Social Media Marketing: An overview
It’s the billion dollar question: How can brands turn the social networking phenomenon into sales? Kipp takes a look at the opportunities and threats of social media marketing.
November 2, 2010 3:33 by Eva Fernandes
Pushing the boundaries:
But some say that the reason company’s may not find social media marketing as fruitful as they expect is because their social media strategy lacks the focus and innovation that is required of a new medium. What does a good corporate social media marketing team look like?
Intel realized social media marketing is serious business a few years ago, when they created a centre called the Social Media Center of Excellence, which is a resource for strategy, training and monitoring. Intel created a university-like program that has been running for the past few years, educating some 5,000 of Intel’s marketing employees on social media. At the Social Media Center of Excellence, Intel’s team of Facebookers, Tweeters and Bloggers essentially interact with the company’s most treasured clients.
When asked about their Facebook strategy, Ekaterina Walter, a social media strategist at the Center of Excellence, told the Social Media Examiner their status updates are determined by the Facebook newsfeed algorithm. The algorithm, in essence, pays importance to the “amplification effect” by which “friends” are more likely to see the comments or updates of a brand’s page if their friends have seen or engaged with the page. And as only 0.02 percent of news stories end up on a user’s newsfeed, the need to ensure that your brand page’s status updates and posts are being interacted with are extremely pressing. Apart from carefully monitoring engagement spikes, Walter says Intel dedicates a team to generate content specifically for Facebook, they also engage with the community by speaking directly to them and sometimes just out right asking them ‘”what do you want to see on our page?” The kind of candor that might be the source of the researchers’ most accurate information, apparently.