The Social Marketing “Land Grab”
By Affinitive
“Social Media” are the two hottest buzz words on the block in the big, wide world of marketing. Diving into the various social marketing platforms – such as Facebook, Flickr, Tumblr (or another blogging platform although I have all my pesos on Tumblr reigning supreme), and the hottest little platform on the list, Twitter, is becoming the norm rather than the exception as it has been in years past.
Less than 10 months ago, I remember creating massive PowerPoint presentations explaining exactly who, what, and WHY platforms like Twitter were going to become key social platforms for brands to engage with consumers – especially when loyalty and retention are part of the brand’s goals and objectives. Now we are getting requests for Twitter and Facebook strategic proposals on a daily basis. The tide has definitely turned.
According to a recent study by Burson-Marsteller, Twitter is the top Social Media platform for Fortune 100 companies. Not a huge shocker if you work (live! breathe! all of the above!) the space, but nice to hear tools that you believe, as a marketer, to be viable if properly adopted to begin to emerge as frequent parts of brands’ strategies.
What is even more interesting is when you drill the reported Fortune 100 numbers down:
- 54 percent of the Fortune 100 have a Twitter presence (Anyone have that list? Mashable? Couldn’t find it on their Mega Lists)
- 32 percent have a blog
- 29 percent have an active Facebook Page.
- only 17 percent use all three (blog, Facebook, Twitter)
- 94% of companies who use Twitter use it for news/announcements, 67% for consumer service and 57 per cent for deals and promotions
- average Twitter account has 5,234 followers, median is 674 followers.
At companies using only one of these tools, 76 percent of them use Twitter as the tool of choice. Whew. In some ways this makes me want to dance around in circles and sing “I told you so” like a 4th grader…but mostly this just makes me want to work harder to ensure that all of our current, future, past, potential clients step into the space with purpose AND best practices.
As the best practices for the space continue to get defined and redefined by the people who actively engage in them (as users, brand leaders, marketers…), the ownership over social marketing as a strategy and the social mediums that fall underneath it’s umbrella enters into a huge gray area.
As the popularity has ensued, the land grab for control over social marketing has hit full swing.
In what can perhaps best be analogized as a social marketing gold rush, marketers and agencies across the board are racing to own that space within their existing (and future) brand relationships. Simultaneously brands are racing to get started in social marketing (for the most part) and aren’t sure which direction to go.
Who best owns Social Marketing? PR? Digital? A boutique agency? Internal brand managers and team members?
While there is clearly no universal answer – despite what we’d all love to think – there are a few key items on the list that seem to be basic rules of thumb that most brands simply can’t ignore.
So without further ado, let me present my list of Social Marketing tidbits for thought, the growing/morphing changing stream of practices, ideas, and 411s that go into most of my brainstorms:
- People are talking about you on Twitter… and likely on Facebook, and definitely out there in the big, bad blogosphere. And will talk about you. They are asking for you to join the conversation.
- The person (or persons) communicating on behalf of your brand have to really know your brand.
- But they also have to really know the medium…and the medium’s user base.
- There are rules to engagement in all platforms – you cannot go into this blindly as a brand. You have a lot more at stake than Joe Schmo’s anonymous testing of the waters.
- There is a true strategy to using social mediums properly. Frequency of content, types of content, ways to advertise (if you should advertise?), metrics and measurements for success, best type of communication, even the lingo is often strategic.
- The worst thing you can do is feed all your blog posts into your Twitter, all your Twitter posts into your Facebook, and all your Facebook status updates back into your Twitter. Sure you want to cross-link and have an integrated strategy, but each audience deserves to be communicated with directly.
- Transparency. (Always, always, always).
- There is a major debate with regards to the ethics of paying bloggers, tweeters, etc. Be sure to know where/how your social marketing team approaches this (and know the backstory).
- Just because [insert cool brand name here] and Oprah are on Twitter doesn’t necessarily mean that you should be. Enter all mediums with a plan and with purpose.
- Chances are your legal department is going to need a full-fledged tutorial on whichever platforms you choose.
- Don’t give up if you’re facing some legal challenges. You can work through them. We have navigated through (and prevailed!) highly regulated industries and it is worth it.
- The number of “fans” and “followers” and “friends” your brand has only matters if you are actively engaging them with content that makes sense, that they want to consume, in ways that they want to consume it, and in ways it best fits in with your overall marketing mix.
- Debating social strategy internally? Starting with Forrester’s P.O.S.T. analysis really is a good way to get the ball rolling.
- The blessing (and curse!) of online is how fluid and flexible it is. Make sure you are, too.
- If the people doing your strategy aren’t active personal users of the platforms – mega red flag. Find their accounts, verify they actually are practicing the buzz worthy mantra they are preaching.
I’m sure I’m missing many on the list. So, marketers, tweeters, bloggers, strategists, tumblrers, Facebookers, social media enthusiasts, what do YOU think?