Social Media Marketing: Pros and Cons

Precious lives saved, corrupt policemen exposed and corporate malfeasance unearthed. Lynching’s going viral, nationwide protesters united behind hashtags and new products discussed without the brand managers input.

So much for social media and it's ever widening reach in Nigeria. This has happened in tandem with the democratization of access to ever cheaper data plans on even the most mid range of mobile devices

For the marketer, this digital seismic shift has opened a pathway, nay a firm crevice into that most elusive part of the "target market": their proclivity to be influenced.

The old media forms were losing their hold, their time tested ability to sow our seeds of influence. The old media was on the ropes, grasping for air but mercifully new media is here to bail it out. With radio stations conducting visual interviews via “hangouts” and TV stations live streaming tweets as they happen…it is clear the times they are a changing.

EXPLORING THE PROs FOR MARKETERS

The ability to influence the thoughts and actions of large groups is the "Pro" we would pay a kings ransom to preserve as marketers. For most marketers, the A.I.D.A framework for influencing behavior change remains a rallying schematic.

Awareness, Interest, Desire and Action lend themselves to the social media landscape in a fast changing digital world. Recruiting influencers on social media has become a key task that is only tempered by matching the right influencer to the campaign at hand. Choosing the right influencers on Twitter, Facebook, and Instagram greatly fast tracks the success of awareness creation, interest development and stimulation of desire to purchase our brands and patronize our services.

For those with a limited vision on how far ranging social media can be deployed, they tend to use it only for the first 3 legs of the A.I.D.A framework. 

Taking action via Social media (usually purchase decisions) has been slow to catch on but there are many “outliers” in the Nigerian sphere. A strong commendation must go to a brand like GTBank that has created an application that allows users set up a bank account and transact business from within the Facebook environment.

We now have the robustness of “brick and mortar” businesses like Vitafoam that not only allow you select mattress types on their website but also pay for it online. To boot you can also verify “authenticity” of a purchased mattress via an SMS platform. 

This trend cannot be ignored as “Action” is what most marketers get rewarded for. Revenues are assured when the tools you deploy for marketing result in customers who take action. Getting marketing budgets approved for social media campaigns are another trend characterizing much of budget defenses.

Only few marketing directors give Social Media budgets the true focus they deserve. For those who are bullish on it, the rewards have been massive. You gain first mover advantage within your industry if you know what you’re doing.  

THE “CONs” REAR THEIR HEAD

In the old days, (pre-social media) there were very few opportunities for individuals to engage brands and get their attention. It was a “broadcast” relationship of one-to-many (brands speaking to audiences). 

Social media has disrupted this balance of power. The world we now live in is one of many-to-many relationships; with individuals being able to put a brand on the spot for any service failures in the open “village square” which social media platforms like Twitter and Facebook have become.

The very nature of a village square in pre colonial times was one in which an aggrieved person would table an issue in the presence of other villagers to get their input in holding an offender responsible. Needless to say this was quite an effective means as offenders behaved themselves to avoid public censure 

Social media has become a platform for not only customer complaints resolution by brands but also a village square sometimes overrun by bellicose digital citizens. A few brands have been at the receiving end of a barrage of “hostile customers” who can latch on to hashtags, hijack social media campaigns and engage smear campaigns. Such public scuffles’ can get really messy and may leave your brand in tatters.

Skilled marketers need to be ready to face this clear and present dynamic in their use of social media for marketing purposes. Authenticity and the willingness to admit wrong will go a long way in building a hedge for your brand in online waters that can be really murky.

IN CONCLUSION                                                                  

I believe the “pros” far outweigh the “cons” when it comes to social media marketing. The social media space has opened brands up to consumers who can respond and interact more meaningfully to our brands and services. 

I would sign up for that any day.