Wednesday the 26th of November 2014
What is social media?
Social Media: Websites and applications that enable users to create and share content or to participate in social networking. History: Friends Reunited (1999), Myspace (2003), Facebook took over from Myspace in 2008 with the highest amount of unique users. Facebook has 1.35 billion users, Google + with 1 billion users and Twitter has 550 million users. 72% of users online have some form of social media platform, exposure or account.
What brands do you follow on social media platforms and why?
Consumer Opinion: To keep up to date with brands which post content considered either interesting or relevant to the individual users. The opinions related to brands attempting to ‘push products’ on social media are negative.
Knowing your place, should all brands have a place on social?
It’s important for brands to be social, to consider the consumer but perhaps for some brands it’s not as necessary to have as strong a digital presence. If you don’t have a ‘thing’ then you might struggle, although use of the word ‘thing’ here is incredibly vague and is presumably referring more to a niche market or specific products.
An alternative opinion is that all brands should be thinking about social media and paying attention to what is happening within their market, keeping up to date with the latest trends and content in order not to get left behind. Most would agree that any feedback is crucial whether presented online or offline. Having a ‘story to tell’, something a consumer can perhaps ‘relate’ to or associate with familiarly. Culture, brand commitment and heritage are also seen as a priority when it comes to using social media. Regarding ‘thirteen minute long’ videos about brand history or product manufacturing, these are perhaps not as big a problem as they are seen to be. The problem is usually not the brand itself but the quality of the video, in which case, in order to develop a brand, in order to help a brand and to find solutions, one might suggest just making a better video. If at first you don’t succeed…
The Oreo Moment: ‘During the third quarter of Super Bowl XLVII when a power outage at the Superdome caused some of the lights to go out for 34 minutes, the sandwich cookie’s social media team jumped on the cultural moment, tweeting an ad that read “Power Out? No problem” with a starkly-lit image of a solitary Oreo and the caption, “You can still dunk in the dark.” The message caught on almost immediately, getting nearly 15,000 retweets (as of this writing) and more than 20,000 likes on Facebook – not quite Beyoncé halftime show numbers, but pretty impressive for a one-off joke made by a cookie. The ad was also posted on Tumblr … with the note “Oreo won the Super Bowl blackout.”’ (wired.com/2013/02/oreo-twitter-super-bowl, 2013)
Highlighting the importance of virality was another key point made. New marketing strategies on social media, some agencies are reluctant to express their successful social strategies.
Social Hub: Should a toilet paper brand be on social media? If the audience is on social media, then definitely, possible ideas relating to content about procrastinating on the toilet, it relates to content being king. Some people don’t follow brands on social media and prefer to keep it personal.
Reputation: Is all publicity on social media good publicity?
Larger companies may struggle to change their reputation on social media, as opposed to smaller companies who might still stand a chance of rebranding and creating something from potential teething problems. Hiring the right people to put out messages on a brands behalf is important as for example, an intern may not quite understand the brand philosophy as well as a more senior member of staff. The authenticity of a brand is often exposed through social media. Putting negative content into context is a good way of really evaluating a brand and potentially coming up with constructive criticism regarding solutions. Customer service providers are often targeted on social media. Haters gonna hate… Good content and personality, as well as the realisation that a brand will not be able to please everyone is crucial for the success of a brand on social media. Investigating target audiences and moving away from likes and shares is one view on social media reach.
Social Hub: Can over presence actually ruin a brand? No brand has ever folded due to negative publicity? Is this true? When consumers become influencers: Who is an influencer?
Influencers have a strong internet presence, they make people go out and purchase products and they share their own content and the content of others. Influencers are now aware that they are influencers. Super fans can be used by companies to enhance their reputation, digitally and IRL. Traditional media influencers: Journalists, columnists etc. Non-traditional media influencers: Bloggers, etc. How does one person change another person’s behaviour, whether directly or indirectly? A difference being influenced and being aware that something exists. Using celebrities for credibility, as the face of brands such as those heavily involved with lifestyle. Culture significance, developing a brand with the culture surrounding it can enable influencers and affect consumers. Influence within circles or tribes, the digital tribal or circle leaders are often influencers.
Social Hub: All brands have a place on social media; brands which turn negative comments into a positive debate have found a useful way of utilising digital. Is influence about changing feelings not influence of scale?