There is no clear cut answer to this online phenomenon. It is all part of a major purchase path for any shopper. As some previous respondents noted, Facebook or other mediums contribute to the dialogue people now want to have with brands. Why do you think more and more companies are adding communities to their web site. Facebook acts as a community as people are sharing information, but it is becoming slightly too “general” or mass market. A few years back, experts were saying TV advertising was becoming just part of the noise consumers see about products, all blurring together. Is Facebook is far behind? The new generation of marketers will engage their loyal consumers and have them contribute to the strength of the brand through Facebook, Google + and through their exclusive communities. But at the end of all this, if you’re shopper hits the store shelf and buys something else, what have you really done? We have to keep our shopper engaged the whole way through, from the beginning when they search on a company’s website, visits Facebook, checks Twitter, hears comments from others and then finally at retail. Lots of places to reach shoppers!
I think this article deserves merit in that it addresses a very important and relevant question: what if you just don’t use facebook or twitter? What then? The issue I see here is that of the great divide between social media users and non social media users. I think that divide will remain in place for quite some time. As facebook users are increasing in number (now at around 500 million worldwide), web users continue to increase as well (now at over 2 billion worldwide). That’s 2 billion potential website visitors against 500 million potential facebook visitors. The decision as to whether marketers should invest their efforts in social media or a company/brand website is still likely a tricky one. The sharp increase in online shopping over the past few years is also likely make that decision more difficult. To put facebook’s growth in perspective to other areas the web, it might be important to note that there were 480 million new email users over the last year – that’s a whole facebook’s worth. It’s obvious there’s lots of activity happening on facebook, but enough to say it’ll quickly become one of the most important places to manage your brand? There’s a chance that still remains to be seen.
What is misleading here is the opening sentence of the article that lumps brand building into the conversation when the context of the discussion seems to be limited to that of social mediums’ effectiveness in impacting sales at the very specific product research phase of the purchase decision cycle.This phase is usually about features, time of delivery, availability, price promotions, etc. All things that impact brand health, but do not define it.
I would suggest that the earlier and later phases of the purchase decision that are impacted by brand health ARE very much impacted by good/bad social media execution and condemning the medium as a poor marketing investment is simply wrong and too broad a statement. As a greater percentage of our population adopts social media into their daily routines, it will quickly become one of the most important places to manage your brand.
Being absent is never a good strategy for improving brand health.
I give no merit to this study. 1,520 consumers? Pishposh. I do agree that the end point (website) you’re leading traffic to has to be above par, but what if you’re not leading them to a website? Facebook can and does work as an end point with users actively looking for and engaging with content. If Facebook appears at the top of a search, why wouldn’t the consumer go there for information? Online purchasing aside, Facebook has what a user needs and the ability to share content with like-minded friends (consumers too) is a benefit even the best websites have yet to master.
Paul Rosa
There is no clear cut answer to this online phenomenon. It is all part of a major purchase path for any shopper. As some previous respondents noted, Facebook or other mediums contribute to the dialogue people now want to have with brands. Why do you think more and more companies are adding communities to their web site. Facebook acts as a community as people are sharing information, but it is becoming slightly too “general” or mass market. A few years back, experts were saying TV advertising was becoming just part of the noise consumers see about products, all blurring together. Is Facebook is far behind? The new generation of marketers will engage their loyal consumers and have them contribute to the strength of the brand through Facebook, Google + and through their exclusive communities. But at the end of all this, if you’re shopper hits the store shelf and buys something else, what have you really done? We have to keep our shopper engaged the whole way through, from the beginning when they search on a company’s website, visits Facebook, checks Twitter, hears comments from others and then finally at retail. Lots of places to reach shoppers!
Tuesday, July 12 @ 6:16 pm |
Rory Kelly
I think this article deserves merit in that it addresses a very important and relevant question: what if you just don’t use facebook or twitter? What then? The issue I see here is that of the great divide between social media users and non social media users. I think that divide will remain in place for quite some time. As facebook users are increasing in number (now at around 500 million worldwide), web users continue to increase as well (now at over 2 billion worldwide). That’s 2 billion potential website visitors against 500 million potential facebook visitors. The decision as to whether marketers should invest their efforts in social media or a company/brand website is still likely a tricky one. The sharp increase in online shopping over the past few years is also likely make that decision more difficult. To put facebook’s growth in perspective to other areas the web, it might be important to note that there were 480 million new email users over the last year – that’s a whole facebook’s worth. It’s obvious there’s lots of activity happening on facebook, but enough to say it’ll quickly become one of the most important places to manage your brand? There’s a chance that still remains to be seen.
Tuesday, July 12 @ 12:20 pm |
Scott Hartley
What is misleading here is the opening sentence of the article that lumps brand building into the conversation when the context of the discussion seems to be limited to that of social mediums’ effectiveness in impacting sales at the very specific product research phase of the purchase decision cycle.This phase is usually about features, time of delivery, availability, price promotions, etc. All things that impact brand health, but do not define it.
I would suggest that the earlier and later phases of the purchase decision that are impacted by brand health ARE very much impacted by good/bad social media execution and condemning the medium as a poor marketing investment is simply wrong and too broad a statement. As a greater percentage of our population adopts social media into their daily routines, it will quickly become one of the most important places to manage your brand.
Being absent is never a good strategy for improving brand health.
Wednesday, July 06 @ 1:23 pm |
Kinga Potrzebowski
Excellent points Scott, am in complete agreement.
Thursday, July 07 @ 2:39 pm
jon nelson
I give no merit to this study. 1,520 consumers? Pishposh. I do agree that the end point (website) you’re leading traffic to has to be above par, but what if you’re not leading them to a website? Facebook can and does work as an end point with users actively looking for and engaging with content. If Facebook appears at the top of a search, why wouldn’t the consumer go there for information? Online purchasing aside, Facebook has what a user needs and the ability to share content with like-minded friends (consumers too) is a benefit even the best websites have yet to master.
Wednesday, July 06 @ 11:54 am |
DAVID MENEAR
sage & savvy advice sir.
Wednesday, July 06 @ 11:45 am |