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Social Media

Social media has opened so many doors for new opportunities, which it is why at Transformation, we focus a good portion of our efforts on developing our clients’ social media accounts. Social media plays a key role in a company’s marketing strategy and can even enhance the communication with their customers. The following explains why we think your company needs to focus on social media as a marketing strategy.

Communication on social media is immediate, which allows for better relationships with customers and more customer satisfaction. When people are angry and upset, have a problem, or when they need answers to their questions, they want to be helped immediately. They don’t want to wait on the phone lines to speak with a customer service representative, or wait 24 hours for their email to be read, sorted, and responded to. One of the most convenient elements of social media is its immediacy. The moment a post is made on your Facebook wall or a post mentioning your brand, you are notified right away and can take action. If you are able to respond within minutes of the post, your customers will be that much more satisfied. This is especially effective for customers dealing with a problem that has time constraints, such as a flight delay. This can, however, cause problems if a company is not prepared to answer the question it’s been presented.

Advertisements on social media allow targeting and retargeting, which is one of the reasons social media is so convenient. It is highly customizable and can be altered to target a range of demographics. For example, some ads allow you to target users by things like location, education level, work field and even search history. Any given social media website is able to see your information and can show ads specific to you as a person in hopes of reaching you.

Social media gives consumers the opportunity to share feedback regarding their experiences. Often you see a Facebook friend posting about a restaurant they recently ate at and their experience. This creates great buzz for businesses because word travels so fast through social media. This can also be a negative for a company if the opposite occurs and someone posts negative comments regarding their experience. This still allows for quick feedback, and the company can make changes as they see fit based on the input they receive from social media.

It is important to be in communication with consumers and customers and working to give them the best experience possible. Through social media, companies are able to receive feedback, communicate immediately, target their specific audience, troubleshoot problems, and so much more; just a few of the many reasons we find social media so important here.

myspace

Ah, Myspace. Just the name makes me nostalgic. But seriously, let’s go back about 10 years to the beginning of what would become an earth-shattering digital phenomenon…social networking (dun dun dun). Myspace was a social media pioneer, if not the social media pioneer. Despite being virtually nonexistent at this point, Myspace paved the way for many modern social platforms. We can look at what worked, what didn’t, implications for the future, and most importantly, what our old friend Tom is up to these days. 

tomfrommyspace-1

Myspace launched in 2004 and was acquired by News Corporation just a year later for $580 million. From 2005 to 2008, Myspace was the largest social networking site in the world. In June 2006, it surpassed Google as the most-visited site in the United States.

For those of you who don’t know or frankly just don’t remember, Myspace incorporated a few key features. Users had a profile that included photos, a biography section, a music player, and customizable graphics. Users could post “bulletins” that showed up on the bulletin boards of friends, post comments, and eventually utilize an instant messaging component. I feel compelled to mention the “Top Friends” feature, in which members were able to list their friends in a pecking order of who they seemingly liked most that week (always second best, I’m looking at you Nicole from eighth grade). Myspace was also huge for the music scene and functioned as a self-serving advertising platform for those seeking publicity.

After 2008, Myspace began to dwindle. At its peak, the website was valued at $12 billion but sold for just $35 million in 2011. So, what went wrong and caused Myspace to fizzle?

  • It didn’t adapt. Myspace was created with a target user audience of 13-18 year-olds in mind. As this demographic began to outgrow their high school mindsets of parties and punk rock bands, Myspace failed to appeal to their more adult interests and lifestyles.
  • Poor design. The look of Myspace was unappealing, crowded, and rarely updated.
  • Money hungry. Myspace felt pressure to drive revenue as other startups emerged and its focus became all about money. In 2006, Myspace did a deal with Google and basically doubled the amount of advertisements on the site. Pages were congested with ads, many of which promoted adult websites and featured sexually suggestive photos. Obscenity and an apparent lack of care for its users drastically tarnished the website’s reputation.
  • Rebrand. In 2011, Myspace rebranded itself as a “social entertainment destination” rather than a social networking website. Loyal users felt betrayed and viewed Myspace as a sellout.
  • Competition. Facebook operated alongside Myspace from the beginning. Facebook capitalized on Myspace’s mistakes and focused on a clean, user-friendly layout, constant innovation, relevant content that appealed to all ages, and a genuine concern for its users.

