Going Mad for Social Media Strategy – 2 Ways Social Media Differs From Traditional Campaigns
In a few weeks, the Madison Avenue gang of merry swindlers, partiers, and philanderers will once again grace television screens in the series Mad Men. Protagonist Don Draper is famous (or infamous) for delivering platitudes on human nature. One of his most frequently quoted lines is: “Advertising is based on one thing: happiness.”
It’s doubtful that happiness is at the core of the social media movement. It’s more likely that engagement –and the implied acceptance that comes with it—is at the heart of its popularity. As a result, despite some similarities, today’s social media strategy is in many ways different than the advertising strategies of days of yore. Here are just two of the differences:
- Brands exercise less control over the message. In fact, according to Rena Bernstein at SocialMediaToday, this is one of the reasons why some companies continue to shun this platform. After all, even if your company blog publishes a controlled and consistent message, you can’t control a hundred replies that skewer your new product.
It’s all true, and for some managers, that loss of control is a scary proposition. However, as Bernstein also notes, brands still have control over official versions of their message, which helps shape the perceptions that customers share with others.
The truth is that customers are going to talk about your brand anyway—it benefits you to be there to help shape and move along the conversation.
- Social media allows consumers to tap into a trusted information source: other consumers. Anyone who’s ventured into advertising knows that consumers flat out don’t trust traditional radio, print, and TV advertisements. In fact, a 2009 Forrester survey found that consumers would trust a stranger’s advice online more than the content of a conventional ad.
The analysts at Forrester say that marketers can build trust by utilizing a consumer-centric approach—and there aren’t any platforms today more consumer-centric than social media.
Okay, so maybe the days of Don Draper are long past. And while some of us might mourn the demise of the three-martini lunch, there’s no need to mourn the paradigm shift that’s happening in the way brands interact with customers. It’s an exciting time to be a brand. So what are you waiting for? Create an online listening and social media strategy that will put some of that Draper swagger into your step—contact the team at Social Strategy1.