You sometimes hear that social media is be the low-cost, DIY replacement for all those other expensive, time-consuming marketing activities.
That would be lovely, but it's not true. Social media is just another tool that we can use well or unwisely. It's interesting and useful under the right circumstances. It has surprising value in short-lived promotions.
But the biggest benefit of social media comes when you focus on the message, not the medium. It's not enough just to show up. You have to do or say something worth talking about.
The most important thing to remember is that old rules still apply to new media: You have to be where your customers are, deliver value, and use the medium effectively. Do that, and social media can be your friend.
The wide range of possibilities in social marketing—and the potential for very public missteps—can make the subject feel like a minefield.
When one health insurance company wanted to explore whether or not to use social media to market to millennials, they came to us for help in exploring their options.
We put together a strategic plan and a roadmap:
The company took a lot of our suggestions—though, to our disappointment, not the flash mob. Most important, they entered the world of social media with confidence and purpose.