Integrating Social Media into marketing strategy

Social media marketing is a form of internet marketing that utilises popular social networking sites to create a brand presence, extend its identity, and communicate actively with consumers. Often incorporated into a company’s integrated marketing campaign, social media and viral marketing have seen major growth over the past few years, with figures showing over twice as many small businesses adopting social media into their marketing campaigns in the last year or so.

So why are so many companies jumping on the bandwagon? Because, compared to other marketing techniques, the barrier to entry for social media marketing is very small. Creating accounts and pages is essentially a free way of communicating directly with consumers, meaning that the main cost required is the time and effort necessary for the general upkeep of these accounts to keep people interested. This interaction with customers serves as a relatively low-cost platform to increase brand awareness over an extended period.

Though social media is not only a cheap option, it has also in some cases proved to be very effective, with some brands achieving enormous success. Old Spice, for example, achieved a grand following last year with their hugely successful and hilariously funny viral campaign advertising their “odour-scented body wash” on YouTube. But it’s not just brand marketing; social media has even been used to “market” politicians. During the 2008 US presidential elections, Barack Obama was able to mass a following on Facebook and Twitter, with a large social media presence.

Sounds great, right? But remember, social media isn’t the be-all and end-all; it’s a single tool amongst many, and one that must be used with care. When carried out poorly, a social networking campaign can damage a company’s reputation. It has to be handled slightly differently from traditional marketing; you are no longer just talking to consumers. Here you are communicating and interacting with consumers directly; they don’t like to be spammed with plain marketing drivel; social media requires a softer touch, perhaps in a less formal manner and with more personality.

But don’t let that worry you; when used well, social media can be a powerful tool in your advertising arsenal and one worth incorporating into your marketing strategy.