Social Marketing Tricks

Today I found a few interesting articles offering tricks in social media marketing. The first article was from Mashable and offered tricks that top brands utilize. (I thought it was relevant that in italics before the article started, author Wasserman noted that the post had also been published on American Express’ OPENforum, a community based forum I have previously mentioned…) Wasserman goes on to identify three social marketing tips used by large brands that you could use too. 1. Becoming a passion brand. An example in this category is Nike, consistently highlighting the same underlying point: athletic achievement. This is a topic that all athletes are passionate about and can connect with on some level. The second tip comes in the form of becoming a personality brand, such as Skittles. Skittles does not have the same opportunity as Nike to attract passion but rather can utilize a stream of consciousness updating on outlets such as Facebook to drive involvement. One funny example of their posts is, “the frenemy of my frenemy is my enefriend. This entertains followers and comes off as witty and clever. The last tip from large brands is to be transparent. A good example of transparency comes from Microsoft, who regularly post blogs about current initiatives, etc. Transparency is highly valued among consumers and creates a certain level of trust.
Another excellent article I found today came from the Examiner regarding the idea that social media strength lies within content/audience, and not the viral factor. It is safe to assume that brands do not produce anything “ground-breaking”, and as a result you can see that a good social strategy must be based on the content published and audience involvement. Viral videos are really quite random and short-lived, usually individual user generated, and do not seem to thrive in the big business social world. Instead social strategies should aim to strive in responsiveness and to publish information specific to the needs of your audience. Finally, this article states an interesting development- the circle of content life breakdown. In this model, there are three circles of reach for a brand. Circle 1 being your immediate family, followers, fans, etc., circle 2 being your family’s connections, and circle 3 being the people that are unreachable to you but that circle 1 can share information to. The article also goes on to reiterate the importance of quality over quantity in posting and information sharing.
The final article I found for today from touches on a different subject, the risks of social media marketing. The prime example illustrated in this article is of the recent McDonald’s hijacking of the Burger King Twitter account. The daunting task of managing a company’s social media feeds is becoming more and more difficult, as hackers seek to complicate the entire process in a variety of ways. Hackers posted on the Burger King feed that they had been “sold to McDonald’s”. Wow, think of the implications here. This shows the importance of being a step ahead of hackers – you must have prepared statements for such emergencies, and be ready to react quickly. Public relations and corporate communications is a major part of the success equation today, and must be managed correctly.

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