Now a decade or so later, people have two lives – a social life and a social “media” life.
It’s quite fascinating that people adopt so quickly and seamlessly that social media has become their second nature. And as do people’s lives change, so do businesses and their marketing strategy.
For many ad agencies, however, it was not an easy transition as social media is such a brand new space that traditional strategy sometime does not translate directly into a social media campaign.
Here’s an interesting insight:
"Social media is, in many ways, the antithesis of advertising. Advertising is one-way communications aimed at large groups of consumers. Social media is two-way communications that requires listening as well as speaking. It can also be said that social media is a multiple-way communications method as brands can speak and listen, but also watch other consumers talk to each other."
So here I gather some examples social media campaign that are successful:
Children’s Hospital Los Angeles, Therapy Dog Quiz
Honest Tea, National Honesty Index
World Wildlife Fund (WWF), #LastSelfie
So what is one common theme for these three campaigns? One thing in common is that they engage you. They focus on authentic feel rather than screaming, “Hey, we’re marketing to you right now.” A successful social media campaign need to engage you, interest you, give you new information, give you emotion, and most importantly, give you something worth talking about.
And that’s what is the translation we as a marketer needs to be aware of. Traditional media like print ad, radio, tv, or even website, is often a one-way street – we have something to say, that is how we say it. Social media campaign, however, is a two-way; where information is contently be shared, posted, linked, liked, tweeted, – like a snowball of idea, once it gains traction and momentum, it has a life on its own.