A lot of brands are looking for social media marketing nirvana only to be disappointed because they can’t connect the dots between their efforts and the all important ROI. However, there are some key lessons from brands who are using social media to deepen their relationship with superconsumers. 1ne: The people following your brand on social media maybe superconsumers and that’s ok because they provide most of your sales & profits. Superconsumers represent 10% of a category’s customers but account for 30% to 70% of sales and an even higher share of profits.
2wo: Social media marketing is a specialty. It can’t be farmed out to an agency and it takes an employee with special abilities to succeed. look at the brands that are getting it right, they all have one thing in common; they listen and talk with people they don’t broadcast.
3hree: No matter what you do, you are going to have to accept the fact that some brands/products are not worthy of a consumers time on social media. Consumers just don’t have time to follow every brand in their fridge or pantry.
4our: There is a wealth of information to be mined via social media, but you have to know which bits of information you need to act on. Listen but filter out distractions.
5ive: Your job should not be to try and convince management that there is a positive ROI on social media. Rather, it should be to convince management that social media is part of a well executed brand strategy. Success is not always what you see.
Finally, if you have someone who is good at social media marketing do your best to hold onto that person at all costs. They are the voice of your brand and it’s hard to find someone who can do that well.