I’ve just read The Incite Group’s “State of Social Media 2017”. They focus on corporate social media implementation: how participation is spreading throughout organizations from top to bottom (a good thing) and whether ROI is being tracked (so-so).
But if you’re pondering your corporate media strategy, keep in mind that there’s a bigger world out there than just the social media platforms: LinkedIn, Twitter, Facebook, Pinterest, Instagram, Snapchat, etc. While these ‘pure’ social media tools have undeniable power and reach, you may be missing part of the picture. A few examples, to illustrate:
Take your corporate social media strategy to the consumer
Amazon reaches 183 million Americans every month. But it is more than a selling machine — it’s a huge social media platform. Don’t believe me? Let’s play a little game. Look up “cribs” on Amazon. Scroll down below the product description and start reading the reviews, ratings, recommendations and warnings. Not only can your read reviews and rankings, you can ask a direct question to previous users and get detailed answers. The passionate engagement of the consumer audience is palpable.
If you have a friend who’s a published author who hasn’t begged you to write an Amazon review for them, they aren’t paying attention. And if you’re a heavy reader, you probably already know Amazon bought Goodreads in 2013. As a predictive social tool for publishers, it’s a goldmine, a customizable and personalized algorithm far superior to “others also bought this…”
Corporate social media for tech
Are you in tech? Then you’re on CNet.com all the time. It’s engineering wonk paradise and the expertise of the comments and reviews takes me back to the days of J&R, when you could walk in and have a stereophile talk your ears off for three hours. CNet is so good I was able to buy my husband a pair of Grado headphones as a surprise. He couldn’t believe I’d made such a good choice without consulting him. So why wouldn’t you include this as part of your corporate social media plan?
Likewise, boats.com is the go-to for anyone who is in the market for a new boat or just wants to be. Their authored reviews are a must-read for understanding the experience of ownership. Sure you can find leads on Facebook or target coastal executives after they’ve gotten their end of year bonus, but why wait?
Why target by demo when you can target by passion?
Demographics aren’t dead if you have a broad-appeal product or a new category you’re introducing. After all you have to start somewhere. But as a great read from AdAge on Behaviors, Emotions and Moments points out, you can use consumer hunger for information and reassurance to to your benefit. You know consumers want to know everything they can before they buy. They are looking and listening If your corporate social media policy is only paying attention to the standard social media platforms you may be missing your most passionate audience.