No doubt, companies believe that Social Media is at the lowest cost while comparing to other methods of online marketing. However, companies are confused and worry about
How to manage social media effectively in order to achieve the result that they desire? (Since they do not have that experience ……SMM is still a new method of marketing)
What they are thinking……………
- Get involved in SM, which requires regular monitoring and engagement in the community and sharing of valuable information with public
- · SM is about developing trust and respect within the community rather than it is a channel for sales promotion only
- · The efforts of SM are a long term strategy, not a quick solution and the results are not as tangible as traditional media, how to evaluate it?
I am thinking …why don’t companies find an agency to manage and monitor its SM? Therefore, I search online….Great!!! Some agencies provide its services and I am surprised that lots of companies have used that service already, e.g. 3M….VISA…..HSBC…..DELL……
If you were marketer and were not confident to manage the SM, would you find an agency for help? Why?
Happy to hear your opinions.
I think from an integrated marketing communications perspective the use of one agency for all advertising and promotion is generally recommended.
ReplyDeleteIt's all about money! I think that it depends on the resources that you have as a Company...Companies such as 3M, VISA, HSBC, and Dell are big companies that have more money to manage their marketing strategies. So, they can contract Social Media agencies to do that job if they need help.
ReplyDeleteAnd there's another approach that I have seen quite frequently... organisations hire an "intern" to look after their social media. I think the logic goes along the lines of: "This is a young, cool uni student who understands Facebook, therefore he/she will be able to do it. And it will save us money at the same time."
ReplyDeleteVery dangerous thinking! What sort of problems may be created here?
I think the best way to manage WOM is to improve your service quality. It is the most essential point to maintain positive corporate image. Any action against negative feedback, no matter the agency announces, removes or blocks, the audience won't accpet such result. Agency could help to manage the atmosphere, but I don't think it will help much.
ReplyDeleteGreat answer Terry. Deliver the service and WOM will do its thing!
ReplyDeleteAgencies are great, and I would imagine large companies that have the cash will use agencies, because the agencies probably already do the other marketing activities, and therefore integration will be easier and done all at once. As a growing business considering spending the money on agencies to manage SM, my view is that it could very well be worth their while.
Ross
Yes I would find an agency for help as they have experience and expertise for the social media.Social media has a huge number of potential customers for firms which they could not ignore it.
ReplyDeleteThanks for all comments.
ReplyDeleteI believe that SM can be a powerful tool but it can be dangerous tool also. It depends on how the marketers use it. Moreover, I agree with Wags that companies overlook the importance of SM, if they cannot manage SM well, it would bring negative effects....brand, negative WOM, out of control.......Although SM is free for everyone to use it, company needs resources to manage and monitor the SM as well as part of the plan.