In 2011 Jessie J sold us a message. With our permission, she told us to direct our attention away from money and focus on relationships and happiness. Ironically, this message benefits her financially and socially. Marketers can use similar tactics to achieve objectives with potential publics on social media.
The key term above is “permission”. Traditional media, television commercials and billboards are coined as “interruption”. Why is asking for permission from potential publics more beneficial than interrupting them? Jessie J tells us very clearly in her song. People want a relationship with the brand. People don’t buy a product for what it is, they buy a product for what it means. In terms of social media, consumers are already constantly bombarded with advertisements. This constant interruption has lead millennials to grow numb to pop-ups or unwanted content on news feeds. As strategic communicators that thrive on creating revenue from publics using social media, we must come up with a solution.
Change your mindset from selling to thinking about how you can create value for your target market (in a way that links to your business and marketing strategy).
Evaluate your mission What is it that you want your audience to believe about you? Create content that encourages your publics to believe in you. Marketers must earn their publics attention.
Listen. Marketers have the potential to create intriguing content that makes potential consumers’ mouths water. Think about it. By listening to trends, language, wants and needs of target audiences on multiple platforms, you have the opportunity to truly understand your community. Social media also allows marketers to ask for feed back and see what is being said about competitors.
People are no longer required to pay attention to what a company is selling. It takes humility and patience to earn a customers approval through social media.