Take care how you ‘advertise’ in social media
More than any other marketing channel, social media needs strategy and honesty (John Burns)
Facebook – Opportunity or Threat? – Both!!
Facebook has, in many cases, taken the marketing industry by surprise through the number of opportunities it offers, it has been claimed.
Managing director of Cubo Digital Andrew Allen revealed that successful advertising on Facebook cannot be bought, so companies have to be creative about how they keep in touch with the masses. He told UTalkMarketing that many agencies did not see the social media trend coming, leaving them puzzled how best to capitalise on it.
Mr Allen emphasised that brands need to approach Facebook with “honesty and clarity”, otherwise the consequences may be dire. “If your projected image and the reality of your brand doesn’t stack up to a significant section of your audience, then it’s liable that at some point you will have some very public and difficult questions to address and how you deal with them will be key,” the expert explained.
Companies have had to find out about the problems that arise from social media marketing the hard way, he pointed out, with their failures as well as successes on show for everyone to see. Mr Allen highlighted that the likes of Dr Pepper and Wal-Mart have both fallen victim to problems in the social networking sphere and have learnt valuable lessons from their mistakes.
“Facebook has probably got to a critical mass in terms of consumers and advertisers that makes a dramatic shift in popularity difficult to foresee,” the expert predicted.
A report published by research company InSites Consulting shows 72 per cent of internet users are part of at least one social network, which translates to 940 million users worldwide. Globally, Facebook remains the most popular online platform with 51 per cent of internet users accessing the site, followed by MySpace (20 per cent) and Twitter (17 per cent).
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