What Role Does SMM Play For Your Brand?
Social media marketing is quick, inexpensive (compared to traditional marketing) and provides global coverage, but despite all these benefits it is cannot do the job of marketing your brand all by itself.
Are there niche products or groups which can benefit enough from just a social media marketing campaign? Probably. But that does not diminish the importance of having a comprehensive marketing campaign to tap all available markets and reach an even wider audience.
Most major brands who are having success with social media marketing are also leveraging the power of a broader marketing campaign, mixing traditional marketing techniques with digital techniques to provide the maximum amount of coverage. Successful strategies are not based on one single medium, or one single method, but cross platforms and reach audiences in every way possible.
You might call it the “Blanket Effect.” The idea is to position your brand in front of as many eye balls as possible in hopes of attracting new clients/customers, and retain existing ones. Social media marketing is a fantastic tool which offers an opportunity to reach more than one billion people (just using Facebook and Twitter alone) but it is not the be-all, end-all, of marketing.
If you want proof of this consider that print advertising and television advertising have been seeing gains even as social media marketing has been growing by leaps and bounds. Email marketers continue to reap benefits and SEO is alive and well. All major companies are using a combination of marketing tools to increase their presence and position their brand for maximum exposure. And if there is one lesson we have learned it is this: Imitation is not only the sincerest form of flattery, it also makes good business sense.
• Brands/Experts should approach the social media team for similar brands or media outlets and offer promotions, giveaways, interviews, and product announcements on those brands’ Facebook/Twitter pages.
• Instead of writing a column in a magazine, why not have your client ( brand or individual) spend a day on the media outlets Facebook or Twitter page answering reader questions? Having a celeb or client or brand spend a day tweeting for a brand can be so much more fun and engaging for the audience.
• Create savvy content & programs that engage consumers online and offline simultaneously, so that your presence is felt beyond social media.