How A Brand Should Use Social Media
It has been a point of debate, research and discussions among marketers since Internet became a powerful media in India
. Still there is no hard and fast rule to market a brand on social networks. Lot of companies have undertaken various innovative ideas to engage with customers through creative designs, interactive messages, games, apps, and quizzes; but one question still lies here that how worthwhile those strategies were?
In my experience, I have seen that social nature of people is very different from companys assumption. People on Facebook or Twitter, like to build network, wants to see their friends activity. It is really difficult for a brand to connect with a person with lucrative offer or promotional campaigns.
There are a few simple and sweet strategy which I feel can be helpful for a brand to try on social networks like Facebook, Twitter etc.
Give your brand a personality
It is very important to portrait your brand as human. Probably this is the most important stage of branding strategy because the whole marketing communication depends on how customers perceive your brand in their mind.
From digital standpoint, you would have noticed that people like to be friend of a person. So if your brand fails to represents as human it can never connect with people.
Encourage them to seek help
This is also a very important point to focus on. Often, brands forget to maintain a helping attitude on social networks and star flooding customers with offers and promotions. This spoils the faith of a customer and irritates them, which finally leads into ignoring you on his/ her network. Not to mention, they can even delete you.
A brand should always focus on building an image of a helping friend. It is not only necessary for the service provider but also for the companies who deals with tangible products. This is simple give n take policy, if you help your customer throughout, they will listen to you when you want.
Tell them what they want to hear
I asked for moon, they are offering me sunResearch proved that brand loyalty is highly dependable on communication. Often you will meet a person who switched his brand due to wrong communication from the brand.
For brands, using social media in the wrong way can have a negative impact on relationships. Around 44 percent of social shoppers said they had stopped interacting with brands on Facebook due to lack of relevant or valuable posts.
A few basic points to remember when you are designing your communication strategy
Devote 70% of your focus on studying your customers (or fan base of your media platform). You need to be 100% sure about their likes, dislikes, interest, hobbies and needs.
Make individual personas of your customer and integrate these findings with your product research
Make two three types of messages to test the response. You can make one generalized message for larger part of your audience and different targeted messages for other niche categories.
The online shopping pattern of Indian consumer has seen a paradigm shift over last 3 4 years. Research said that 42 percent of social shoppers are using
Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals and 46 percent of shoppers have increased engagement on review sites and forums.
Thus, it is quite evident that you plan your strategy well in advance before you hit the online platform. I just tried to jot down a few necessary basic points, please do add more whatever you feel is must-have for the companies to adopt in
digital marketingby: Jayaraj Menon
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