Effective social media marketing requires breaking down departmental silos, says Tim Anderson
Personal recommendations and customer opinions are more effective than any other form of marketing. A 2011 Nielsen survey, for example, showed that 92% of consumers trust recommendations from people they know, and 70% trust opinions posted online. Show an online banner ad though, and only 33% trust its information. Statistics like these explain why social media marketing is hot. If your brand is talked about positively online, the benefits are obvious.
Unfortunately (or perhaps fortunately) social media marketing is different in nature from other kinds of marketing, and attempts to add it simplistically to the marketing mix will almost inevitably fail. At worst you get a disaster like McDonald's #McDStories, and at best an ineffective campaign that may be perceived as spammy and intrusive. Social media marketing is interactive, and interactive does not just mean merely soliciting responses, but actual engagement with customers
Continue reading Social media marketing: We need to talk
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