heyNathan

Social media advertising, done right.

Let’s consider it a good thing that brands and organizations are so interested in utilizing social platforms on the web. Even the big agencies are starting to realize they need to get beyond the Flash-tastic/experiential/brochure-ware sites that have become so prevalent in advertising. Making a commitment to promoting your brand through social media may sound simple enough, but doing it right requires that designers, developers and their clients truly understand what works and what doesn’t.

Social advertising done right:

1. Create meaningful offline experiences for your audience, THEN build online destinations that enhance and reflect those real-world experiences.
2. Add value to existing social platforms - create content, applications and social tie-ins that reflect your brand while providing value to the online community.
3. Choose platforms that accurately represent your audience and message. Virb may be an awesome site, but how many teenagers in Quebec are using it? Does video serve as the primary creative in your campaign? Dedicating your resources to YouTube and Vimeo may be a better bet than a Facebook app.
4. Branch out. People use more than one site - your brand should do the same. Tie your campaign into multiple platforms and connect them all as much as possible.
5. Don’t forget, people still like to touch things! Print collateral, merch, giveaways, etc.. Use real stuff as the hook to drive people to your online initiatives.
6. Take chances creatively. A significant challenge to swimming in the social media pool is that the inherent lack of filters means you’ll be competing to stand out. Drop some compelling content. Make a big splash. Get noticed.
7. Clearly define the goals of your online campaign. How are you monitoring its effectiveness - number of ‘friends’, comments, a specific call to action, quantity or quality of impressions? Best to ask these questions early and often.
8. Have a plan for sustaining and supporting your social presence. Creating a profile on Facebook, MySpace or Virb may get the ball rolling, but how will you continue to build your visibility over time?

Social advertising gone wrong:

1. “The tv spots air tomorrow! Does anyone know how to skin a MySpace page?!!”
2. Your budget should be aligned with the social strategy. Sinking all your dollars into a traditional media buy can be a big mistake. Invest in quality content. Let the audience do the rest.
3. Blind ‘friending’ can be worthwhile, but don’t expect it to move mountains of people to your brand.
4. Don’t depend on luck. There are plenty of great vids on YouTube that never get seen. Push your content in every way conceivable. Take part in the community. Create more opportunities for people to find you.
5. Assuming your content is cooler than cool? Too stubborn to make a creative shift? The masses are fickle and you better be flexible. Expect the unexpected and respond.
6. No matter how cool your website is, it is not the destination! Don’t expect people to come to you. Go to the users and give them a reason to interact with your brand.