COM0011 – Post 1: Dialogue vs. Monologue: Learning from your social media audience

Johanne Albert – Blog Assignment 1 (due week 4 – March 24-30, 2014)

Our society has become accustomed to fast pace technology;  Social media has brought an expectancy of rapid communications into our lives: everywhere, all the time, anytime. With the millions of users out there, how do we know if we are sending out the appropriate message? Is our brand message really helping us connect with our audience? What about our sales? Can they be affected by the content we produce on our various social media platforms? In essence, social media has allowed big name products to open up their doors to the public. Obviously, this can be a dangerous thing: companies must be aware of all comments posted, what is being “tweeted” about their brands, and must strategize how to  connect with their online public, on the appropriate platforms. Some may engage more on Faebook than Twitter, or the reverse, or, some might solely use YouTube videos to connect with their respective public.  With the evolving and ever changing social media tools, how do we know which one is best to use? Check out the top 2014 social media marketing trends presented by @EngageTarget.

Impacts and Risks

Although many positive outcomes have been seen with the arrival of fast pace communication tools such as Twitter, Facebook and YouTube, there is however,  a hesitation to take from a brand perspective. Too many brands hope for a quick marketing tool that would produce high sales. Social Media is in essence, a way of communicating and networking. If you’re number one goal is getting sales – you are most likely at the wrong place.

Bad Representation Online
Think of all the “haters” out there, who’ve received bad services from an airline, or from a certain telecommunications company (we’ve all been there!). We all know how long it can take to even speak to a human being calling their 1-800 numbers! Today, the quick way in wanting an answer is connecting through the company’s social media tool of preference. The public’s first attempt is now on social media, because they  know this will have a bigger impact on the brand and therefore, will get quick attention. We want better and faster responses from the company. The user is creating content – they want the brands to engage! A big no-no is to simply ignore a public’s concern because this will simply escalate to more negative outcome online.

“Real Time Marketing”

A new term in the social media marketing world is “real time marketing”. Brands are more and more present online and don’t make as much use of traditional media. In the article Social Media: the biggest lesson of real time marketing” ,  Nick Westergaard (Founder of Brand Driven Digital), grabs our attention on the importance of this type of marketing:

IMAGE BLOG POST ONE

Superbowl’s “Oreo” example:
A great example of real time marketing, mentioned in the article above, is the case of Oreo’s Twitter feed publishing, upon the SuperBowl’s blackout, the following Tweet: “You can still dunk in the dark.” This was a smart move : they were engaging in something they new millions of their consumers were also interested in and obviously, watching, at the same moment it was happening. The result?  It was re-tweeted approximately 10,000 times! More info in this video: 

Do you have a social media strategy and culture?

Finally, as we can easily conclude, the importance of a social media presence is key and is becoming a must for all brands. However, it is not WHAT content you produce, but most importantly, HOW you ENGAGE with the public on these platforms. Easier said than done: take time to think of your brand, what you want to share with the public, and how you would like  THEM to communicate and engage with YOUR BRAND. Producing a social media strategy is important: that way you are not caught off guard when problems/complaints do happen. In the end, the CUSTOMER IS ALWAYS RIGHT, even on social media!

One thought on “COM0011 – Post 1: Dialogue vs. Monologue: Learning from your social media audience

  1. What a great video. I really liked how it showed how Oreo and Tide were able to respond to the Super Bowl blackout. With social media, its now so much easier to respond in real time to something that is happening.

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