Today, social media has also turned into a news-giving and reputation management center, in addition to its other aspects. In this article, we will make an IN & OUT comparison to evaluate the changing trends and perceptions in social media marketing.
Social media is not just social media . Social media is also at the center of processes such as communication, media, marketing, PR and sales and even purchasing . Considering all these, it would not be a wrong or incomplete description for social media to be an e-commerce platform in its own right. In fact, I think it would be a proper action to put social media at the center of e-commerce. But it doesn't end there. Social media, in addition to its other aspects, is also a news-giving and reputation management center. This shows that trends in social media marketing or social media communication need to be reinterpreted.
Social Media as a News Receiving and Giving Space
Social media has really become a place of receiving and giving news. The popular social network Twitter has been in the "news" category instead of the "social network" category for the last few years in application markets. This genius is a good example to understand the transformation of social media.
Yes, social media has become a news-giving center. For example, I follow the agenda on social media. So that; It has been a few years since I bought a newspaper or magazine for home or work.
Why should I? I already have everything on my phone. I read all the newspapers, all the headlines, all the breaking news via my phone / computer. I'm not even reading. I am listening and watching at the same time .
In short, breaking news, content about the meaning and importance of the day, live broadcasts, special news files, etc. everything is transferred to both digital channels and social media instantly.
That's why I always make a statement that Facebook is the world's largest television, radio, newspaper, magazine, blog and news center. By the way, I've reiterated that. Of course, this ascription is not unique to Facebook. Channels such as Twitter and Instagram also have a mission and power…
Social Media as a Trade Area
What I have mentioned so far is the first dimension of the work. On the other hand, I would like to convey that social media was originally a portal where talented people and corporate brands used the "things" they produced (content, products, services, ideas, etc.) for " marketing " and "sales " purposes.
Basically , the focus of social media is communication. However, as I mentioned at the beginning of the article, social media is one of the rare concepts that works seamlessly and coordinated with other elements of integrated marketing. That's why social media is of great importance in the advancement strategies needed by classic retailers and brands starting e-commerce. In summary, social media also has an aspect that we can describe as a "trade area".
Be Careful to Use Social Media Correctly
Social media is so versatile and has a structure that provides maximum efficiency when used well. While this is the case, I don't quite understand why they use social media for different purposes. A madman throws a stone into the well, then everyone follows him. Nobody cares about the logic, timing, audience or chance of the action taken.
There is no such thing as a practice or so-called strategy that will always work, once tried and accidentally succeeded. Because statistically, in order for a behavior, strategy, or plan to be called a success, it must have been tried many times and yielded similar results to a large extent (95%+) .
There is a good saying that exceptions do not break the rule. But as I just mentioned, please pay attention to the rules, not the exceptions, in social media communication, marketing or strategy. In short, be careful to use social media correctly!
OUT in Social Media Marketing
Now I want to talk about 2 main old trends that have been used for social media marketing for a long time but have been OUT. Yes I know. We started in reverse. Normally the INs are mentioned first. But I'll start by describing the OUTs.
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In fact, the two tactics that everyone often mentions but that the majority insists on applying and that have somehow become a trend are as follows;
We will now make a detailed assessment of these two elements.
So let's get started without wasting time!
The Hashtag Effect
The small area (TT Chart), which entered our lives with Twitter and where the current country and world agenda is determined, has long ceased to be "IN" for marketing strategies . But brands don't know about it. Because some people who occupy seats as “brand managers” think that social media marketing is being TT using bot accounts for 500 liras on Twitter.
However, being on the agenda for 1 hour, 10 hours or even a day on Twitter is not as extra as it used to be. In short, you'd better look for new ways to raise awareness because the hashtag effect has long since gone OUT.
It was once quite effective. Because it was organic. Meaningful words were chosen. It was important that it was done at the busiest time of the day, not randomly. Now, with the help of the software, you can be on the agenda in 3-4 minutes. Moreover, for very small fees…
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A hashtag work that lacks a strategy, is aimless, randomly chosen, or has been randomly constructed does more harm than good to the brand, product or person . Because people are tired of artificial hashtags / agendas.
That's why it attracts people's reaction no matter what brand (with the exception of sponsored hashtags) in that column (TT Chart / TT List) . In other words, when the brand is trying to make eyebrows, it makes an eye out. Or we can say that by behaving in this way, the brand is causing trouble for itself.
