As many of our readers have probably figured out, Margaret and I—besides being women—are great fans of social media. Now that is not to say that we don’t love the feel of print or the more traditional touch of radio and television. I mean, who doesn’t love to spot a fabulous billboard while stuck in the exact same spot for 20 minutes during rush hour traffic? But we still want to continue to educate our readers on the merits, importance and possibilities of including social media in your marketing plan.
I found an article today on a blog called imedia connection. The title of the article is “Social Media is Infrastructure” and it was posted by Michael Leis, Senior Associate, Strategy, at Trellist Marketing | Technology. This article gives a clear overview of why Digital marketers need to stop looking at social media like a new marketing channel and rather as a key part of planning and executing their marketing plans:
“In a client marketing planning meeting late last week at corporate HQ, we discussed Facebook strategy. The question came up on whether it was better to pursue a top-down content strategy when the client said:
“About 50 of our local franchisees have already set up their own Facebook pages.”
For better or worse, digital marketers need to stop looking at social media as simply a new marketing channel. It’s a communications infrastructure that marketers are in charge of R&D for. Corporate presences on Facebook fall flat most of the time because they’re not offering the equivalent of your local branch. Corporate presences are too broad and offer no way for people in the company and people in the local community to connect; though they can offer a hub-like approach to these local presences. But that doesn’t necessarily open the doors to productive communication.
It’s time to look at social media for what it is: the new phone system, but better.
Social media allows marketers to make campaigns personal. Using writing, design, and programming, marketers are able to affect a local one-to-one discourse—introducing consumers to the people at your brand that can help them in a context applies to their needs.
To many, that sounds like a sales channel, which it is. But it’s also eminently savable, trackable, and provides marketers with the rough brush strokes of the perceptions, realities, and time parameters held by your audience. Your content for display, SEO, SEM, creative, and sales efforts are already informed by social media. The question is: are you listening?”
To Michael Leis, we are listening and we hope our readers will too!
Psst…while you’re here, don’t forget to check out our latest “Doings”.