What Social Network Matters for Your Brand
We all realize the importance of social networking in marketing, but what sites should your brand use?
According to the
While marketing through
But it wouldn’t be the right environment for reaching gamers, power moms, independent music lovers or affluent seniors. Brands such as Activision, Pampers, LiveNation or
Before using any social network for your brand, it’s crucial to understand that these sites have different purposes and deliver different audiences. Often, companies look at social media as one channel, but that can lead to a real disconnect by employing a one size fits all approach and offering an impersonal consumer experience. Marketers need to determine a solid plan of action and communicate with their team in order to effectively implement social network strategies that drive active participation. Before considering what networks in which to invest your brand’s time and resources, you should ask a few questions:
·Who’s your audience?
Each social network has a unique audience, so your teams must understand an audience’s intent and expectations on that network. MySpace has maintained and strengthened their position as a music lover’s site. This is a perfect environment for American Idol sponsor Ford or any of the wireless carrier or device companies like
·What’s your message?
What do you want to communicate to your audience? Because of the professional nature,
a. Building a dialogue with auto buyers as they initiate the buying cycle
b. Reinforcing insurance protection for auto and home owners
c. Acquiring apparel customers during key seasons of the year
d. Connecting with adult students considering a life change
What all these efforts have in common is a brand starting with a focus and market they want to message. Every social marketing effort should support a core purpose.
·What is your purpose?
Why are you using a particular social network, and what do you hope for in return? All social networking encourages participation and creates a feeling of membership, but what’s the specific reason your brand invests in each site?
- 53% frequently or occasionally use social networks to provide feedback to a brand or retailer
- For Twitter, 59% are more likely to recommend a company they follow, and 58 percent are more likely to buy a product they follow
- 59% use social networks to compare prices; 56% do so to talk about sales or specials
Each social network your brand uses should have a clearly defined strategy, involving a specific audience, message and purpose. Understanding what social networks to use and how to use the sites will promote success as you drive active participation.