Social Media as an Amplification Tool
“Social Media” has been a hot topic in the field of marketing for a great many years. Often considered a double-edged sword, the concept of social media is particularly enticing to marketers because of the improved reach and engagement over traditional marketing methods. However, a poorly-executed social media campaign can backfire just as quickly as a successful one.
Take JP Morgan, for example. Underestimating the possible backlash from Twitter users, they launched a “Twitter Takeover” campaign with the following question: What career advice would you ask a leading exec at a global firm? Tweet a Q using #AskJPM. JP Morgan then proceeded to deal with 7 hours of vicious tweets from Twitter users, ultimately withdrawing the campaign by tweeting “Tomorrow’s Q&A is cancelled. Bad idea. Back to the drawing board.”
And yet, some companies have found ways to make social media work. “Viral marketing” has essentially become the holy grail of marketing. The rampant virality of a video or photo across social networks is absolutely astounding, and the spread is essentially cost-free. The famous Old Spice advertisement currently has over 47 million views on YouTube, a number greater than the entire population of Canada!
About a month ago I wrote a blog post that likened Business to a boat, with Marketing steering the wheels. Social media, in this day and age, is akin to giant waves in the ocean; they can either propel your boat forward at great speeds, or send it plundering to the depths of the ocean. A good marketer can navigate those waves.
A good marketer, in my opinion, uses social media not only as a tool for propagation but for communication.
Social Media as a Means of Communication
A brand manager’s role is to ensure that the brand’s message remains strong, consistent and adaptable in the ever-changing market. Social media is an excellent way for a brand (like Old Spice) to invigorate its message, to communicate directly with consumers, or even to show some personality.
Sure, you will have the occasional “troll” or “hater” that threatens to damage your brand’s reputation. But by keeping on top of communication channels, a social marketer can turn consumer comments into great opportunities. A great example is a response post by Bodyform:
Roughly one year ago, a man named Richard Neill poked fun at Bodyform, stating that they had set unrealistic expectations for their products. Left alone, this comment would have received very little attention and would have prompted negative comments, if any.
However, Bodyform replied quickly and creatively.
The CEO of Bodyform replied with a tongue-in-cheek video that “apologized’ for setting unrealistic expectations while promoting the Bodyform brand. This response garnered much interest and eventually became viral, much like Old Spice.
The flexibility of social media not only allowed Bodyform to respond quickly and in a public manner, but also provided the means for the video to become viral. Over the years, I’ve seen many companies use social media in creative ways.
Great brands require hard work, dedication, and consistently wonderful products. Social media helps the brand promote their product(s) through amplification, but that only goes so far. A truly responsive brand will go out of their way to communicate with the consumer, gather input, and work towards making the entire consumption experience satisfying.
And guess what? Satisfied consumers come back.
Until next time, signing off.
-Chris