“How can I create buzz about my business? How can I get more exposure and traffic to my site? How can I get people to know about me? What kinds of social media will help me most? These are questions that as a social media marketer I get asked quite a bit. Social media is a hot topic and is on the minds of companies and professional worldwide…
These are important questions, but let me ask you another one instead. What are you going to do with it? Lets say I get you to the top of Google or I can develop a campaign that spreads like wildfire, gracing everyone’s facebook wall posts… is that really what you want? Is that what you are paying me the big bucks for? Of course not, you need the plan, message, and campaign to create a story about your brand.. You need the viewers or your site, your campaign to not only spread your message but to invest in it and become lifelong loyal fans of your product. That is where we really need to concentrate.
A perfect example is the Old Spice Campaign. While it has been touted as a huge success from many social media resources, it has not had much in the way of actual engagement or conversion. As creative as it was albeit a bit disturbing that the managers of the campaign never used the buzz to create relationships with their clients. They never engaged except to put out screaming messages to watch the new videos or to listen to how great they were. They failed to realize that the whole point of social media is that it’s another tool to build relationships. If you look at their twitter feed there haven’t been any interaction with their community at all. No @ replies or thank yous or whatever.
They totally missed the point and may not have another opportunity for viewers to become a lifelong Old Spice man (or woman who loves Old Spice men). So while it is imperative to create good solid, eye catching campaigns, it is also just as important if not more to think through the process so you can engage that community to maintain momentum and drive sales.
Just my two cents..let me know what you think