Role of social media in marketing
JUNE 4, 2013
Chi Tola
A lot of people want to know what exactly this social media is. What’s with being social media savvy? I am never tired of giving out (when necessary) the meaning of social media. If it’s possible, I would start off each write up with its definition. This is because there is always someone reading about it for the first time.
Social media signifies below-the-line elements that are used to syndicate technology and social interface by using words. These elements are usually Internet or mobile centered. Some of the elements we are very likely familiar with include but not limited to Twitter, Facebook, MySpace and YouTube.
What is the connection between social media and marketing? I have lost count of the number of emails I get with these questions? One thing is sure: when people start asking questions, it means they are willing to know, understand and then appreciate an idea, information or consider a new trend.
One good added value of social media is that it gives marketers a voice and a way to connect with peers, customers and prospective consumers. It not only gives a voice, it also personalises the “brand” and helps you to spread your message in a comfortable and chatty way.
The only challenge of this new media is that it must be a part of your everyday life in order to keep the motion and devotion you need for it to be effective.
Let me state emphatically here that social media is not just for small business owners that are trying out an experiment. That said, understood and accepted, let’s now look at what role social media should play in your marketing? Marketing is a tool we use to inform consumers about our products, who we are and what we offer.
Social media helps us have peer encounters. We can use social media to associate ourselves with our peers, which may be serving the same target market.
Social media can be used to stamp an identity, which are products and the services we offer.
If we intend to be real with our customers both potential and loyal, Social media makes it possible. Sharing your personality makes people follow you online, do not limit your presence to just discussing latest product news etc.
Social media helps us create relationships with people who may not be aware of our products or service or what our companies symbolise.
Social media also helps with customer relations. It’s easier to interact with them on what they are looking for or expect from a product or service and how we can improve it to their satisfaction.
Obviously and undoubtedly, you can agree no less with me that really social media carries a lot of added values. But how do you do it right?
Social media should not stand alone in your entire marketing strategy; it must be integrated with other vehicles of marketing. As social media creates awareness, it will not generate all the sales you require at inception or start-up. I am not saying you won’t get the desired ROI with social media but it most probably won’t be at the instant.
You always must be yourself and reflect a character. There are no laid down rules when it comes to social media, only you can determine your style, approach and strategy so much that it works well for you.
Be consistent, if you do not plan on being consistent don’t do it at all – it’s a waste of everyone’s precious time. Why start when you won’t end well? With social media, if it must be done at all, it must be done well.
Wondering how effective social media has been? Success stories are abundant when it comes to using social media ranging from headhunters that find job applicants to new enterprises that want to announce a new product as well as existing and well established multinational companies that want to strengthen their brand or improve their services.
The role of social media in your marketing is for it to serve as a communication gizmo that makes you accessible to those interested in your product and makes you visible to those that don’t know your product.
Fact is social media is so generalised that it can be used in whatever way best suits the interest and the requirements of your business. Explore the use of social media as a tool to create a personality behind your brand or services and establish relationships that you otherwise may never gain.
The result of a well utilised social media as an element for marketing is not only gaining repeat-buyers, but also securing customer loyalty.
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