In chapter 2 of Secrets of Social Media Marketing,
the author presents a section called "Not Right for Every Job." In
this section, Gillin illustrates, using a chart, uses for appropriate
social media tools and then goes on to discuss different communication styles
to conduct different types of business (i.e. by using branding, direct
marketing, etc). Knowing the different approaches to the public, concerning
both social media and communication styles, will help when targeting different
demographics of customers and, hopefully, help the business expand its
networks.
The biggest thing I took away from this chapter was talked
about on page 36. Gillin said,
“Think of social media as an evolution of the company suggestion box, only the
suggestions are now contributed to the public.” This statement weighs heavily on the communication field,
which is what I am looking to go in.
Companies need to learn to use the Internet to their advantage when
creating and selling products. Customers are the people who actually use the
company’s products, so therefore their opinion should matter the most. If customers are freely writing their
opinions or complaints about products, companies should jump on the opportunity
to enhance not only their product, but also their company name.
Also in Secrets of Social Media Marketing, chapter 6 talks more in depth about different
social media sites and how they are characterized based on their categories and
commonalities. The book talks about how each social network has similar, but also
different features that reach out and grab consumers. These unique features are
what marketers are using to engage the public. The chart that is presented on
page 102 is interesting because it shows primary reasons as to why people have
joined a social networking site.
This survey is an important factor to consider for companies creating
and utilizing social networks to promote their businesses.
In Howard’s Design to
Thrive, chapter one first discusses the differences between online
communities and social networks.
The differences were found to be primarily relating to the individual
that was a part of the social network or the online community.
Howard then discussed the four
core principles for a long-term successful online communities and social networks. These principles are referred to by the
acronym RIBS (R- remuneration, I- influence, B-belonging, S- significance).
These components all work together to create a strong interior for the online
communities and serve to help the users feel like they are contributing to and
are a part of something bigger than themselves, or that they will receive
something in response to their contributions.
Great! Thanks for letting me pick on you.
ReplyDeleteI think the point you make on the company suggestion box is really important. Customers are going to post online about a company’s products or service regardless if the company is involved or not, so it’s in the company’s best interest to be involved. Social media sites are ideal for collecting opinions, feedback, and complaints. Instead of sitting by idly while customers discuss their products, a company can become involved in a positive way and build relationships with them. I think Gillin mentions an example where Nikon became involved with several Nikon groups on Flickr. Nikon ended up giving away sixteen cameras to Flickr users and built a website to show off their work. The result was a win-win for both Nikon and the Flickr users. Nikon enhanced its brand image by reaching out to this community, and the customers were able to showcase their photos on a scale larger than what they would have been able to do before. Other companies should take note of this strategy.
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