Can you tame the social media shrew? (source of image)
Social media is a lot like fire. It is a good servant but a bad master.
As a content and social media marketing consultant, my job involves studying how people behave on social media and what brands can do to add value to online communities.
Changi Airport’s successful efforts in newsjacking following Joseph Schooling’s Olympic Win (courtesy of Changi Airport Facebook Page)
Joseph Schooling’s historic win in the Rio 2016 Olympics kicked off a wave of media publicity.
It also resulted in multiple brands riding on the brand-wagon, with some brands doing better than others.
Ben McConnell and Jackie Huba has created the 4 Fs of citizen marketers. This is an elegant idea which distills some of the types of bloggers and new media activists you find in the blogosphere.
The 4 Fs are:
1) Filters
I came across this fascinating post from Marketing Sherpa about how one can use both blogging and video logs (or vlogs) to generate word-of-mouth interest. While the subject matter is about golfing equipment and apparel, the same principles can be applied across other “experience-rich” businesses. They include sports retail, travel agencies, leisure attractions (especially zoos and theme parks), restaurants, and maybe even museums.
Everyone’s talking about all of the things you can do with online video — and why not? Once production completes and the clips are on your site, it’s essentially a 24/7 downloadable TV commercial.
But the space is becoming more competitive, and marketers will have to find ways to cut through the video clutter sooner rather than later as the medium matures.
See how one golf-club manufacturer used original programming in a blog and in merchandising to build their email database from scratch.
It would be great if Singapore businesses can explore leveraging on the power of youtube, Yahoo! video and other such channels.
As a marcoms professional, I often fall into the stereotype of thinking of customers as “targets”, “demographic groups” and “segments”.
Ad men and women are especially prone to this, and an entire discipline – media planning – was hatched with the sole purpose of cornering prospects every which way they go. We want to make sure that our entire arsenal of Weapons of Mass Distraction (also WMD) are trained to hit as many vict….sorry customers as possible.