Today, all marketers in their role as brand stewards are considering the best ways to leverage the social media activity of consumers in order to drive business growth. Where once conferences and trade shows were the dominant venue for intellectual exchanges, marketers now also rely on social media to discuss social media. As a result, digital marketing professionals are creating, sharing, and exchanging information that reveals both successful, and failed, strategies and tactics.
Because social media is now the chosen medium of expression, we are presented with the opportunity to listen more closely than ever before. To take advantage of this, we're using my company's analytical listening platform,SocialSense, to scour the web for expert discussions and determine what impact they're having on the future of digital marketing.
This is the first article in a series designed to uncover the issues and opportunities talked about most by digital marketers. In this fast-moving industry, key topics explode suddenly and sometimes drop off the radar even faster. Rather than focusing on individual comments, we'll identify the most common topics and relevant discussions to get a broad sense of what matters, and why.
These four questions recently surfaced:
- Which social networking sites are attracting the most attention?
- How should we use social networking sites for our brands and businesses?
- Where do the most valuable conversations take place?
- What are the concerns about the use of social media in brand planning?
The which
It should come as no surprise that the most-discussed social networking sites are Facebook and Twitter. What is interesting, though, is the way marketers are trying to figure out how these platforms can be used to drive brand engagement and site visits.
It should come as no surprise that the most-discussed social networking sites are Facebook and Twitter. What is interesting, though, is the way marketers are trying to figure out how these platforms can be used to drive brand engagement and site visits.
A growing number of discussions were focused around the best ways to devise and execute Twitter strategies that do more than just drop brand mentions. The commentary, however, was divided because while many social media leaders consider Twitter a core tool for digital branding and customer relations, many still question the true quality of experience possible in a platform with a 140-character limit. In fact, out of all of the platforms in this report, Twitter had the highest potential of being viewed as spam. A typical comment summed up this concern:
"There are too many marketers on twitter and people are starting to get fed up."
Unlike Twitter, discussions about marketing possibilities on Facebook were overwhelmingly positive. The website was lauded for its ability to drive web traffic, brand engagement, and long-term brand relationships. Facebook ads also received considerable discussion as an affordable way to drive "likes" and brand participation.
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