Social media marketing: oxymoron?

socialmediamarketingoxymoronThere has been quite a discussion going on over at LinkedIn on my post about social media marketing.  While most marketers know that they have to have social media the issue seems to be how much to invest in social media in relation to the bottom line.  It’s especially hard to justify a full-time position to be a social media community manager since the line back to ROI is jagged at best.

Let’s get back to marketing basics of understanding our customers

(1) Consumers just don’t have time to engage brands on social media – OK, there are some brands that are worth following like Starbucks, but for the most part, Facebook is right that only 1% of people are actually seeing your organic posts.  If you want to announce a new product or promotion the best way might be to use Facebook’s targeting tool to advertise to them.  However the question then becomes where do you send them?  My advice has always been to send them to your branded website.

time pressed consumers

(2) The social media manager is a full-time job in house, not via an agency – If you believe that Facebook and Twitter are a key part of your brand strategy than get a dedicated person who can listen and talk to people as individuals.  Stop trying to quantify their value just understand that talking to prospects/customers is an important brand touch point.

(3) Despite all the free research available you should always be doing more to better understand your customers – You should be able the following questions; what is the moment of truth when a consumer becomes a customer and where does it happen?,  do our customers really want a social media relationship with us?, Do our customers expect us to be on social media and do we have the resources to answer their questions in real time?

Qualitative-circle-diagram

(4) What is our brand promise ?  Is it the consistent quality of your product or a customer service line?  Tide, for example, has 800 and web help to answer questions about how to get clothes cleaner and remove “hard to get out” stains.

While some say mass marketing is dead I have to disagree somewhat.  It really depends on what you’re selling.  A new heat and eat pasta dinner could appeal to a broad range of consumers while a new Subaru model may appeal to a narrow segment of Millennial’s. Even social media ads can be effective if targeted the right way. I am a big bike rider and have been seeing a lot of ads for new bike gear as Spring approaches and I have been checking them out.

healthyshopping--food--bevcampaign

In the end a better understanding of what our customers expect from us will go a long way in determining if social media marketing is really going to drive conversion.

About richmeyer

Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

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3 Comments on “Social media marketing: oxymoron?”

  1. Social Media Marketing in this day and age is the crux of growing your business to a vast audience, but often gets left for last. Business social media needs are very different than personal social media skills! It’s one of the largest misconceptions when looking for a social media expert for your business. Having a good marketing campaign with business savvy social media experts is the best approach rather than losing valuable time trying to save a buck.

    Web ‘n retail’s professionals in social media marketing respect your time and can help you while you are concentrating fully on running your business. With over 21 years experience, Web ‘n Retail, a division of Rock ‘n Retail, has managed campaigns for over 250 artists on major and independent labels as well as other non- music related projects.
    Social media should be approached as “I must incorporate the time needed for this into my daily routine” as opposed to “if I have time” option. With social media use at an all time high across multiple platforms, it pays to be known online. A social media marketing campaign is great at utilizing resources of knowing what’s in and what’s not. Creating a large fan base online through social media and mailing lists is now the gauge for popularity and success.

    But there are only so many hours in a day to keep up with the changing trends and making sure your business gets out there all by yourself. So if you understand the benefits of using that critical time, check out Web ‘n Retail at http://www.musicmarketingbywebnretail.com and Facebook here: http://bit.ly/WnR-Facebook.

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