy and in line with other marketing actions, which Mangold and Faulds (2009) also emphasize. Integration is the key. This really is a problem, because firms are affraid of the fact that they can't control what happens in the virtual grapevine. Thus in general they don't fully consider social media's possibilities and the meaning to their business. This results just in actions of presence in stead of idea of serving superior value to consumers.
Often times social media are sold to managers with the idea of it being so cheap. Wrong, social media are all around and choosing the best channels just for your business is crucial to focus your marketing resources as being social is everyday task. Being active is the key. This is also question of who is willing and has the know-how to socialize in the name of the brand. As noted earlier my post, in many cases the brand is taking a backseat when the intreaction within social media is personalized to the person representing the company as well. Being social and interacting with consumers also translates to consumer knowledge and openness. You must have a hunch what consumers and communities would like to hear and do whilts communicating it with common sense. Thus being interesting is the key to drive discussion and virality.
Mangold and Faulds (2009) have really good examples in their article how this is done in practice, check them out. Though, examples are dangerous in two ways: one size doesn't fit all and secondly somebody has already done it i.e. saturation. Nevertheless, I'm going summarize main points of the exmaples. To begin with, there is no separation between online and real life consumer as the goal of any marketing activity is to drive sales. Thus, limiting or focusing all networking opportunites of like-minded individuals to social media is not necessary as the first rule of integration implies. Brand networking events that take place face-to-face are likely to strenhten and prosper community relationships that will continue also online. Providing incentives, such as contests, is a traditional way of integrating consumption activities and company/brand attachment online. Leveling up the experience to community is easilly done by including voting logic. At the moment gamification is the THING to consider, how you could engage and entertaing your consumers. And last but least, linking to fans' blogs in company homepage is worth of considering, too. Laissez-faire attitude isn't enough in social media and enthroning examples of innovative fan stories etc. in various ways is important way of socializing in social media.
Check what academics are saying:
Kaplan A.M. and Haenlein M. (2009) Users of the world, unite! The challenges and opportunities of Social Media. Kelley School of Business, Indiana University.
Mangold G.W. and Faulds D.J. (2009) Social media: The new hybrid element of the promotion mix. Kelley School of Business, Indiana University.
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