Don’t be deceived by the title. Advertising will never ever ever ever go away. Despite what Al and Laura say in their book, Advertising still works and is here to stay! However, social media is taking the market by storm for several reasons. I personally think its customer engagement. When customers feel engaged, they become loyal brand ambassadors with a strong emotion of belonging. This is something that can’t easily be taken away by a competitor. When a company can create that dynamic of two-way communication between a customer and a company, they are more likely to help foster long term, profitable relationships with them. Here are some recent headlines about companies that are adopting social media strategies as a part of their overall marketing mix.
In the news this week it is reported that hgtv.com is launching a social networking site for their target consumer group. Users of the site will have the capability of writing ratings and reviews, post to various forums, and upload photos of their living rooms, bathrooms, or other rooms that have either been recently designed or need remodeling.
According to Adweek, Sony and video-sharing site Grouper, in an effort to increase customer engagement and excitement are holding a contest to look for two people to be the “Face of the Fan” and report on movie news.
Chairman and CEO of Marriott International Bill Marriott is already yielding positive results from a blog he launched last month. In fact, one of the first posts, “Uncharted Territory,” has already received over 80 comments. According to Three Minds, the blog summarizes what blogging is all about – and what it can ultimately do for a brand by telling stories, listening and learning from customers, and putting a face to the brand.
And lastly, our lovely Democratic Party is finally catching on to Social Media. Mr. Obama’s website allows users to create profiles, find nearby supporters, plan and attend events, network with friends, become a fundraiser and set up a blog. On the Clinton’s side, the Team Hillary Action Center wants users to help build the supporter list, host and attend Hillary events, set goals for “Hillraisers” or registered users and become a guest blogger.
These are just a few examples of how big brands/politicians are adopting social media in a way to engage with customers; a difficult yet rewarding task, if done right.
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