Myspace had a good run, but like anything else, its time had come. Facebook currently dominates the social networking scene, but who’s to say that won’t change in the next few years? The media landscape changes every day and it’s hard to predict what we’ll ‘like’ tomorrow. Oh, and I did a little research. Myspace founder Tom Anderson isn’t living in his car or flipping burgers at this point????he’s alive and well and traveling the world with the small fortune he made from Myspace. But remember, not all social media stories have a happy ending. Watch out Mark Zuckerberg, you could be next!

Graduation cap and diploma

 

Who needs a boring Communications degree when you can now major in Facebook and Twitter?  Several colleges across the United States now offer social media programs in which students study the elements and application of social platforms in a business setting.  This may seem like a waste of time or just plain silly, because who doesn’t know how to use Facebook, right?  In reality, social media is a complicated web of content and strategy, and even four years may not be enough time to learn how to successfully use social media to make money.

To be clear, these new social media programs don’t include classes like Facebook 110 or Instagram Filters 203.  Most programs include a mix of marketing, design, production, and an emphasis on social media courses that cover all the bases of digital communication.  Newberry College in South Carolina’s curriculum includes courses like SOM 101: Introduction to Social Media and SOM 301: Social Publishing Platforms.  These courses teach students how to alter and implement traditional branding techniques into social network platforms.

Still not convinced? Seventy-five percent of internet users are active on at least one social media site and 66 percent of companies believe social media is core to their business.  It’s projected that in 2017, over $35 billion, yes billion, will be spent on social media marketing. (Lepage, 2015)  Companies aren’t paying that kind of money to have any old schmuck control its social media ventures. They want people who know the the social space inside and out.  There’s a multitude of career opportunities in social media, too−I’d be shocked to discover a marketing agency that doesn’t have a department specifically for social.  Just ask Julia, our Social Media Coordinator here at Transformation.  She spends 40 hours a week managing the social media sites of our clients, and I bet if you asked her, she’d tell you she wishes she could’ve majored in social networking in college.

For good or bad, social media has taken over a portion of our lives and isn’t going away any time in the near future. It only makes sense that educational institutions are capitalizing on the rise of social and giving students opportunities to make a career out of it. Like marketing in its entirety, social media changes every day and it takes an expert to continually connect social trends to revenue. Getting paid to tweet is a very real-life thing, but not without a greater understanding of social networking than the average Facebook user.

 

Source:

https://blog.hootsuite.com/social-media-advertising-stats/

brand

 

Snapchat began as a simple photo-sharing app, but has evolved into a major social platform in the past two years.  With over 100 million active users daily, Snapchat is no longer just a way to send disappearing selfies to your friends, but a noteworthy player in marketing communications and brand strategy.  Marketers use Snapchat to reach audiences in a few different ways:

  • Maintaining a Snapchat Account. This is the simplest way to market via Snapchat. Many companies have their own Snapchat account and will send pictures directly to followers or to their “Story,” which is an archived narrative of pictures and videos that can be re-watched for 24 hours.
  • Snapchat Discover. Discover is a platform in which several well-known brands manage channels that create and release a few minutes of content each day. This content usually includes creative videos and graphics, articles that are accessed by simply swiping upwards, memes, and various others. Discover allows big-name brands to promote an enhanced version of their Snapchat accounts (for a hefty fee, of course).
  • Geofilters. Geofilters are graphics that can be added on top of a Snapchat and are available based on location. Most major cities have their own Snapchat geofilter that features the name of the city, but now brands can create their own and pay to have them available to Snapchat users in desired areas.

 

marchblog

http://248am.com/mark/design/design-a-kuwait-geofilter-for-snapchat

More than 60 percent of Americans aged 13-34 use Snapchat, but don’t think that means that your brand has to too.  When used correctly, Snapchat can enhance brand image and engagement, but when used incorrectly, can be detrimental and a waste of money.  Snapchat is an intimate, real-time way to reach consumers.  It’s personal and very mobile-friendly, which is important as mobile marketing continues to dominate.

 

On the other hand, Snapchat is still relatively new and is almost completely ineffective for reaching older generations.  Additionally, it’s not enough for a brand to merely exist on Snapchat.  The account must be maintained and updated regularly (very regularly, because Stories expire in 24 hours), which can be costly and time consuming.  For some brands, Snapchat can be just another platform producing mediocre content and eating marketing dollars that would be more wisely spent elsewhere.

 

Snapchat is the newest, hottest way to get messages out to audiences, but is it right for your business?  Let the experts at Transformation help you to make that decision and use Snapchat in the most effective way for your company!