It’s the first thing I do in the morning. I take it everywhere I go. I can’t imagine a world without it. My name is Jessalyn Estill, and I am addicted to social media.
It turns out I’m not alone. According to ExactTarget, 42 percent of U.S. online consumers (approximately 46 million people) say they use Facebook at least
once a day. Worldwide, Twitter is estimated to have more than
200 million users, a number that is topped by the 490 million visitors worldwide on YouTube
per month. And as of February, there were more than156 million
public blogs.
The increased accessibility of the Internet has ushered us into a new era of connectivity; a world bursting at the seams with self-broadcasters, and a whole new generation of addicts.
Whether you’re an admitted social media addict, or SMA, or in the process of going off grid entirely, the ability to be virtually available at all times has undoubtedly changed our interpersonal relationships and behavior. A recent Retrevo survey reports that 48 percent of respondents check or update their Facebook or Twitter account
after going to bed. And it doesn’t stop once SMAs hit the sack – even our sex lives are being interrupted. The Retrevo study also found that 11 percent of people under age 25 feel it’s OK to interrupt sex to check an electronic message.
It’s difficult to argue social media hasn’t changed the way we interact with one another. But how is it changing consumer relationships with brands? How can a company successfully tap into the hearts and minds of a social media addict?
Recently my dental office asked my boyfriend to be a fan on Facebook. I like my dentist, so I went on my phone and became a fan. Now my mini feed is filled with posts like, “Get ready for Spring with a Brighter Smile! Ask us about Teeth Whitening today!” Exactly what I wanted, right?
It turns out the act of “liking” or fanning a brand on Facebook doesn’t necessarily mean consumers are looking for marketing communications from that brand. In a recent
ExactTarget study, “70 percent of consumers who “fanned” a brand on Facebook didn’t feel they’d given this company permission to market to them.”
Instead, Facebook users see fanning as a personal endorsement, a way of showing their other friends on Facebook which brands and products they like.
What about Twitter? Surely, if I’m following you, it’s because I have an undying loyalty to your product, right? Not necessarily. In a recent FutureLab article, the consultancy sited that 31% of Twitter users follow a company to receive
discounts and promotions.
The truth is, the majority of people follow or like a brand because they think they’ll get something in return: updates on a future product, an exclusive offer, a discount, etc. And yet we know that consumers are more likely to purchase products from brands they follow and like. So how should a company interact with a consumer already connected to the brand?
First and foremost, understand the medium. A recent study by the online advertising network Chitika, identified what users are looking for: “Facebook and Twitter users want news, Digg users have more eclectic taste, and MySpace users want to hear primarily about celebrities and
video games.” Twitter users actually were the largest consumers of news sites at 47 percent, compared to Facebook’s 28 percent. Use this information to establish a brand voice and provide authentic and relevant content. After all, what brand wants to interrupt sex with an irrelevant message?
Second, identify your brand ambassadors, and acknowledge their value. What is the benefit for your fans to share content on your page? Do you have a good relationship with your four-square mayor? Are you rewarding people who retweet?
Finally, make sense of what you’re hoping to achieve- develop a social media strategy that is right for your brand. Any company can increase followers and fans. What do you want to gain? Facing the world of social media without a clear objective is a recipe for disaster: Set some meaningful goals so that you can later evaluate your return on investment.
As our online and offline worlds continue to merge, there’s no question that our relationship with social media will continue to evolve. The bigger question is how brands choose to evolve as well. Now, back to Hootsuite…
