Social Media in Action
Ever wonder about the specific tactics that social marketers are using? The graphic below is from Omniture - and it breaks down specific channels/strategies currently being used by social marketers.
I predict that these numbers will double within the next 12 months. SM channels provide the lowest cost of entry, and if done correctly, the highest impression value. However, as marketing departments trim the fat and move social, it will be interesting to see if brand value increases or decreases as a result. I believe the social media shift will either (completely) open up communication between brands and consumers (if done correctly), or provide an opposite effect - and cause resentment toward brands that tread on the social space (if done incorrectly). There won’t be a middle ground.
Moving into social media should be done with caution, as part of a strategic marketing plan. Brands must be prepared, and understand that the “new media” has its own standards/best practices - and breaking these can result in negative engagement with the consumer. I suggest partnering with a consultant or agency that specializes in social media marketing. The “participatory web” now determines what your brand means, and since the social media belongs to them, you must follow the social rules of engagement. BTW…these “rules” are not written anywhere - they are known only by the users, and continually change to meet the needs of the SM channels. Caveat venditor!
View a great presentation regarding international use of social media.
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Follow Scott Templar on Twitter @scotttemplar