"The role of social media as an insights engine - instructing you on what audiences like, dislike, and are willing to buy - is unparalleled. This information can be crucial in guiding creative projects. It's impossible for a single creative director, no matter how great, to be able to understand the zillions of online communities and subcultures. Social media has helped culture become less homogeneous and that's a good thing. So let's use it to listen to those many diverse cohorts."
"Social media directly guides what many think of as the key elements of classic, traditional marketing - to drive growth, to understand the customer, to build customer propositions that resonate, to communicate with consumers, and to position brands. It's one of the easiest ways for a brand to keep up with trends and adjust to the needs of consumers. Search data and trends are the other key factors here. Automated tools are not always great at reading sentiment, which is why nothing beats hands-on platform experience to best engage with others and achieve marketing objectives. The alternative often is spending a fortune on content that doesn't resonate or even reach people."
A significant share of marketers still regard social media as overrated, but social media functions as an essential extension of traditional marketing. Social platforms act as an insights engine, revealing what diverse audiences like, dislike, and are willing to buy, and informing creative and strategic decisions. Social listening captures trends across many online communities that a single creative director cannot fully grasp. Social media helps drive growth, shape customer propositions, communicate with consumers, and position brands. Search data and trends complement social insights, while hands-on platform experience outperforms automated sentiment tools to avoid wasted spend on ineffective content.
Read at The Drum
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