Social networks have become a mainstay of many successful PR campaigns based on their ability to host interactive communications among audiences. Now, marketers are
increasingly tapping these platforms to help them "hook up" with their target audiences, thus integrating their discipline and PR even further.
With this integration comes a need for communications professionals to understand the nuances of marketing on these dynamic channels, as failing to do so could quickly spell
disaster for even the most stalwart brand. To anticipate the challenges and reap the benefits of marketing via social networks--and to get support from clients and C-suite
executives in executing campaigns--consider the following best practices.
*Know the advantages. A common complaint among communications executives is that the keepers of the budget (read: senior management) are hesitant to devote significant
resources to nontraditional marketing methods. To combat this reticence, pitch to them the benefits of crossing over to the digital side.
"One of the big advantages to marketing on social networks over other advertising mediums is that companies can talk directly to the customer, especially with their most
passionate brand evangelists," says David Wilson, co-owner of Braveheart Design, a search marketing company based in New Hampshire. "Social networks allow marketers to get closer
to customers than ever before and get their feedback on products or services that are being offered. It can be true two-way communication."
The intimacy with targeted audiences that social networks provide is a huge advantage. So too is their ability to offer insights into consumer habits and industry trends,
especially when they are on the cusp of emerging.
"Social networks allow marketers to get a sense for the pulse of an industry by listening in to the conversations that are taking place, and by hearing what the hot buttons are
that consumers have," Wilson says.
If these reasons don't make a strong enough case, consider the fact that Forrester Research reportedly began advising clients that now is the time to begin advertising on
social networks, especially given the recession. The company makes the following argument:
"Social applications in particular, such as communities and social networking sites, are cost-effective and have a measurable impact on prospects' decisions in the
consideration stage, which will be important to companies under recessionary pressures."
*Know the disadvantages. For every positive there is a negative, and communications executives would be naive to approach marketing on social networks as a foolproof mechanism
for reaching consumers.
"[On social networks], everyone has a voice, and if they are unhappy about something they will let people know it," Wilson says. "For companies that like to tightly control
their marketing messages, this can be disconcerting, as they don't like to hear any sort of negative feedback."
Therefore, if your brand isn't one that resonates well in the context of digital give-and-take conversations, social networks probably aren't the best route to take.
*Don't re-propagate traditional advertising campaigns on social networks. Doing so will guarantee failure.
"Traditional advertising methods don't work on social networks [because] consumers do not want to be sold," Wilson says. "They want to be engaged and listened to."
Consider using a recommendation engine--that is, a function that allows the social network user to choose the ads they see. It is this type of customization that ultimately
breeds successful marketing campaigns, especially given the fact that social networks by their very nature collect loads of personal data about their users. Communications execs
should take advantage of this from the get-go.
*Put the audience before the message. It may sound like putting the cart before the horse, but it's important to think about the audience before you build marketing messages
around a social network. As is the case with most digital channels, most social networkers are empowered by their ability to be heard by an unlimited number of listeners.
Translation: This audience has an ego that only cyberspace can hold, and they won't take prepackaged marketing material sitting down. So, make sure all efforts are customized for
the target audience, and that they are transparent and true to the brand.
It's also important to make sure the brand and the social network itself are good matches for each other. For example, Wilson says, "Facebook demographics skew female and under
25 compared to other major social networks. That's important information to know if you are building a Facebook application, especially if your target audience is male." PRN
CONTACT:
David Wilson, [email protected]