“Oh great, another platform to update/manage/pay for…”
This was the reaction from a lot of our clients when we started discussing Social Media and the implications for their marketing strategies. For marketing departments already under pressure to reduce costs and increase ROI, new mediums are greeted with as much cynicism as enthusiasm. And rightly so, the hyperbole surrounding Social media marketing and the supposed “transformational” nature of its effects should make anyone suspicious.
Social Media marketing is not a panacea, but it is a powerful marketing platform that can’t be ignored and must be managed efficiently.
For example, we have undertaken work for a recruitment agency who now Facebook post and tweet all new available jobs on their books. An easy win for the recruitment agency and, thanks to a little IT jiggery-pokery, a process that is automated. As soon as a job is listed on their systems it is pushed out across all Social Media, improving visibility, response times and interactivity. This is a direct example of how companies can receive the benefits associated with the immediacy of the medium without majorly impacting on their workload. Some Estate Agents are now doing similar things with property listings.
As ever there is a caveat. With all things digital where there is theoretically infinite space to store information, the temptation is to display everything! The outcome is that encountering so much noise, customers can’t see what is relevant to them and go elsewhere. Some companies’ Facebook page is clearly just a reposting of everything that goes onto the news section of their website. Indiscrimate, irrelevant posts that take no account of the potential reader will lead to people ignoring your Social Media output. Intelligent, targeted postings aimed at subsections of your client market will achieve significant results.
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