My interests, both personal and professional, lie in all things social media. For example, my friends find me addicted to foursquare, but I’m also checking out what brands have recently signed onto foursquare, and how they are using it to market themselves. The Twitter phenomenon is pretty self-explanatory; it has been such a game-changer in how brands even think about social media strategy and almost every brand has a Twitter account, even if they aren’t sure what to do with it!
I believe all brands, big or small, should not just have, but own and continuously market their online presence. In the digital world that we now live in, a brand will be falling behind if they don’t take the opportunity to brand themselves in the social media space. With all of the new outlets (Facebook, Twitter, blogs, editorial content, mobile apps, mobile advertising, not to mention traditional SEO management and banner advertisements) a brand needs to stay one step ahead of the curve in order to keep up with the ever-changing digital consumer.
A smart social media strategy, in my opinion, is one that connects with the consumer on a social level and is able to put a definitive result behind that connection, be it couponing, discounts, free stuff, a twitter shout out, exclusive access, etc. The successes of sites such as Yelp, Foursquare, and Twitter, to name a few, are due to people having an innate trust in the online community. This collaborative nature lays a strong foundation upon which a brand can create strong consumer connections and brand loyalty.
A strong social media strategy, a la Old Spice, Starbucks, Mad Men, has proven how it sometimes takes just a simple concept to create buzz and even ROI without spending an astronomical amount of money. What success stories have you seen out there?