Recently I seen a number of videos online from a Marketing professor, challenging the method and its overall effectiveness within the marketing mix. So I have decided to challenge that statement, by analysing and presenting exactly why it can be useful for some brands.
Firstly, social media marketing is using social media sites such as Facebook and Instagram to promote a product or service. The argument is, the top 10 brands in Australia have little to no interaction from consumers on their social media accounts. So we are going to identify why that is.
Take a look at this table below of Australia’s largest companies and see what you notice.
First thing that comes to my mind, is the areas these companies are operating in which are finance and mining. Now with that in mind, how could these brands be creating content that is somewhat appealing or provides value to a customer? To me these brands aren’t relevant to a consumer especially when trying to influence a customer to buy a product or service.
This is Westpac banks latest upload on Instagram (HOW EXCITING, NOT!!!)
How does this photo create any of the four types of customer values?
- Functional value
- Experiential value
- Symbolic value
- Cost value
The big picture here is, these companies are the largest due to other avenues of business. The use of social media for such companies isn’t warranted or useful as they aren’t connecting with their consumers in a beneficial or interesting way.
The main purpose for social media is to engage with friends, share content and research/ find products. Now if a company doesn’t provide any mean for a consumer to do this on their social media, of course it’s not going to add any value. As you can see above, the majority of the top 10 provide an everyday service in in sectors that don’t excite people.
We will now take a look at company who does create value and engaging content for their consumers and look at the difference.
(Below is an Instagram post from Sephora a make-up brand, advertising a product. Have a look at the number of likes for instance.)
I think the evidence speaks for itself, brands that can offer content and value for their customers are obviously going to have social media engagement. Whereas brands that don’t, no matter how big or small they are wont achieve the same results. Utilising social media in accordance with your target market can be a very successful mean of marketing.
Another point, just because people are interacting with your posts, it doesn’t actually mean they haven’t seen them. That initial post could be the foundation for further research online and definitely improves the ability for a customer to recall that brand which is a main goal for most marketers as you can see below!!
Here is a video by Gary Vaynerchuk, explaining how social media marketing works and the strategies for success.
Where do you stand on the topic? I think it is ignorant to say that social media is a waste of time for marketers, if it done so effectively.
THANKS FOR READING, I HOPE YOU HAVE ENJOYED THIS WEEKS BLOG!!
Brandon's Marketblog 
Thanks for the read! I think people who say social media marketing is a waste of time don’t know how to utilise it properly! Having a business and not having social media platforms is restricting your business from reaching new target audiences or from being able to engage. It is so important to take advantage of social media!
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