Brian Feener

Social media (or social networking) can provide the same benefits and present the same risks as any other marketing initiative. In the same way that a telemarketer or television commercial can present a message and provide a call to action, social media is simply another arena to communicate an idea. Whether that idea is specific to a campaign, promotes the organization’s core values, or whose purpose is organizational awareness, the central idea is the key component to any social media venture.

Social media is unique from many other forms of marketing because it allows for unfiltered, self-perpetuating customer responses to the messaging. Those customers often are tied to the success and failure of the products, whether it is by emotional, financial, professional, or other means. Many times, the responses are written with candor, humor, or additional insight, engaging other readers and responses.

Give-and-take between the content provider and the content consumer, whether monitored, filtered, or otherwise, is what drives social media. Otherwise, it is simply another web-page.

There are two keys to always remember about the messaging.

1. Consistent and relevant messaging are the vital to realizing return on investment. Erratic posting schedules, off-topic banter, inconsistent messaging, and other ills will almost surely guarantee that the programming with not be successful. Furthermore, adhering to consistent and relevant messaging will not guarantee returns.
2. Social media will not fix a weak marketing message. Social media is not a “purple pill.” Giving a campaign the aspects of social media will not guarantee returns.

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