Nowadays we are living an evolution in consumer behaviour, what I mean is that consumers have changed the way of purchasing a product or service, before they received a lot of information and inputs from brands, however now this have changed, while brands are sending all kind of inputs to improve their awareness, consumers are getting their own information of these brands from internet and social media. Consumers have now to listen to the brand but they have also to listen to other parties that talk about this Brand, which are other consumers making comments in the social media about their experience with the Brand, making videos and some critics sometimes. This fact scares the marketers a lot as it is very difficult to control what people say about your Brand in the internet. For this main reason all companies have to make the decision of being in the social media, what means having a Facebook page, twitter and other networks. Therefore they will be able to see what are the comments and respond to them, what it means, communicate with their consumers. On the one hand entering in the social media world is scary and sometimes is nebulous as there aren’t metrics that demonstrate the relation with social media and the growth in sales. On the other hand it is an opportunity. But why having your Brand in social media is such an opportunity?

Social Media enables targeted marketing response at individual touch points along the consumer decision journey by doing four main actions:

Monitoring: Analyze each moment what it is said about your Brand, so that enables you to know how is your Brand perceived and what consumers think about it.

Respond: Consumers can communicate with your Brand, so that means that you are able to respond all consumers’ questions. If the communication with the Brand and the consumers is fluent the engagement grows. Your objective with social media is to create traffic to your social network and a high engagement

Amplify:  Social media is a very useful tool to amplify your product or service making them an experience for the consumer. You have to create a good content for your Facebook page; you can make contests for the users and good campaigns that can become viral. You can also create forums where people can talk about the Brand and their experience. This can create a high loyalty and engagement.

Lead: It enables you to buzz through product launches, generate traffic and sales with offers and free samples and you can also solicit the consumer input after their purchase.

After doing this introduction about why CEOs have to think about the entrance to social media, I would like to share with you some facebook campaigns of the most known companies around the world. With these examples you can see clearly how social media can make your brand not only a brand but also a great experience. Consumers have a lot of choices; there are so many brands to evaluate so you must make yours unique, and social media gives you the chance to do that.

One of the campaigns that I liked the most when I saw the best 25 facebook campaigns was the KLM one, I think this one shows clearly what means converting your service to a new experience and something unique for the consumer. They transformed a simple flight to the opportunity to meet new people and have fun during it.