Every marketing campaign involves social interaction. As social interaction online is possible through the various social media platforms like blogging and micro blogging. In an online or internet marketing campaign social media is surely something which is catching up with the netizens.
Currently, the social media sites which have gained popularity are Facebook and Twitter. Hence, most of the companies have a facebook and a twitter account but not many of them are using these accounts in an effective way.
By just having an account on social media sites and assigning it to any Tom, Dick or Harry from your organization is not going to ensure success from this media. Every marketing campaign succeeds due to its planned, systematic approach. Moreover, every marketing campaign requires constant review at every stage to see and check where the campaign is getting directed to.
Interactions on this media are not a casual chat and neither it is a soft board where you regularly pin the announcements, requirements and achievements of your company . It is neither a market or a mall where you directly sell .
Social media is all about influence and reach. It is about establishing your online reputation. It is about networking and developing an online rapport with every person who may have the potential to directly or indirectly be associated to your business.
This surely needs to have a planned systematic approach and also the identification of the right person who shall be responsible to handle this task.
In my opinion, as this medium is still at an evolving stage and all the people involved in social media are still experimenting and exploring the potential of this media, the CEOs or the top management personnel are the right people to handle this task. Interactions on this media can either make or mar the reputation of your business. People who are highly concerned about the growth, reputation and WOM of the company are the right people to be allocated this task as there is a lot of human technology involved in this interaction rather than computer technology.
Again it is the person and not the post which should be the deciding factor. As the person identified should have the care and the concern for the online reputation of the business, should have a flair for interacting with people and should have the responsibility to make commitments and claims publicly and at the same time be answerable for every word on this media if the need arises.
It is not necessary that the posts and tweets of this person managing the social media accounts for your company should have the Pied Piper’s magical music whereby all the netizens start following him but should surely have the sense and the sensibility to make the followers get interested in the products and services that your company offers.