I was having a conversation about social media campaigns with a buddy of mine, who is not as 'interactive' as I like to think I am. Basically, he was asking me what the purpose of doing all of 'this social media stuff' was. He wanted to know why he should spend any of his valuable resources, time, and $$.
I explained to him that it all depends, of course. What was it that he was trying to do? He asked me, 'What do you mean, what am I trying to do?"
Like a lot of people out 'there' he was under the assumption that social media is an end unto itself. This thing that we are calling social media is just one (or many) channels available to reaching customers. And that like all marketing campaigns that would use any channel, two things that you have to understand are what are the goals for the campaign, and based on those goals, what channels are the best for reaching the customers.
Basically, what are you trying to do, and who are you trying to do it to. Based on those, go and find those people.
So before embarking on any social media campaign, truly understand is it a branding campaign, is it direct response, or maybe even customer service. By understanding what you are trying to accomplish, you will make the appropriate decisions about what social media platforms you use, and how you use them.
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social media, purpose of social media campaigns
Thursday, January 8, 2009
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