Case study
The hashtag once made for a very famous artist was blacklisted by Twitter, so even with the help of software, the word was not included in the hashtag list. When hopes were lost and the artist and the agency clashed, that hashtag became TT. And the next day, the newspapers talked about that artist being on Twitter. Yes, the hashtag that Twitter had marked as harmful because of the use of software was dropped from the blacklist a few hours later and entered the agenda. Moreover, she had not come down from the TT (trend topic) list during the night. As a result, thousands of pounds of PR was achieved with a simple hashtag. But remember, the cat does not always eat rice. Also, not to mention the issues such as stress and loss of reputation throughout the process … Although it seemed like it turned out well, it was actually a grueling experience for the artist.
Again, a technology-oriented brand that is a candidate to become an important player in international competition recently reached our agency by stating that it wants to be TT. However, we did not undertake the project with the thought that a TT study carried out through software, not sponsored, would harm both the brand and the product.
Yes, sponsored advertising on Twitter, being on the agenda is a serious cost. But you don't have to be TT to be on the agenda. Maximum conversions can be achieved with a better-designed strategy and minimum cost. Here we came back to the same place; strategy…
What we do without strategy is useless. Actions without strategy are always missing a part. This demoralizes both the agency and the brand.
Fishing Rod News (Clickbait)
The problem of "clickbait", that is, "fishing news", which is the scourge of almost all social networks, especially Facebook, is a bigger problem with each passing day.
Social media is also trying to find a permanent solution to the problem of fishing news that makes users tired. Most recently, Facebook set a goal of “ fixing Facebook ” in 2018. The focus of this goal is a cleaner Facebook . Google also rolled up its sleeves for an action. Accordingly, Google is preparing to impose deterrent sanctions against fraudulent content and deceptive actions.
By the way, I think that what is clickbait should be explained briefly. fishing rod news; It can be summarized as a “headline unrelated to the content” prepared to direct the reader / user to another platform. In other words , in fishing news, there is a difference between what is promised and what is delivered . A lot of news sites affiliated with the mainstream media that have a certain reputation that we trust so much do this.
For example, “The world-famous artist died horribly.” You see a news like this, but when you read the content, you come across a singer who is not well known even in his own country.
Facebook Seeks Solution
Facebook is working hard to fix this problem. For the ultimate solution, it reduced the organic display of the posts on the pages to 10% – 15%. Thus, the pages had to give sponsored advertisements to reach the target audience. With money involved, the pages focused on gaining a permanent audience instead of getting traffic with fake content. In fact, the situation has become such that as of January 2015, Facebook blows the whistle that gives the money, so to speak .
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Although it is thought that the clickbait method is generally used by online news sites, digital magazines, blogs and content portals, e-commerce sites have also started to use the fishing news tactic. I don't know which expert(!) gave this tactic, but many e-commerce companies apply it persistently. However, when the consumer who is taken to the site with false promises at the first moment realizes that he has been deceived, he does not make the same mistake for the second time. Therefore, a negative impression about the brand arises when the customer has no need in mind.
Let me give an example to keep the subject in mind; A man who forgot to buy flowers for his lover on February 14th is more likely to reconcile with his lover than the rate of making that consumer love him again. Although it may seem very cruel, I think this example is useful to understand the issue.
IN in Social Media Marketing
Among the social media marketing methods, there are two methods that I have not changed for anything.
- Recommendation Method
- Sponsored Advertising Method
Recommendation Method
For the "recommendation method" ; Social media phenomena active in channels such as Twitter, Youtube and Instagram , phenomenon fan pages with millions of members on Facebook, bloggers, dictionary writers should be used. All these should be handled by a professional social media & digital PR specialist or digital branding agency on behalf of the brand, not the brand itself. Because the purpose of the brand is not to collect back, but to produce a project or service.
Sponsored Advertising Method
The second, that is, "ponsored advertising method ", is already on the name. In this method, the brand; It aims to direct its target audience by giving sponsored advertisements on social media platforms such as Facebook, Twitter, Instagram, Youtube. The important thing in sponsored advertisements where age, gender, city, occupation, personal tastes, metrics, targeting and categorization are used, is the use of images and texts that outweigh the awareness and benefit.
In conclusion…
We tried to explain the dos and don'ts of social media marketing. Of course, it is possible to make a wider range of evaluations about social media marketing. What is important here, or rather what I want to tell you, is that the brand should always aim for the best in the benefit-quality curve.
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Traditional methods are always valuable. However, remember that "value" does not mean anything by itself in the economic system we are in. Therefore, it is imperative that you implement new generation methods that will nurture the "values" you have.
In the ever-evolving virtual world (social media), where millions or even billions of transactions take place every 60 seconds, maybe it doesn't detract from your value; but it prevents you from being a more valuable brand in the eyes of the consumer. I think there is nothing more dangerous for a brand than that.
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