The beginning of the week and another ‘Marmite Monday’ (get it? You either love it or hate it!).
We all know that familiar feeling; waking up at OMG-o’clock in the morning to only realise that the milk’s almost finished and that you’re running late…again! But it was whilst I was undergoing my daily trek into work and trying, but failing, to avoid the school run that I glanced to the bus advertisement beside me.
“Follow Reading Buses on Twitter”, it read, which got me thinking- are companies really making the most of using social media channels when it comes to marketing? Or are they just simply jumping on the digital band wagon and hoping it leads to Innovation Town, Cool-Ville?
Since the introduction of the “World Wide Web” in 1989 (thank you Sir Tim Berners-Lee!), modern day social media and networks have dominated the information superhighway. Although initially intended to be a way to stay in touch with family and friends, social media has evolved into so much more. Now, it is not only the heart of the digital social scene, but also a platform that allows companies to connect and engage with the global masses.
But are companies using social media to their advantage?
Well, honestly- for the most part, yes. Although there are 71% of businesses who are hesitant to use social media channels, there is still a significant amount of companies using it confidently and effectively. In fact, some companies even have a social media strategy guide to make sure that they’re…well, being social! From ASOS’s constant offer ambush on ‘Twitter’, Tesco’s offering Clubcard points for consumer stories to Samsung’s cheeky viral videos about “you know who”. Big brands have taken to web 3.0 like the colour blue to social media logos (no really, have a look! Surely I can’t be the only one who’s noticed that blue seems to be a very popular colour in social media). So as well as using social networks to market to consumers, companies have also been able to push sales, increase traffic, drive down costs and gain an insight into their audience. All this from using the relevant social media platforms – brilliant!
Not forgetting, of course, the B2B benefits of delving into the realms of social networking when it comes to business-sy stuff like recruiting. In fact, 93% of companies use ‘LinkedIn’ to recruit potential candidates but beware; ‘LinkedIn’ is NOT a jobsite and perhaps using a job board along with other social media activity could help support an ad. Especially as 66% of recruiters are using ‘Facebook’ to recruit and 50% opting to advertise jobs via ‘Twitter’.
So, Reading Buses may have had the right idea in using something that is easy to communicate to their target audience. After all, they are likely to be on the phone playing ‘Candy Crush’ whilst waiting for the next bus to peer around the corner. But be warned- avoid purely putting all marketing and communication efforts into one social channel or just going for the latest social site. Keep it relevant to stay relevant – it couldn’t be more simple!