So, you’ve got Facebook and Twitter fans pouring in from every corner of the known universe. Fantastic! But don’t pat yourself on the back just yet. If your social media campaign is like most, people eventually will be turning away from your message…if they haven’t done so already. ‘Impossible!’ you protest. “I could fill a football stadium ten times over with my legions of followers”. Sure. You might have the numbers, but you don’t have the minds.
The truth is, most social media pages are product heavy. Lots of brand blurbs about what a business is selling or giving away. All one-way communications. And all turn-offs. Why? Because this messaging is exactly what social media visitors don’t want. What this new and savvy breed does want is interactivity. Highly prized among the legions of tweeters and followers are shared experiences and collaboration. In other words, true socializing. When a message comes zooming out from one direction only, people ultimately switch off their receptors. Why look at the same kind of messaging that bombards them from all the other media?
On a sunnier note, there is a pot of gold waiting to be scooped up. And that will go to the brands creating a true social experience with their social media. Mountains of research supports this. For example, a recent NYU study discovered a stronger-than-expected connection between interactive social media and revenue increases. The undertaking examined 800 brands and compared them with 350 data points such as website, online checkout experience, and SEO.
All the indicators are there. All that’s missing is an established set of metrics to drive the point home. Once these emerge, there’ll be no denying it – media that’s truly social is true marketing muscle.
If you have any comments or questions about social media campaigns, or any other marketing topics, feel free to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.