How to Thrive in a Saturated Social Media Marketing Environment

The Association of National Advertisers recently released data shows that the percentage of marketers who are using social media edged up just 1% over the last year, from 89% in 2011 to 90% this year.

Slow growth but significant nonetheless as this data confirms that more and more people are grasping the concept of social media and running full speed ahead. But therein lies the problem. Success in social media and digital marketing is not based on speed but rather quality engagement.

Brands must realize that this isn’t a race.

We’ve witnessed several accounts on sites like Twitter where brands seem to have given up on the opportunity of social. The new media arena might offer cost effective opportunities but the trade offs come in the amount of time and effort required. You have to be present to have a presence.

How do brands succeed when everyone is using or at least giving social media a shot?

Here are three tips for standing out from the crowd:

Have Fun

It’s okay to be polished and sophisticated but let go! People are online because of the fact to connect with interesting people and engaging content not the boardroom.

Experiment

Sometimes it’s great to be first. The brands who are playing around with the new kids on the block like Pinterest are finding great returns in the form of awareness and publicity. Take those who are moving their websites to Pinterest for example.

Know Thyself

Look in the mirror. It’s the best thing a brand can do and opens the window of opportunity for some deep self analysis in the form of questions about purpose, passion, and focus. Consumers have a knack for pointing out a brand’s flaws which means marketers better be ready to respond. Oh…and when you do respond please be swift.

As more and more brands jump on the social bandwagon, we’ll find countless examples of how not to engage in social media marketing. However, there will be champions of engagement and it’s up to us to thrive.

By the way…we can help your brand move the needle of appreciation into new arenas of visibility and consumer engagement. Just drop us a line.