One of the many mis-conceptions of social media is that it’s best used as a sales and marketing vehicle. While social media can be used for those purposes, it offers a broad range of benefits to brand managers and advertisers.
I’ve worked with some of the world’s largest brands on a number of social and digital media campaigns. Here are some of the top things they look for:
- Targeted reach: With the web, targeted reach is very much possible. Thanks to Google AdSense and Facebook, it’s possible to reach a very specific audience. The same applies to social media marketing. Only want to reach people between the age of 18-24 on their birthday? No problem.
- Measured return: Every business requires a return-on-investment — monetary or not. To ensure an accurate return-on-investment, it’s essential to have adequate tracking systems that very clearly track the goal and the process used to achieve that goal.
- Engagement: This factor has increased considerably over the past few years. Consumers want to engage with your brand. This is no longer a 1-way street. Similarly, brand marketers know this and they want to see active engagement and user interaction with the brand.
The above is not only true for social media, but is also very relevant for all types of advertising and marketing efforts that various brands undertake.
