10 Golden Rules Of Using Social Media Effectively

Posted: June 21, 2011 in Brand management, Marketing, Social Media
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Eileen Campbell, Global CEO of Millward Brown, which has determined “10 golden rules of using social media effectively” with a research on social media, warns the brands that are only interested in increasing the number of their fans. “It is not important how many fans they have, but it is important how much they communicate with their fans.”

No doubt that social media and interactive marketing are very effective tools in today’s fast-moving world. Henceforward, many brands all over the world play their trump cards in the platforms such as Facebook and Twitter, which are the ones of the most effective mediums of social media. Well, about what should brands be careful while managing their social media accounts?

Yesterday, I read an interesting article about 10 golden rules of using social media effectively in Marketing Türkiye, which is a very popular magazine in Turkey and now I want to share some important points and those rules.

After the research “Value of a Fan” conducted by Millward Brown and evaluating the brands using social media in the eye of consumers, they reached some consequences such as required attitudes to establish successful, long-term relationships with consumers and key performance indicators. Moreover, “10 golden rules of using social media effectively” was determined. Speaking in a panel in Turkey, Global Ceo of Millward Brown Eileen Campbell emphasized that social media is not a subject that will be outdated and added that brands as a corporation should be just like friends with the consumers while using social media.

Many brands regard social media as being made up of only Facebook. Although there are millions of users sharing and watching videos on YouTube, most of the time the thing brands want to do in social media is to increase the number of their fans. Within this line, Campbell said that “It is not important how many fans they have, but it is important how much they communicate with their fans. More important thing is fans’ sharing about the brand on their walls. It becomes meaningful whenever fans themselves share the things shared by the brand. When everything about the brand such as a new product launch, a new campaign, awards is shared, it implies that brands reach their fans properly. Also, brands should be ready to respond to consumers.”

As Eileen Campbell put into the words, brands’ expectations increase correspondingly while the importance of social media is increasing. Sharing contents about brands’ promotions on social media is an important factor in terms of taking automatic activation and seeing consumers’ reaction instantly. But it is a prima facie evidence that what brands want to do is to provide a long-term loyalty of consumers. Meanwhile, Campbell thinks that new trends will be incorporated to current trends such as promotion practices, surprise events and guests through social media especially in location-based social media networks.

Let’s look at 10 Golden Rules!

1.      Don’t copy your home page to social media: Consumers want to see and hear new things from brands, not the information and the subjects again discussed on your website. This doesn’t attract social media users’ attention.

2.      First listen, then talk: Create a dialogue. The one of the most important expectations of users is to talk to brands face-to-face. Users want brands to listen to them.

3.      If you become open and honest, you build trust: Transparency in social media has a key role for brands and is the most important factor to build trust. Social media users think that brands hide behind the rules and brand policies instead of accepting their mistakes and shortcomings.

4.      Choose a representative to your brand for social media: Get a face for your brand. Sometimes, brands are damaged in social media since they are not a person who responds to consumers. This prevents many consumers from getting in touch with the brand in social media.

5.      Offer a valuable thing: Consumers are more inclined to respond to concrete things offered nonreciprocally by brands. Although discounts, gift coupons are the most common practices of brands in social media, they might lead to mistrust. Information about new products coming from inside, exclusive shopping and contents attract consumers more.

6.      Content should accord with the users: Users want to see a content that is compatible with their lives, interests and needs. In social media, consumers become more critical and feel that their personal spaces are violated.

7.      Talk to users like friends not like an entity: Users want their brands to talk to them in a simple and daily language. They don’t like technical language or seller speech.

8.      Give users the right to control to some extent: Brands should renounce some of the control they have during the years to work effectively and get used to the fact that they cannot impose what they want to convey. Brands which accept the contribution from the users and insert this to the content will be more effective in managing communication.

9.      Let consumers reach you: Consumers don’t want brands to convey their message by “shouting”. Perception is that brands in social media use “intrusive” and “annoying” advertisement.

10.  Let users speak on your behalf: As consumers defend brands, brands gain more reputation. Instead of acting sales-orientedly, brands should incorporate their consumers to their communication and lead consumers to establish a relationship.

After all, it seems that brands should learn to use effectively current tools of social media before competing for new trends of social media which is ever-improving in today’s fast-moving world.

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