We can definitely say that the character of the internet shifted. I don’t have to tell the readers of Klatergoud.com what Web 1.0 was and what web 2.0 is. In fact, the readers of this article probably will have two or three more browser windows open at this time. While reading you’ll probably be checking out your Facebook, keeping an eye on your mail and your definitely keeping your tweets together.
In other words, social media are big and that companies are finding them is won’t surprise you neither. But what are they doing there and how?
More and more ‘social media strategy’ agencies are started. They will help out brands to make sense out of the big cloud of social media networks. An eager initiative if you ask me because until today, there is little known about the effects of corporate brands activities on social networks.
To give you an impression to see how many companies already try to jump into social networks, check out this blog by Peter Kim. There are over 1500 examples! But what makes companies say “this was a great initiative by our marketing people”.
Then again, if you would ask me to pick some great social media examples out of Peter Kim’s, I’ll find them in a minute or two. That’s not because I’m a self proclaimed media guru but when we use common sense we can say what’s ‘cool’ and what’s not. But still the question remains, does this social media action bring benefit to, for example, the attitude towards the brand by the consumer? Does it strengthen sales figures? Do you have an idea what people are saying about your brand on blogs? The media landscape has changed, and the balance of power has shifted from the corporate world to the consumer. And its up to the corporate world now to make a move.
I suppose commercial companies and advertisement agencies start making up the balance. Which social media campaign worked? Which one didn’t? More important, what are the factors for a particular target group or brand that made the campaign a success or a failure?
They have been building this kind of knowledge for print, radio and television advertising for years but they have to start all over again!
For now, keep up the good work, keep playing your social media chess, tweet, blog, hyve, facebook, youtube and flickr as much as you can. But try to take a beer once in a while and have a look what the results are from your web 2.0 ‘strategies’. Are they the best moves to checkmate or will brands be beaten by the consumer…
Gijs Moonen is energetic, enthusiastic and gets a little bit crazy sometimes.
He obtained a masters degree in Commercial Communication and PR after writing a thesis on social media marketing. He now works as an Account Executive for LEWIS Global Public Relations.
He loves his nikes, ipod, bicycle and is addicted to cookbooks.