Words Go Further

Social media strategy: an end to campaign thinking

I’d argue that there are some pretty fundamental differences in how you manage the social presence of brands and products. But what they have in common is the need to see it as a long game.

A brand, such as a car maker or computer manufacturer can benefit greatly from the feedback loops which can come from a presence in social media. It’s a long game and needs to be aligned with the market research, product development and general marketing functions within an organisation.

For a product, it’s much more likely to be built around a time-sensitive campaign and will generally be part of a wider marketing push. The objectives will be to directly increase sales through the building of buzz and interest in the product.

And here’s a little chart to illustrate this.

Social media strategy - In it for the long haul

So although the interaction and opportunities may differ greatly, the common element is the need to think long term.

As Denise Morrissey from Toyota says:

“If you are going to engage, you have to have a plan and make sure that resources are available. Because you can’t gracefully exit — once you’re in, you’re in. The days of walking away from a campaign are over — once we engage, we have to commit to it.”

For me, this is a fundamental point. And one that really challenges the way short-term, quick win marketing campaigns are churned out.

What happens if you have 10,000 fans and the money runs out to keep the conversation going. No one wants to be like Disney and close down a thriving community because, well, that campaign is finished. The fact is, they don’t end.

Long Haul misery photo from Rene on Flickr

Tags: Advertising, Brands, marketing, Social Media, strategy