Guiding Your Social Media Message

Contrary to what you might think, social media isn’t about widgets, blogs or fan pages. True social media occurs when someone talks up (or down) one particular brand, makes public comments about a certain brand (like on Twitter or Facebook), repeats part of a TV commercial or adds their review of a product they bought onto a website.

In each situation, people are engaged with either the brand or each other, and these are all forms of social media too. Whether a company wants to create a social media campaign that starts a buzz about their brand or people spontaneously and publicly begin chatting up a brand—for better or worse, THAT is social media.

Many companies have rejected social media as a form of marketing because they don’t want to loose control of their marketing message. They’re afraid of what their brand message might become as the public repeats it and adds in their own commentary and opinion.

Defining what that brand experience is to the customer isn't the responsibility or even the right of the marketer. It’s up to their customers. The more important the brand is to them, and the more they identify with it determines their purchase decision, loyalty, and whether they feel strongly enough to become an advocate for you brand.

By utilizing tactics where you can control the message — such as TV, print magazines, direct mail and radio, and combining it with the influence and reach of Social Media, marketers can guide the message instead of control it. Marketers remain in control of crafting the strategy and executing the “official” version of the message; all of which sets the stage for customers to base their opinions on—opinions they may choose to share.

Marketers are finding that integrating traditional marketing with social media encourages their audience to not only talk to the brand, but also with each another, creating buzz, and amplifying the marketing message. . As markets continue to fragment, an integrating marketing strategy, tactics and mediums is quickly becoming an absolutely essential method focus efforts gain greater marketing success.

By: Elektrik Ink

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To learn more about integrated marketing read our blog, "Advertising Today" at www.elektrik.com/blog, or for more information on managing social media messages, go to www.elektrik.com or follow @Mrktgeek on Twitter. Elektrik Ink is a full service advertising and marketing agency blending traditional media, online marketing, social media and brand design into a comprehensive and successful brand strategy.