Social media implies the democratization of information and requires authenticity and openness from those who deliberately use it for marketing. This means that good and bad stories spread and stick around.
Although they are engaging publicly with a wide audience, marketers need to remember that they are communicating with individuals. While marketers should engage in the conversation, and possibly lead it, they cannot control it.
Marketing to content creators
Because they are so influential, approaching online influencers should form a part of any PR strategy.
Supply content creators with the tools and resources they need to talk easily about your product; including links to your social profiles, Twitter handles, and hashtags.
Marketing to content consumers
Social media allow anyone to have a say, and the same tools that are available to individuals are available to companies. Company blogs allow a brand to build a personality and to interact with their target market. Entertainment created and spread via social media increases brand touchpoints. Using the same channels that are available to your consumer aids in understanding the consumer, and levels the plane of conversation.
When using social media to reach out to content consumers, go to where your consumers are. For example, a nightclub for students can create a Facebook Page to advertise its weekly specials, and interact with fans; while Land Rover enthusiasts may be more comfortable with a discussion forum.
With all interactions, marketing messages need to be clearly identified and labelled, with a disclaimer added if necessary. Trying to hide them as something else will only decrease your authenticity.
Marketing to content sharers
Content sharers are content consumers who also pass your message on, whether it’s by chat or email, by sharing a link on a blog or by submitting your content to a bookmarking or aggregating service. They are a crucial link in the chain that passes your message around. Make it as easy as possible to share your content by using chiclets and unique and easy-to-read URLs.
Advertise on social media platforms
While marketers can use the tools of social media to convey their message, the characteristics that define a social media website are also important. Social media allows users to express themselves, and this means that demographic information can be compiled to allow for more useful and targeted advertising. This presents many opportunities for targeting advertising, and for finding creative ways to reach an advert-fatigued demographic. It also introduces the risk of dealing with personal information – making sure you’re up to speed with the relevant laws in your country.
