Why Social Media is Challenging Traditional Marketing
Social media has changed and challenged traditional marketing. Before social media, customers only engagement with companies was buying and/or wearing their products. But now, customers can tweet, post, like, pin, digg and tumble about your product. It raises some serious questions if a business doesn't have a social presence. But why does that matter?
Here are 3 reasons why social media is important to your brand.
- Customers want to engage with your brand. There is at least one person who loves what your company does. Social media now provides that person a platform to interact with your brand in a whole new way. Customer engagement helps build your brand reputation. Here's an example from this last week when customers lashed out at after Amy's Bakery melt down, damaging their brand.
- Companies can no longer just rely on organic website traffic, they must take into account social media to foster direct referrals. When customers interact and engage with your brand online it makes your company the expert. In turn, Google's algorithms rank your page higher in their search results (SEO). Social networks are now topping the lists for site referrals. SEO strategies are becoming increasingly more socially oriented.
- Branding is how your product or company is viewed by everyone else. The groundswell of angry against Abercrombie & Fitch generated by this video is a perfect example. Abercrombie doesn't make clothes for plus-sized people, because they are catering to specific audience. Yes it's shallow, but that's their target market. They don't want plus-sized people wearing their clothes. They want their brand to representative of young, attractive, skinny people who have money. Social media allowed complete strangers to take action against Abercrombie & Fitch and drastically hurt the company's reputation.
Social media is here to stay (at least for now). Social is discovering what's possible for customer interaction and engagement with products and brands. It empowers the customer to share the love or anger with friends and, in return, allows the company to listen what consumers are saying in real time.
Do you think social media is a threat to traditional marketing?