My Marketing Strategy
Nicolette Lemmon, President & Founder
Make sure you give it a lot of thought!
Did you watch the finale of American Idol where over a hundred million votes were cast and the judges’ favorite did not win? When consumers want to express themselves, it can turn a potential winner into the runner-up very quickly.
So, what has Adam Lambert being runner-up on Idol have to do with marketing strategy?
People have found that they have the necessary tools to be involved and make themselves heard. The power of the engagement was a mechanism within the reach of any consumer –the phone. However, when the announcement came that the favorite did not win, conspiracy theories started hitting the Internet, irate Adam fans took to blogging about the travesty, and fans for both young men commented on every possible entertainment or news site.
The point? Consumers have changed from merely taking in brand messages, watching advertising or reviewing information online. Now, they have more mechanisms to interact.
A social media layer within your marketing strategy must take this engagement factor into account. You first need to determine what mechanism you want to offer, whether a blog, a message board, a Facebook page, a Twitter account, or simply online chat. Each of these media offer interaction with someone at your organization. This, in turn, requires selecting the right staff members to be involved as well as training and setting guidelines for each social media.
The level of interaction with consumers needs to be handled with a high level of professionalism when it involves your brand. That’s why it is important to really plan a strategy to adopt the social media layer!
PS. While my 11-year-old daughter and I both tried to vote for Adam and couldn’t get in, it did cross my mind to jump on the Internet to vent my frustration on the American Idol site!
Need help layering social media with traditional marketing efforts? Download our complimentary PDF, Helpful Tips for Adding Social Media to Your Marketing Mix.