Being Social: Better Than Free Advertising
The success of any brand strongly depends on how well people familiarise with it. An average consumer comes across hundreds of advertisements each day through different forms of media including television, radio, newspapers and many internet websites. However, the ones that appeal to someone’s needs, interests, imagination, thinking, behavior, and/or lifestyle tend to be the most effective in terms on gaining new customers. At the end of the day, an individual remembers only few advertisements out of the major chunk that he comes across on that particular day. Although the International Geological Congress (IGC) does not have a particular product to sell, the IGC are still in the business of promoting the conference where social media strategies will be equally effective.
There are several businesses that consider social media as an expense rather than an investment. Conventional firms often stick to the traditional advertising vehicles and are reluctant to use social media tools, which is not a desirable move today. No doubt traditional mediums are important, but the growing significance of social media just cannot be ignored. It needs to be included while designing an integrated marketing plan.
As an added measure of effectiveness on a broader scale, it would be beneficial for the IGC to create social media profiles on a variety of networks including Facebook, Twitter, LinkedIn. Currently Twitter averages 50 million tweets per day, which is evidence of society’s ability to effectively use this micro-blogging tool. The diagram below shows the effect and stages of social media, from initiating brand awareness to the brand becoming popular.
Even if a follower/friend doesn’t currently use the brand, or in IGC‘s case, have an interest in Geological Science, scanning it every day on Twitter or Facebook simply reminds the viewer that it exists. This could eventually prove valuable if/when that individual or someone he/she knows happens to be looking for such a community. As the IGC is targeting a very niche demographic, it is in their best interest to promote on as many networks as possible to ensure the greatest spread of interest.
Similar companies to the IGC that have already implemented the social media strategy discussed in this post include the DEMO Conference and the JavaOne Conference. The JavaOne Conference Facebook Page has been quite successful with over 10,000 ‘likes’ and 198 have ‘talked about this’ on Facebook. Looking through past posts, the JavaOne Conference Facebook page is updated at least 3 times a day to ensure the brand’s consistency and integrity.
However, If a company is struggling to generate consumer interest, Facebook Adverts is a tool advertising outlet as the company can specifically target any demographic. People can be targeted by their location, gender, interests (what other pages/companies they like), relationship status, language, education and work history.
The below video highlights the power that social media has on a enterprise, which is full of amazing facts!