Posted: Feb 14, 2013 7:33 PM by Katie Stukey - MTN News
Businesses are establishing more of a social presence in the online world, but not always in the most effective manner.
Jennifer Fritz of The Wendt Agency said, "I think consumers today just expect real time marketing."
Gone are the days of relying on others to sell your product; today, it's in your own hands.
Fritz says 60% of companies have already made the leap into social media, but only 12% feel that it's a worthwhile investment.
Fritz explained, "In order to have an effective media strategy you have to have goals and objectives in place."
She recommends creating a calendar for the next two or three months; decide when you'll post, what you'll post, who's responsible, and how to follow up and address complaints.
The inexperienced are often quick to delete complaints, but consumers see through it, says Fritz: "It's going to reflect as them being non-transparent. They're not being honest with their customers and so it can almost form more of a negative opinion."
If your business is strong enough , Fritz says the naysayers will be quickly outnumbered: "(It's) cool sometimes how followers will rally behind you and come to the business' defense, so it's almost like you build this community of brand followers which are there to defend you."
The words community and social are key, especially when you have an exact outline of your marketing plan.
Fritz said, "It's very important for your content to be organic and authentic."
That means, in the midst of promoting your products or pushing your brand, throw in a post about the weather or a community event to blend in to the social atmosphere.
Just like product placement in the movies, it's a sneaky way of keeping your name out there..
Fritz said, "Most recently, Facebook has introduced what they call sponsored stories where companies can actually post a comment in a newsfeed that will then be fed to all the followers in their newsfeed so it doesn't necessarily look like an advertisement on the side of the page. It's more just content that's being delivered to their account."
Sneaky or not, on this platform, consumers will likely buy it.
Then the real marketing takes on a life of its own.
Fritz said, "It's not just the business pushing the marketing message out, it's this whole community of people embracing your brand and trying to help sell it."