Are you just aimlessly posting or are you working to drive brand preference in your social marketing efforts?
Let’s be clear. The objective of social marketing is to create brand preference such that when individuals are ready to make a purchase decision in the brand’s category, they repeatedly prefer your brand. Brand preference can be measured by a Social Brand Index that considers awareness, consideration, loyalty, and advocacy. (Note – I developed and use the Social Brand Index when working with brand clients.) Social marketing success is measured by the degree of brand preference you capture. You need to “Know What Successful Social Media Looks Like” before you start your social strategy, plan, execution, and collection of data.
So if you are responsible for your brands social presence, recognize that each posting is a small opportunity to create brand preference. Many can come up with a cute or humorous post, but how many can pull together a social presence that:
1) creates continuous brand preference, and
2) integrates across all other company activities?
Let’s take these one at a time. First, what does it mean to create brand preference via social marketing? It means that
• every posting,
• all the listening on brand social platforms and elsewhere in the digital space,
• every piece of content production,
• every digital conversation, and
• all promotion opportunities
are aimed at
• influencing positive brand perception,
• brand loyalty,
• brand love, and
• growing word of mouth marketing for the brand.
How many social effort areas are truly choreographed to accomplishing this? While social marketing posts must by timely and spontaneous (real-time marketing), opportunistic content and postings must still be aimed at achieving and deepening brand preference. Before you post something, simply run a litmus test … Ask, “Is this post aimed at further creation of obtaining brand preference?” This is what I mean when asking what the difference is between social postings and creating brand preference.
But the social marketing effort is not done there. It must be integrated with all other company areas that affect and touch the target audience … That would most likely be the entire company. Remember, the job of social marketing is creating brand preference. Thus, social marketers must collaborate with direct marketers (advertisement, promotions, PR, email, event, SEO, display, etc.), executive branches, customer service, and all other support services. The collaborative nature with other functional areas in the company must be give and take. That is, social marketers must deliver target audience information and perception to the company as a whole as a function of social listening. Social marketers must also capture activities (plans, strategy, stories, programs, thought leadership, etc.) from the extended company functional groups that should be shared to the target audience to help shape brand preference.
Far too often, brands take on social marketing because they think it is a must for their business without understanding what the objective should be and how to measure the results. From a strategic perspective, this means developing a plan, activities, and metrics that will yield true brand preference. From a tactical perspective this means stopping for 5 seconds before posting to ask, “Is this post incrementally helping to yield brand preference.”
Brand preference is established by having (at a minimum) a satisfactory product/service, but that offering is then supported by unwavering commitment to the buyer. Social media is a prime opportunity to demonstrate target audience commitment. In social marketing, the commitment shown by production of superior content (valuable information and/or entertaining media), listening and taking action on applicable posts on a variety of platforms, and engaging in conversation with socially active users (especially influencers).
What are you doing in your social marketing activities to create brand preference?
Make It Happen,