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Are brands disillusioned about their performance on social?

The Drum 31 Mar 2020 10:24
By Sam Bettis-31 March 2020 11:24am

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

krow consider the value of social during a pandemic.

Now more than ever, it’s important for brands to create genuine relationships with customers. We, as consumers, want to know that businesses have our best interests at heart, with social media set to be a vital line of communication in the coming weeks and months.

Despite this however, research shows that while 80% of companies say that they deliver great social service, only 8% of customers agree with this. It’s a huge disconnect – and it exists because most brands are getting it wrong. People use social media to connect with one another, with things they need, things they care about. Yet, often marketers are too quick to treat social as a one-way sales channel, missing out on the opportunity to build deeper connections with their audience.

Paid ads can pack a punch, but they’re not the only way to drive big positive impacts. It’s important to highlight the scope of what can be achieved with social – beyond the expected – in ways that add value and improve the customer’s overall experience. There are myriad ways in which to define a business’ social strategy: moving to a point where we can all drop the word ‘media’ and become something stronger, something which rocks. Below we explore some of the ways we can do that.

Social isn’t just a broadcast channel. Listening to your customers can shape products, brand campaigns and customer experience. One brand which has done this brilliantly in recent times is Jet Blue. Waiving all change and cancelation fees for travel until the end of April, the company took this as an opportunity to really listen to customers and prioritise being helpful above anything else.

2. Social moments

A fantastic example of a social moment happened recently with Burger King’s mouldy whopper campaign, dividing marketers around the world. The campaign, which showed a burger decaying over a 34-day period, was designed to highlight the chain's decision to remove artificial preservatives from its flagship burger. And, whether you like it or not, it got us talking – with conversations about Burger King on all social channels doubling in the first 24 hours.

Social platforms can add a lot of value by making processes more convenient. Building more convenience by understanding social platforms and customer pain points and finding exactly where to add value is invaluable in a marketplace increasingly driven by customer experience.

4. Social technology

5. Social purpose

Purpose also isn’t about marketing – it’s about experience. Purpose directs everything we do. If you start with the question: why should your brand be on social? Then your objectives, your audience and your social experience will make a lot more sense.

Isolate Live is another great concept, an entirely online festival designed so that you can listen, watch and support musicians during this difficult period.

For us, everything comes back to the question: is this truly the best thing for the audience? Does it add value – is it entertaining, or helping or connecting people? If it doesn’t, it probably won’t work.

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Burger KingCentre for Disease Control and PreventionCDCNHS
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