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Social Media Marketing: An overview

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

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.

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  1. Sydney Shore on November 4, 2010 4:27 am

    It really depends on how you use it, it’s not just about creating accounts on various channels, but how do you use it for your brand. Social media needs a personal touch, and an interactive relationship between the audience and brand is just a stepping stone to its various effects.

  2. Khalid Dalil on November 21, 2010 5:50 pm

    Regardless of size, entities must be able to assess their Social Media environment in order to predict strategies and shape success. Social Media intelligence is much more than knowing what people are doing or saying about your brands, products or campaigns, it is the translation of that knowledge into practical application.
    Bottom line get social to keep an eye on your digital environment

  3. Social Media on May 17, 2011 11:24 pm

    Hey i’m in the Uk, What a great post reagarding social media marketing this can be. Many thanks for this tends to can be found in helpful.


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