Using social media has become the buzzword in marketing strategies across the country. However, when strategizing and using social media, it is critical that your expectations are correct. The two understandings that are important as you begin using social media are that it is meant to amplify your message and second, authenticity is crucial. Today we are going to discuss the role that each of these play in your social media strategy.
Amplification
I have the opportunity to speak with many business owners who are seeking to improve their customer reach. One thing I’ve noticed is that many of these business people are functioning under a false assumption that if they adopt social media strategies in one area then they are going to see instant growth in their business. Social media serves many purposes that cannot be downplayed, but its best function is that of the “great amplifier”. It simply makes the message you already have in motion bigger by amplifying and punctuating it. Social media tactics should be intertwined in a greater digital marketing strategy that is a part of an overall strategy.
Our Favorite Cows
Chick-fil-A. Many of us know and love the famous Chick-fil-A cows and their slogan “Eat Mor Chikin.” The Chick-fil-A marketing strategy 
has for quite some time maintained a positive, lighthearted feel. The billboards and commercials are comical and inviting. In the same manner the Twitter and Facebook pages of Chick-fil-A simply punctuate what has been happening for years. The blogs from the CEO tote family values, the tweets involve contests for free sandwiches, and followers feel welcomed into Chick-fil-A’s social media realm.
In short, Chick-fil-A’s social media streams of communication simply amplify the company brand that has been in motion for years.
Authenticity
Starbucks Twitter Feed
Authenticity involves two things: Being genuine and being true to your brand. Authenticity is non-negotiable if a company wants to succeed in breaking down the walls between their business and the customer.
A great example of authenticity is Starbucks. If you look at the Starbucks Twitter page you’ll find that the “vibe” of it is a direct reflection of how each coffee shop feels. They respond to tweets that require responses, they retweet good tweets, they suggest music. All social media streams feel as though you are walking into your local Starbucks, ordering from the familiar barista. Grande Chai Latte anyone?
In your opinion what are other important understandings we should have as we begin using social media?
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You can find a full article regarding Starbucks’ strategy (that I found on my friend George’s posted links) by following this link: How Starbucks Builds Meaningful Customer Engagement via Social Media. The article is worth a thorough read.
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