Importance of Social Media Campaigns

Article In Focus.

"Mountain Dew Dewmocracy: 5 Elements of Successful Use of Social Media" written by Merriam Associates outlines the following guidelines for social media campaigns:

1) Social Media Needs to Be On Brand:
2) Social Media Takes Planning and Investment:
3) Social Media Is About the Conversation:
4) Social Media Is Integrated with Other Marketing Communications:
5) [Social Media must be] Genuine:

Social Media developed into a key marketing component long before this article was posted in October 2010. Businesses need to keep a critical eye on their social media efforts and, like any other marketing program, keep it in line with their brand and target market.

Keeping track of a company's Facebook, Twitter, LinkedIn, and/or other social media outlets is a full time job. Companies will find it is more profitable to hire a Social Media Director in addition to their current Communications Manager(s). Merriam's Element number 3, "Social Media is about the conversation," reveals that social media needs to be a back and forth between the consumer and the business. Consumers, with the ability to actively participate, want to communicate and interact with the brands they trust.

Interaction with consumers builds trust and brand loyalty among consumers. Before the Industrial Revolution, consumers trusted the stores within their town or neighborhood because they had a rapport with the owners. Following the Industrial Revolution when products were imported into towns by trains, consumers trusted the brands that they saw advertised. The advertisements guaranteed that the products were of a certain measure. For instance, consumers trusted household goods that promised to make women's household chores easier.

Now, companies are able to converse with consumers over social media; inviting consumers to participate with and contribute to their brands, ask questions, provide feedback and offer suggestions. Yet, some businesses are still not taking advantage of this quality line of communication.

While poor execution of a marketing or advertising campaign reflects negatively on a brand, so does a lackluster social media campaign. If your company puts up a digital store front, or social media page, it needs to be open for business and maintained. That means answering consumers questions, interacting with them, or providing lines for customers to participate in your brand or service.

Utilizing social media is inexpensive and should be treated with the same level of execution as other facets of marketing and media programs.