There are two type of people in this world. One who loves social media, and the other who hates it. There’s no in-betweens. And about brands ? There are the ones who’ve already embraced social media and others who are skeptic about it.
In my opinion, its fair for brands to get skeptic about social media, because of two reasons.
1) There is a lot of uncertainty involved
2) Brands have their image at stake.
Imagine all that marketing talks, discussions, strategies and competition that would’ve gone in all these years to build the brand. One fine morning, social media comes up and you’re talking about change. Change to such volumes that it could even put the brand at threat.
So, brands have all the right to get doubtful about social media. And its fair that they might not understand it in the first go, but education can helps it all.
Brands, have always been following the old-school marketing techniques. They’d extrapolate their ideas and techniques to social media, and expect it to work the same way. They would fail miserably. But that’s when they would either realize that they’ve done something wrong, or realize that this isn’t going to work.
Either ways, the core idea is that, for social media to work for brands, they have to evolve.
They have to understand the new shift in communication. The new patterns, new metrics and new opportunities in social media. Only then, would a company or brand be able to make use of social media.
Example. Why would a multi million brand like Coca Cola or Skittles come into social media ?
Their sales numbers are probably going to be the same or even increase significantly, with or without social media. Social Media comes in as a luxury. But actually, is it a luxury or a real need ?
This is the question every brand, waiting to jump into the social media bandwagon should ask themselves. Do you understand the change, are you ready to evolve, are you really social ?
Once these questions are answered, brands can make a good splash on social media with their custom strategies. This is where success rolls in. Until then, its an ongoing experiment, we have to admit, that is not much scalable.
So essentially, brands should embrace social media, but I hope they don’t take it in the wrong way the first time. We see this mistake happen very often – unfortunately. Social Media, more than anything is an opportunity. Can you handle it, is the question.