Social media is starting to attract the attention of major brands as an avenue to reach consumers. However, what many South African brands fail to realise is that digital and social media strategy is never a one size fits all type of solution. As a brand I think it is important to decide whether you want to be New York City or Coachella. I’ll elaborate.
New York City is always on. There is an eternal flow of low-budget variations of great shows permeating from anywhere that can house a stage and some lights. There is always somewhere to find something to eat, anytime of the day or night. Groupon is a good example of the social media equivalent of New York City. Users know that by visiting a site like this they will be rewarded by a deal of some sort, daily. Sometimes these deals are so great that they create organic chatter on social networks like Facebook and Twitter, getting the brand out there in a way that is positive, but not forced. This works for some companies as a strategy.
If you aren’t wanting to be switched on all the time, you’ll want to devise a digital strategy as if you represented Coachella. Coachella is an awesome music festival that happens once a year. It has holograms of Tupac and other dead artists performing their greatest hits. It is a little known fact that brands are most effective when they use social media to drive shares, purchases and brand discovery around a special event- like Coachella. And like any quality festival, the peak of excitement comes and goes- your campaign needs to be exclusive, your campaign needs to be special, your campaign needs holograms.