Generation Facebook has aimlessly gathered the masses away from true interaction. Many people use Facebook as a marketing tool, collecting hundreds, if not thousands, of "friends," then steer friends to "like" their page. It's understandable that Facebook can be a marketing tool, but more research is showing that Facebook can be a dead end. If you think your going to create profitability through randomness, think again. Lasting bonds happen when you are near people, hear their voices, and feel their presence. With too many "friends" on Facebook, it's almost impossible to make yourself personal.
While Facebook "profiles" feature average folks like you and me. Facebook "pages" are designed for businesses and brands. Most Facebook users spend seconds on a "page" unless it has innovative, funny, or exclusive content that allow a person to feel connected. In short, you have to give folks a reason to "like" you and "follow" you. This usually goes way beyond what Facebook can accomplish; it has to do with how you engage with people outside the social media area.
Traditional broadcast starts the conversation.
That's where the glow of traditional media like Radio makes all the difference in strategy. Cricket Wireless proved this theory true with their "Wallet Drop" campaign. They weren't getting much traction on Facebook or Twitter but when they incorporated Radio and social media, a great marketing strategy was created. Deborah Jourdan, Sr. Director of Consumer Marketing for Cricket explains,"The buzz about the promotion was much greater when we went beyond our social media and web pages and incorporated radio partners." Download the case study to read more.
Creating a familiar feeling will draw in your customers
Connection is more that just having a collection of names, real connection has to do with creating emotional relevance. Often overlooked by marketers, Radio's longevity has to do with its unique ability to emotionally resonate with listeners; it is this resonance that's a potent driver for getting people to act. Personal familiarity is much different than clicking a "share" button on a computer screen because the person sharing and the person receiving both take a passive emotional role.
Hearing a song or commercial on the Radio is a shared simultaneous real-time experience. Shared emotional experiences are what makes moments special, campaigns successful, and keeps marathon runs in business.
Advertisers with meaningful campaigns, and a relevant emotional message, will reach people directly with even just one Radio commercial. It's like having a megaphone and talking to a ready crowd.
Americans maintain their love for Radio because of one simple truth:
People of every generation love knowing they are a part of something big. The communal experience of hearing big ideas, music, laughter or news at the same time is the coveted feeling of belonging.
This belonging is exactly the secret sauce that can take a social media campaign from hit or miss to a winning best practice in your business marketing and public relations strategy.