For the final year project I had taken up the topic 'Social Media Marketing'. This is what I learnt from it:
Most companies had a wrong perception
about social media during its inception however gradually with so many success
(and failure) stories lessons have been learnt. Companies have now started
realizing that only by creating accounts on different social media websites
will not serve the purpose.
Also while marketing through this medium a
structured process is needed to be followed which most of time is ignored by
the companies. Generally someone from the marketing department is assigned the
task of managing social media accounts. This makes sense only when the budget
allocated for marketing activities is less. However, if you are a big company
and looking to create a huge impact through this medium, hiring professionals
to carry out tasks will bring success to your organization.
This medium offers a unique feature of interacting
with your customers. It should be used wisely. Social media is not about you
(company) but everything about the audience. They must not be ignored. Many a
times I have seen brands simply posting status updates, they think their job is
done there. Who is supposed to respond to the reactions of the audience? When
you respond to what people have to say about you, they feel connected to you.
I am sure no other media helps you to reach your
target audience so specifically. With social media you are rest assured that
your marketing activities is directed to people interested in your brand and
your potential customers. The waste of your marketing messages falling on deaf
ears is eliminated.
There has been a huge debate about social media ROI
(Return on Investment). The case studies mentioned in this project clearly
indicate that if social media is used appropriately the returns are guaranteed.
On the other hand, any haphazard treatment of social media marketing will lead
to the downfall of the brand.
One of the major challenges still remains as to how
you deal with all the ‘hate messages’ and negativity of your brand floating on
social media. A powerful brand will come out with innovative ideas and
strategies to tackle this issue.
Social media is all about relationship building.
When I tweeted about a certain problem with my mobile service provider on my
twitter account, the company immediately got back to me and asked me, “How
could we help you?” More than anything, I was happy that my voice was heard.
How did the company find me? The answer to that will be will, ‘POWER OF SOCIAL
MEDIA’.