September 23, 2013
Whether a consumer-facing brand, or a business-to-business service, firms and organizations are embracing (some reluctantly) the need for keeping a finger on the pulse of what is being said in social media. While some may choose to see it as a spectator sport and choose to monitor rather than participate, other companies and organizations have jumped into the game with personal- and company-branded Facebook pages and Twitter handles and have seen the benefits that social’s more personal engagement can bring.
Social media as a marketing tool
With an authentic look into the thoughts, interests and opinions of consumer and business audiences, social media provides an efficient advertising platform to target consumers based on interests. After creating a social media presence, advertise on Facebook and Twitter to build up a fan base and expand your company’s Internet footprint beyond the corporate website. Kellen has employed social media marketing for many clients, including three in the food and nutrition space – National Pasta Association, Calorie Control Council and National Pecan Shellers Association – and significantly increased the base of fans (likes) and followers while encouraging engagement and sharing of recipes, nutrition and health tips. For instance, after only six months with client NPA’s Pasta Fits campaign, Kellen expanded a targeted consumer base to more than 57,000 fans on Facebook and 31,000 followers on Twitter. And since social drives website traffic, Facebook has now become the third biggest source of visitors to PastaFits.org. – Liam Copeland
Social media as an opinion influencer
When negative news breaks with headlines that may be harmful to your company or industry, be prepared. While many consumers turn to Google when they have questions about what they’ve heard, some sources say half of the time people get their news first from social media. When you build social platforms and earn follower bases, you now have immediate access these audiences to balance the conversation (in addition to reaching consumers via news generation, wire releases, website postings and search engine advertising). In addition to running Google Adwords ads in search, be prepared with promoted posts in Facebook and Twitter to point consumers to your side of the story. Want to balance what is being said in LinkedIn about your company’s latest performance? Post to groups and advertise to influentials, via targeted advertising based on industry, job title and function, company size and more. – Stan Samples – Google
Social media as an educational platform
In addition to posting links in social media to your latest blog post or website page explaining a concept, look to video to help explain concepts and product benefits in an entertaining way. For client European Window Film Association, Kellen Europe developed an animated video that brought the big picture home on energy use and demonstrated window films benefits for energy (and cost) conservation. As a public affairs effort, it helped position the client within the energy efficiency debate in Brussels. – Raquel Ponte Costa