Scrolling through my personal Facebook feed, I’m amazed at how it’s evolved from a revolutionizing tech fad to an almost-essential component of our daily lives.
Back before smartphones, Facebook was simply a way to snoop on collegiate coeds.
Today, it’s an online hub providing community updates, national news, weekly specials, career tips, budget-friendly recipes, and endless baby pics. Facebook, and other popular social platforms, have replaced many of the former mediums people used to relate.
As a marketing consultant, I’m often called upon to revive a “dead” social presence.
You know the type – seemingly endless product promo posts:
Such spammy “socializing” is a surefire way to kill your organization’s social buzz.
Revamping these type of social media “duds” often require client education, ensuring all involved team members understand the objectives and requirements of a strong social presence.
Here’s a hint: It’s not posting five times a day about how consumers should buy your product or service.
Far too many communications and marketing professionals have adopted the erroneous ideology that social media is a just another communication medium for advertisement purposes – lumping this 21st-century tech platform in the same a category as billboards, newspaper ads, 30-second radio spots, and infomercials.
Driven by digital conversion analytics and panicked by the sheer volume of social noise encountered on today’s world wide web, it’s easy for today’s content managers to overlook the true role social media plays in our society (and hence, missing the opportunity to make sales); however, social media is more than a communication medium – it’s a relational tool.
Not just another commercialized outlet for product promo.
No just another advertising opportunity or place for PR pitch.
Not just another communication vehicle.
What started as an online platform exclusively available to those with an .edu e-mail address, has evolved into one of the most influential relational tools of the 21st century. Today’s consumers use social media to relate to one another – not just shop or sift through information (we have Google Shopping and Amazon for that).
Smart organizations recognize the immense influence today’s brands can have with their target market via social media “socializing”. By focusing their digital marketing efforts on engaging the consumer vs. bombarding them with a steady stream of commercialized information, organizations can reap the exponential benefits of truly relating to their social followers, like brand loyalty, consumer rapport, shared content, organizational ambassadors, and repeat sales.
About Hannah Becker:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.