(9:03:11 AM) Libby Issendorf: DID YOU KNOW THAT SOCIAL MEDIA IS NOT AN AWARENESS DRIVER?
(9:03:19 AM) Erin Lamberty: LIBBY, I DID KNOW.
"In fact, it [the brand] isn’t really all that well known yet. Which, to my mind, means that we need to get the word out…even if that means using Pleistocene-era tactics like broadcast television and other broad-reach media. Because we need people to know about the brand. And to like it. Because unless they already know about and like the brand, why would they want to be its Facebook friend? "Social media is about connecting and building relationships with your existing fans, potential fans and those that may have started to root for another team because you lost one too many games in their eyes.
Social media becomes an awareness driver when that core target is already engaged and starts sharing, either intentionally with a forward or passively in their news feed. But all on its own, social media is not an awareness driver.
3 comments:
WHAT?!?!??!! SOCIAL MEDIA ISN'T AN AWARENESS DRIVER?
I kid... I kid... I know. Don't glare/grrr at me.
:D
i am grrrr-ing. even a joke about it isn't funny. not yet.
Hmm..love hearing your perspective - and I agree that there are brands that social media may struggle to build awareness for. But this seems to be a minority opinion according to some new data from eMarketer/Marketing Sherpa...
91% of surveyed social media professionals seem to believe that social media IS at least a somewhat effective awareness driver.
http://www.emarketer.com/Article.aspx?R=1007200
Thoughts?
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