Social Media Marketing and Trends
Doing some research on use of Social media as a communication tool I stumbled upon an article from 2008. The article was called Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media, written by Rosemary Thackeray, Brad L. Neiger, Carl L. Hanson and James F. McKenzie. I have to admit that I was more than surprised. At first I thought that the authors somehow had misused the term social media. Or misunderstood its uses and importance. Then I realized that the key to that mystery had all the time been right next to the title: year of publication 2008.
I was reading with amazement because I realized how much and how fast our world had changed. Back in 2008 only a small percentage of all internet users were users of some kind of social media, predominated by teenagers and young adults (up to 24 year olds). Today social media is not any more a media in the classic sense of the word. It is a part of our lives; it is a part of who we are and how we communicate.
After reading a lot of literature I still think that research is having troubles catching up with the social media reality. Because it has changed our world in a way so that everything happens ever faster and with ever more consumer involvement. And let’s face it – only the time needed to write and publish an article – around 2-3 years for academic articles - will be enough to make it obsolete.
Companies on the other hand cannot allow themselves the luxury of falling behind. That is why advice as this the authors of the mentioned article give – be cautious and research the possibilities of incorporation of new media channels in the communication strategy – is not one to be followed. As Kotler points out in his Marketing bible, it is not any more a world where the strongest survives, it is a world where the fastest survives.
Following trends seems to be a relatively good strategy, however you position yourself willingly as number 2 or number 1000. Instead you need to create your communicative environment. It is already established that corporate communications, marketing and any business activity will be done in close cooperation with consumers – or the company will not exist for long. In practice this means that you need to stop following trends only because the others are doing it. Instead, focus on your consumers, on any other stakeholders you deem important. Research THEM, cooperate with them and facilitate communication channels approved by them. That will be your guarantee for success. On top of the fact that you will establish communication that is maximally beneficial for both sides, you will gain the appreciation of your stakeholders.
An example about why you do not need to worry about upcoming digital miracles or trends is a simple request as the one a Danish fitness chain received on their Facebook page – consumers were asking whether an iPhone app was being planned.
As long as you offer a good product and good service and you manage to engage your consumers they will always turn to you to solve whatever matter there is – from a communication issue to product specifications. Is it really necessary to explain why this is very important?
That is why you need to learn the rules of the game – be perceptive and reactive. Be proactive and helpful. Engage and be engaged. And maybe the most important of rules: whatever you do, do it fast. We are not any more living in times where waiting 4 to 6 weeks for TV shop delivery is OK, is the norm. Waiting is not acceptable. And here come tools as social media giving us the new timeframe for successful communication: now, that minute. Forgetting that risks us our costumers forgetting about us.
We don’t know what will come in the future. And that is okay. The future will most certainly not come without us. Keeping up with today’s pace is all we really can do. It is only a few who are brave enough to dare the future. Some succeed big, most fail. It is up to you which path you choose but being fast is still the rule.
DIDI
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