When I walk along the streets, I can’t help noticing the overload of information attacking my brain. I automatically developed my own defense system: ignore it all! It makes my walk less stressful, but must drive the marketeers responsible for those campaigns to despair. New ways of promoting their products or services had to be found. The ideal opportunity came along with the trend of social networking sites. The popularity of those websites with a focus on connecting people, urged for a new kind of marketing. Clever business men gradually developed a successful strategy designed for campaigning on the internet; they call it ‘social media marketing’.
Social media marketing campaigns focus on online communities, blogs, review sites, etc. In other words, they focus on websites where individuals can display their opinions. The campaigns open up the dialogue between the company and the customer, which leads to a closer connection between both and to a higher customer loyalty rate. Some companies even work on starting up their own social network site, like Burberry with its ‘Art of the Trench’ website which is supposed to be launched soon.
As an aspiring management team of a social platform, it is important to realize that these marketeers will want to try out their strategies on our website. Though it is our task to create an inspiring space for the individual surfer, making room for social media marketing can lead to something positive as well. If the campaign does not limit or disturb the customer’s social experience on the net, it can be a useful tool with benefits for all three parties (customer, company and the website management team).
Sources:
http://www.frankwatching.com/archive/2009/02/20/succes-op-sociale-media-met-een-uitgekiende-social-media-strategie/
http://www.dutchcowboys.nl/socialmedia/17960
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