How can companies attract attention through social media?

As I mentioned in my previous post, many marketers are guided by hypes. Under the marketers are a lot of trendsetters but especially a lot of followers. Nowadays followers presume the opportunities in social media after the success stories about Twitter, LinkedIn, YouTube, and Facebook. The multichannel internet strategy is supposed the best way for online success for organizations. In this strategy social websites have a limited function. To develop a successful campaign are marketing research, a considerable budget and patience essential.

Social media is mostly used to stay in touch with family and friends. A much smaller proportion of the social media users uses social media to orientate themselves on new products. This narrow interest has to deal with the way on which people are approached by companies. Social media is a personal matter in which people are centralized. The classical advertisements do not gain profit because users are surfing around in their social network with other purposes. Therefore, companies have to make sure that they become part of the social network of their target group.

Social media is focused on sharing information. Many users surf around in their own network to read the ‘facts and gossips’ about their friends. A company has to behave with a same entry on social media sites. Thus, advertisements on pages are not profitable but designing a company profile and behave like a regular user. Sharing pictures, giving advice and linking trough videos are examples of the behavior of a regular user. If a company is interesting enough for users, then they will get more friends and goodwill will grow. A lot of goodwill in social media means that your sales through other channels increase, for example trough the company’s website.