Creating a substantial social media presence is not simply about making a Facebook page and hoping customers will drop by. In business, successful communities are developed through the use of skillful marketing research, planning, and strategy making. Social media–based marketing succeeds best when the firm offers products and services relevant to the customer, incorporating substantial value, and provided by an organization deemed trustworthy and reliable. Below are important strategies firms should follow to maximize the effectiveness of social media in international marketing.
Monitor Your Firm’s Online Reputation
Trust plays a critical role in the success of social media marketing. In a world of 24-hour news cycles via practically unlimited news and information outlets, firms can fall victim to gossip and the rants of disgruntled consumers, activists, and others. Thus, marketers need to invest efforts every day scanning the Internet to monitor news about the firm and its brands.
Communicate Your Expertise
Sophisticated companies publicize their expertise in various ways online, such as via websites, podcasts, blogs, and social media, all emphasizing buyers’ needs. Fundamentally, more than caring about products themselves, consumers seek solutions to their specific problems.
Understand Your Markets
Marketers need to devise marketing communications only after acquiring substantive knowledge of the characteristics of intended buyers. By knowing who is using which social sites, marketers can promote their products to their targeted audience at the appropriate sites. For example, the social network site aSmallWorld targets affluent members and others who are part of the international social jet set. Care2 is a social network site that appeals to environmentalists and other interest in green living from around the world.
Manage Information about Your Company and Brands
Many firms today use Facebook and other sites to disseminate continuous news releases that provide value to consumers. Buyers respond favorably to information that appeals to their needs and concerns about products and brands they enjoy. News releases online link to the corporate website, where explanations are offered regarding emergent trends and events that interest buyers. The most successful social media sites incorporate numerous useful links to other sites and provide easy means for customers to contact company representatives. For example, Chinese computer giant Lenovo launched a site called “Voices of the Olympic Games” to collect posts from the athletes competing at the 2008 Beijing Olympics. The site allowed Lenovo to link its brand to exciting Olympics events as they developed.