In this week’s readings and videos we learned that being a successful marketer goes beyond how many “likes” or “Friends” your business has. We’ve talked a lot about knowing your audience/publics, but do you know your customers’ “digital selves”? As referenced in this Mashable article is your company tying together the signals your consumers are sending? If not, you’re probably missing the boat on conversations and getting the most return on investment (ROI). At my organization, we’ve come to the conclusion it’s better to be part of the conversation, rather than ignore what people are saying about us. Since we’re a healthcare organization, referrals (personal and through social media) are a huge way we can measure ROI. A few months back I shared this Mashable article with my department, which proves more and more people are looking to social media to make healthcare-related choices, and they are trusting what they see and read on social media. It’s been a big reason, we’ve started making social media an integral part of our marketing strategy.
I thought it was also interesting to learn in this Mashable article that most companies launch social media campaigns without specific goals. Like any marketing campaign there has to be a reason you’re doing it, right? It should be no different on social media. You need a clear goal and you need to define what would be a success. Have you worked on a social media campaign? Did you feel like you had clear goals? Was the campaign a success? Why or why not?
It was interesting to read about social media’s access to public opinion and public sentiment in Effects of the Recession on Public Mood in the UK, but I wasn’t really surprised by the conclusions. It makes sense that with real-time social networking, such as Twitter, people will react honestly to events happening around them. That’s the great thing about social media, we can voice our opinions as soon as we hear about something. I’m sure if the data have been collected here in the US, the results would have been similar. When something negative is announced about the government (positive or negative) many people react via Twitter. Most recently the scandal involving the IRS comes to mind.
The Marketing Blueprint video was very informative, but George Gill needs to lay off the caffeine! What energy! But seriously, I do agree with his initial statement that businesses, small or large, need to measure everything when it comes to consumers. His formula make sense to me as well. Companies need to measure the quality of a source, measure the volume from that source, and manage content so it meets expectations in order to have high conversion rates. Companies can’t just make rash decisions when it comes to marketing plans. Having data to back up a decision or change in strategy will ultimately help you learn from mistakes or strive for bigger goals. What did you think of Gill’s marketing blueprint? Does it make sense for what you would want to achieve as a marketing specialist?
As we learned this week and as Facebook says”It’s complicated” when it comes to social analytics and there is not magic bullet, but at least we now have a large amount or available resources to be educated and successful marketers.