As companies and brands grapple with “best practices” for social media, a new Direct Marketing Association and COLLOQUY study sheds some light on the challenge.
They surveyed 369 marketing objectives to determine their social media goals. The bottom line is that for new product acquisition – or new cumers – devices like Facebook and Twitter fall short.
The value instead is inducing growth and loyalty among current customers (25%) as well as building brand awareness (28%).
For legacy media brands, this is a logical finding, but it also reinforces the notion that well-established radio stations and personalities can build on their heritage by adopting social media strategies.
As consumers rapidly move to these new engagement platforms, they’ll take the brands, products, and services they know and trust with them – assuming that stations, shows, and personalities are smart enough to have established social media presence and attributes.
Stations that barely acknowledge Facebook fan pages or are slow to grasp the value of connecting to the real-time web via Twitter will get passed by in the social media world. It is one thing to produce an on-air product for the transmitter. But today, streams, connectivity, and engagement are all part of the new world order of brand building.
And as we know, the power of a station's cume puts radio at a distinct advantage in moving eyes and ears to social media locales. But there needs to be content and reciprocity on those sites if radio is to derive value and meet the changing needs of its advertisers and listeners.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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