Social media platforms can be great marketing channels but it does not constitute a marketing strategy. Many brands have tried to that build their whole marketing strategy on social media and very rarely this turn out to be successful.
When used in combination with other marketing channels social media platforms can enhance your marketing efforts. Brands that are successfully making use of integrated marketing strategies are Woolworths and Taj Cape Town. Take a look at their social media profiles:
- Taj Cape Town's Facebook fan page and their Twitter profile
Woolworths and Taj Cape Town are both examples of brands that use social media to connect and engage with fans on a more frequent and intimate basis. The key is to not throw marketing messages at your fans and followers, rather build relationships with them that's when you will see ROI. Through Twitter and more specifically Facebook your brand can have more regular contact with its target market through their news feed. The trick is to provide just enough content to add value and not too much that it comes across as spam.
When creating your marketing strategy for 2011, leave your social media campaign strategy for last. Create and finalise your marketing and promotional strategy and only then go back to see how you can close the marketing loop' through via your social media profiles. Remember, your social media platforms should compliment and enhance your other marketing channels and add value for fans and followers.
About Twenty3Media
Twenty3Media is a Cape Town-based marketing agency specialising in integrated marketing solutions for small businesses. Services include marketing audits, competitor research and analysis and the creation and implementation of marketing strategies.