Business information written specifically for newspaper advertising departments

Using Social Media to Build Advertising

These conversations are happening so fast that it may seem a bit daunting to keep up, but it’s necessary that companies monitor their online image and create their advertising based upon it.

It’s no secret that social media is changing the way companies brand themselves and how consumers receive and respond to those brands. In the past 10 years, social networks, including, but not limited to, Facebook and Twitter, have put marketing through a complete metamorphosis. While companies used to only be able to present themselves and their products through a few, select vessels (i.e., newspapers, television and radio), now they have the expansive and never-ending Internet to deal with. Now everyone with an Internet browser has a voice — anyone can post a blog or comment either shouting their praises or screaming their dissatisfaction with a brand. These conversations are happening so fast that it may seem a bit daunting to keep up, but it’s necessary that companies monitor their online image and create their advertising based upon it.

Of course, some fundamental marketing principles will always remain. In order to successfully market your brand and products, you must figure out what consumers love (or hate) about them and make them desirable purchases for consumers. In order to do this, with social media or not, companies need to understand who their customers are, what they want, meet their needs and then build a trust between customer and brand. Social media has not eliminated these rules, but it has changed how brands receive and learn this information.

Social media and the Internet at large allow consumers to instantaneously find opinions and reviews on their products and then compare them to their competitors. They have the option to share these conversations with a select group of friends, or to anyone on the Internet that is willing to stop and listen. It is important for your sales reps to tell their clients that these voices do not go unheard — they stick with brands and construct their public reputation.

Consumers are holding companies accountable for their products and promises by way of social media posts and shares. Therefore, it’s important that your clients stop and listen to what’s being said about them online. Not only that, but it’s also crucial that you help your clients build their advertising based on what’s being said about them on social networks.

Social media allows for companies to gather analytics and data based upon what is being said and who is saying it. Consequently, targeting demographics based on things like age and gender are now too broad and abstract. With the rise of social media, companies can build profiles on consumers based on what they share online. The consumer is breaking free of groups and demographics and creating an individual identity, and they are demanding that your company take notice of it and construct marketing based upon it. Therefore, it’s time to take this very individualized information to create advertising campaigns.

Social media isn’t eliminating the need for traditional advertising; it’s offering a new way to inform it. Take advantage of that. If ignored, you’re only contributing to the demise of newspaper advertising.