Social media marketing is the new buzz around. Everyone is talking about it but not everyone is sure of the efficacy of this medium. There are quite a few recent happenings that highlights the effectiveness of social media and further clarifies that its a must for every marketer to indulge into it in the new digital age where web is getting more and more sophisticated, new networking tools are emerging and consumers are communicating using these tools.
When noted columnist, Jeff Jarvis was not happy with the Dell computer he bought, he wrote a blog and the groundswell thus created lead to the image destruction for Dell brand. The same groundswell generated during recent US election during Obama campaign helped him in his victorious journey.
Corporates are also effectively utilizing the social media campaigns to generate leads and then prospects into customers. TIBCO Software's "Greg the architect" campaign on youtube has been a recent hit. The video can be watched on the site - http://www.gregthearchitect.com/episode_off_the_grid.html
The Blendtec mixer grinders - "Will it Blend ?" video campaign has been another huge success with around 4 million hits. The Blendtec sales have thus plummeted even though its priced at a premium as compared to a normal mixer grinder and the advertisements costs of this social media marketing has been negligible.
Moreover, its no wonder if the Farmville game on facebook which has gained a lot of popularity recently, could be used by some companies to promote their brand.
The point to be noted is that why some campaigns generates the buzz while other fails ? When we closely examine the different campaigns, it could be easily understood that there are certain factors which should be there in a social media campaign for it to be successful:
1. Quality & Originality of content
2. Activity on campaign platform (some action should go on regularly)
3. Initial networking to promote the campaign
Social media is not just to have presence on facebook and twitter but its a marketing strategy which encompasses utilization of all the web tools with a focused approach. I will discuss on these strategies in next blog.
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