The truth is that social media has simply been added to the rest of the constantly expanding media-sphere. And by itself, it’s not any more important than the rest of the media. The reality is that it’s not about the media at all. It’s about engagement. The way to make social media work is to forget about social media. At least for the moment. Advertisers must return their focus to developing an effective communication strategy. A good communication strategy will dictate not just whether social media is an option but it will also define exactly how social media is going to work for the brand.
The key point: Social media is just one aspect of an effective communication strategy. So how does that work exactly?
Three things you must have to make social media work for your brand.
An effective communication strategy has three primary aspects. They are:
- a content development/message strategy,
- a media channel strategy,
- and an engagement strategy.
You need to know who it is you’re trying to reach and what it is that they are interested in and what that has to do with your brand. Put it all together and you have something you can work with. Primary research has never been more important than it is today.
Working out the nuances of content/message are vital but potentially worthless if the media channel used to deliver it is either inappropriate for the content or the customer.
The reason why social media doesn’t work is simply because marketers are thinking too small. When they consider the cost of creating a Facebook page (basically free), then they take a “sure — why not attitude” and their foray into social media starts and ends with the expectation that they will be getting something for nothing. But it’s not that easy. Advertising is a lot harder today than it ever was before. Or at least it’s still as hard as ever. You still have to produce big ideas that engage people if you want advertising to work.
If you aren’t currently using social media to good effect, please contact Ydeveloper. We will undertake an in-depth study of your business and then provide a host of services to help you make it work for you.