Original Article by David Nelles
Social media marketing only works when a user gets a real added value through his/her engagement. This means: The interaction with brands in user generated channels must result in a measureable ROI for users, as to achieve successful marketing in this area. Thereby, in his latest post – Tom Smith opts for a change in perspectives regarding this matter. It’s not about the added value of social media for companies but instead it’s more about the added value of big brands’ social media activities for users. Smith derives eight advantages for consumers through social media marketing:
1. Social media can transcend the “black box brand” of the past into a transparent dialog partner. Social media enables user a peek behind the scenes of a brand.
2. Social media differentiates bad products from good ones. Thanks to social media, it’s easier for users to get information about specific products before buying decisions are made.
3. Social media is the perfect channel for customer service. Comcast, Dell and Southwest are few of the best examples. The basic for brands should be to actively present themselves where the target group is, as to always be there for the costumers.
4. Social media allows users to take part in product innovation. The keyword is crowdsourcing for the creation of better products. Tchibo, Dell and Procter & Gamble show how companies can involve consumers in product development.
5. User decides if he/she wants to interact with brands. In classical online marketing, users didn’t have the power of choice to decline massive brand messaging.
6. Social media efforts of big brands are the prerequisites for a free of charge usage of Facebook&Co. However, for a continuous availability and development of social media platforms developers need the money, which would come from a booked and well-planned marketing campaign of big brands.
7. Big companies have interesting stories to be told. Brands like Daimler and Coke do have stories of their own and they certainly offer consumers real added value.
8. Brands in social media are alive through users. One way or another, users’ conversations about brands would take place, regardless of whether brands are choosing to be actively engaged or not.
In the end, it’s quite evident: Social media marketing i.e. active brands in social media offer users a real numerable added value. It starts with transparency through direct customer service and the power of choice, where users can decide for themselves whether they want to be exposed to brand messaging: users benefit obviously from this 2.0 brand communication. This user’s ROI is the key indicator for the success of a brand in user generated media. Brands communication in social media ignites two-way added value, both for users and brands. This applies only, if marketers abide to above mentioned added values. Hence, keywords like transparency and authenticity should be the core focus.