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Beyond Social Media

Social Success In these past few years, social media giants, specifically Facebook and Twitter have become more than just a social outlet. Social media has taken the revolutionizing role that bridges the empty gap between the retailer and the consumer. This fragile gap remains concrete through a set of concise interactive techniques. Social Media sites, when used correctly, are continuously used as tools to generate increased product response. When these techniques are used substantially, both consumer and retailer are satisfied. The use of Facebook and Twitter as an advertising tool is an expansion of Direct Advertising. Direct marketing generally refers to the direct communication from the retailer to the consumer. Traditional forms of direct marketing include the use of email, standard mail, and catalogs. The presence of social media has created a greater connection between interaction with consumers and advertisments. Facebook, Twitter, and other social media forums are a number of the growing social outlets that have been expanding between users and revolutionizingthe way in which direct marketing is used. The advatage to using a social outlet to market products can be stressed on the increased amount of time users spend on social media websites. According to a Nielsen research, “25% of American’s spend their time online on social networks and blogs, up from nearly 16% a year from 2010.� Without using a social outlet as a form of direct communication, a company can be jeopardizing the future of their business.

More importantly, the correct use of these social media websites is essential. There are many instances in which social media can yield very little or no response from the consumer. In that event, the social media forum serves no purpose to the retailer. A number of already known strategies can encourage the increase amount of user interaction. Little strategies such as condensed videos, relevant posts, innovative images, and continuous feedback create positive user experiences. Once these strategies are rendered, advanced strategies can be brought into perspective. New and better ways to encourage beneficial uses of direct marketing are being rendered continuously.



Rule #1 Videos - To increase the amount

of viewership, published videos should be suitable for “Sharing” and “liking” on the realm of Facebook. This creates a greater opportunity of the usage on other forms of social media sites. It should be noted that these videos should be condensed and content specific. Extensive and vague videos potentially cost audience attention. A 5 minute long video requires the interest of the consumer. Advanced use of videos involves creating video apps on Facebook.

Rule #3 Images- The basic rule for adver-

tisements on social media platforms is the presence of more images or the presence of creative images. Text should not overwhem the advertisment. Otherwise, interest is lost rapidly. If a creative image is used, the ability to use more text increases. One of the faults that can occur in direct marketing is the use of unnecessary information or too much “fluff ’.

Engagement Rule #2 Unwanted Posts- The biggest pre-

dictor of engagement is stressed on topic relevance. Relevance promotes both the increase of users that “share” or “like” information. Related posts increase the possibility of users “sharing” this information on their Facebook and Twitter posts. The idea of “sharing” a post on Facebook yields more viewership because on Facebook’s forum, “likes” are viewed by other users for a short period of time. On the other hand, “sharing”, allows a post to be presented as an updated status.

Rule #4 Feedback- Both positive and nega-

tive feedback are essential to create a reliable source of communication. Feedback generates a positive relationship with the consumer and the retailer. Neglecting negative feedback creates a bad image for the retailer. An additional benefit to negative feedback is the first hand knowledge on what consumers dislike about the product for future models.

Best Buy serves as a prime lead- basic strategies within social media ample, Best Buy has brought their ing example ahead in the social me- forums and has initiated more ad- website to Facebook. Their generdia race. Best Buy has surpassed the vanced strategies. In this specific ex- ated program, “Gifted”, promotes a profound increase in the amount of time users spend on their profile page and simultaneously successfully advertisements. The program “Gifted”, allows Facebook users to nominate individual Facebook friends to have the opportunity to receive a free gift from Best Buy. This potentially increases the various products that Best Buy sells. Once these users nominate individual friends on Facebook, the nominee gets a notification. This further expands Best Buy’s interaction with consumers.

Best Buy gives Facebook users the chance to nominate other Facebook users to win a variety of their latest products . Other categories include: the designer, the filmmaker, the chef, and the gamer.

Best Buy carefully designs their visual elements to attract the viewers’ attention. Furthermore, the elements are simplified and demonstrate straight forward messages.

Walmart’s Tweet displays relevance and places a limitation on the audience. The words “limited” and “Today only” attract the targeted audience. If Walmart wanted to Tweet their audience a question, the word “why” should not be used. To the viewer, the word “why” can give off a feeling of intrusion.

Best Buy supplies various Holiday youtube videos that range anywhere from 16 second advertisements to 90 seconds. The key element is their use of short Youtube videos on Facebook.

Tasha Hendershot  

Tasha Hendershot