Pick your social media corner

By now everyone knows that social media is an essential part of digital marketing. Marketers not engaging socially risk their credibility, not to mention their bottom line. The trick is to come up with a targeted campaign that is like sniper’s bullet (straight to the heart) and not like buckshot (random spatter). This means that strategies need to be targeted. Marketers need to be where it matters and for some clients and their target audiences, this doesn’t necessarily mean Facebook and Twitter.

There are a lot of niche sites that cater to very specific audiences. Some of them, like Pinterest, are becoming more mainstream and some of them, like Foodspotting, will probably always be niche.

Niche sites will attract highly targeted attention. But all brands need more than that. They need to increase awareness and that’s where Facebook, Twitter, LinkedIn and Google+ come in.

Many people still doubt the value of Google+ when it comes to branding, marketing and PR. It’s not really surprising considering that it doesn’t have nearly the same user numbers as Facebook and Twitter. The difference is that it has Google in its corner. And because Google has decided to embrace all things social and is changing its systems to become more socially orientated, ignoring Google+ is a bit like cutting your nose to spite your face – not clever.

Some big brands, like Cadbury, have started to work out how to use Google+ as part of an overall marketing strategy. But it’s not just for big brands. Social also means local, which is why smaller companies need to get on board.

Marketers still have to get used to the idea that digital marketing isn’t just about the here and now; it’s also about the past and the future. What has been done before and is being done now will remain only a few clicks away from anyone who cares to look. That’s why it’s important to think beyond immediate and short-term goals and to take a much longer view. Trends come and go, but what will consumers still be doing in three to five years time?

Will they still be on Facebook? Probably. Will they be on Google+? Probably. Will foodies still like Foodspotting? Probably, but there might be more food networks on the way, so keep an eye on the horizon.