Well… maybe…
With
so many channels and so many tools but no real rules around the do’s or don’ts
– we are still learning how to harness social media and digital marketing to
work in our favour but there are bumps in the road and lessons to be learnt
from other’s online mistakes.
Social
media has given us the ability to share ideas and the tools to connect
worldwide, anytime, anywhere but it is fraught with danger for marketers. If
you get it right then the world is your oyster but if you get it wrong you
could lose everything in an instant! Think loss of brand, reputation,
credibility and potential profit.
Celebrities often get it wrong…
A
good example is Australian Olympic swimmer Stephanie
Rice who made several unsavoury
comments on Twitter which caused the loss of several lucrative endorsements including
luxury car brand Jaguar. The brand simply did not want to be associated with
the negative publicity and withdrew support for Rice. Whilst a public apology
was made, the swimmer’s reputation was ruined overnight and everyone forgot how
great a swimmer she once was due to her indiscretion.
Creating the right message…
Getting
the message right across generational cohorts can be tricky – a Nielsen report
titled “THE
ME GENERATION MEETS GENERATION ME” highlights the
Baby Boomers and the Millennials are in high demand, however messages to these
segments must be carefully and specifically crafted. Adopting suitable language
for all of your segments, and tailoring messages to reach a wide audience is a
highly useful skill and should be nurtured for success. Creative and
informative content will appeal to the masses but you only have 3 seconds to
grab the reader’s attention!
Personally I think the ability to
link multiple social media platforms to draw in consumers from cross border
segments has given companies a greater voice and freedom. Being a leader and
bucking the trends is going to get you noticed however there is a fine line
between fabulous and offensive.
Thinking about this, it makes me wonder – what did we do before
social media?!
Related links – learn more:
Read more about the “me generation” via http://www.nielsen.com/us/en/newswire/2013/the-me-generation-meets-generation-me.html
See Stephanie Rice’s apology comments via http://www.dailytelegraph.com.au/shattered-stephanie-rice-says-sorry-over-homophobic-tweet/story-e6freuy9-1225915930831
Forbes says Social media can damage your
brand see how: http://www.forbes.com/sites/marketshare/2010/05/11/social-media-too-much-can-damage-your-brand/
Credit:
DM channel Image available: http://highcliff-sem.com
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