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Yep, there sure are a lot of social media advertising choices out there. So much so that it’s a wonder if anyone really uses these vehicles that much.
Well, let’s set the record straight. Consumers have embraced and in many cases could be seen as obsessed with a variety of social media platforms. They can’t live without them! Consumers not only use Twitter and check Facebook regularly. In many cases, they will use these platforms before going to bed or when they first wake up.
Therefore, their first consumption of news is from a social platform. These consumers will also use these social platforms many hours throughout the day. This is especially true with those users under 25 years old. Additionally, if these users own an iPhone, they have a higher propensity to constantly engage these platforms from a variety of locations traveled in the course of their day. Remember that younger users will always consume more of such social platforms. These users consider these platforms a part of their lifestyle.
What about message interruption? Well, believe it or not, younger social platform users don’t mind a Tweet or Facebook message interrupting them during the course of a day. Of course, older social platform users do not quite have the same tolerance level as their younger counterparts.
As for all forms of online advertising, social platforms offer an opportunity to have an extended dialogue with consumers who can become “brand ambassadors.” A “brand ambassador” makes recommendations, validates, and in some cases can nullify a product offering to their friends and family.
This is what makes up the “viral” effect of social platforms. Consider your business offering and whom you are targeting to determine if this vehicle should be a part of your marketing plan. Be mindful of the age group because messages need to be tailored to whom you are trying to speak. Remember that first impressions are lasting. And, with this platform, the word—good or bad—can spread fast.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of “Elements of Buying: An Advertising Reference Guide for Business Owners.” Contact: lassere@bellsouth.net
