Being alone together or how social media puts it all back together

Posted on November 1, 2008 by Tom

Sometimes it’s great to look at the past and see what has changed. 

The fifties.  Television became the world’s entertainment.  Families shared one television in the livingroom.  Social groups were very local and not diversified.  It was easy for advertisers to spread their message.  Mass media reached everyone and word-of-mouth wasn’t really necessary (though wanted) because of the message being so widespread.  Ofcourse it helped that there were fewer products to be sold and certain target demographics didn’t “exist”.

The eighties.  Growing individualization.  Local becomes national/global.  Social groups are getting more diversified but serves the ego of the person who joins them.  People want to know what the group can do for them instead of what they can do for the group.  This change is very important for marketers as it changes completely the way they have to communicate.  They adjust and create one-to-few advertisements.  Few being the smaller target demographics they can reach.  The easiest way to do this is still mass media, because they also followed the trend (it’s also a product), magazines that cater to almost every possible group, television channels, radio shows, products,… 

And than we have social media.  The 21st century.  The highest possible diversification, every person is his own social group, has his own television, computer,…  It’s important marketers know how and especially why they should reach certain target demographics.  They need to keep some things in mind when creating a social media campaign:

·  Act local, think global.  A cliché, but your target doesn’t want a message from a company that seems miles away, he wants to be informed from a friendly neighbourhood company.  On the other hand, companies should be aware that individual’s networks go global, and so could their message.  If you want to release a product, think global before you act local.
·  Stay focussed.  One of the most positive effects of social media is the fact that it’s easier for one person to find someone with similar interests.  As a result, marketers can focus their campaign to reach a specific target demographic and speak to them on a more personal level. 
·  Every target is a gatekeeper.  Know that every person you reach can decide if he or she will spread the message for you to his or her network.  Giving proper incentive to do so is key.  Make it fun to participate (Nike+, Coke Zero,…).
·  Be aware your online campaign is your backbone.  Did you ever wonder why most television ads, print ads, radio commercials,… refer to something online?  This makes you wonder about the importance of social media compared to mass media and the relative ’small’ budgets companies spend on it…
·  Don’t sell.  What’s the first thing you see during a commercial break?  It’s buy this, you should own this, for the low low price it’s yours,…  People are tired of faceless companies who tell them what to do or what to buy. (they change the channel, use popup blockers, flip over the page, hardly notice your billboard between a hundred others,…).  If you really want to sell something, sell your company!  Tell them why they should start listening to your company instead of others.

I’m sure there are plenty of other things companies should consider when they decide if, when and how they should focus on the growing individual groups.

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You may want to read:

• A plea for traditional media
• Social media, goals and expectations
• Are social advertising and marketing the end of privacy?