Marketwired Blog

The Need for Agile, Opportunistic Social Marketing

social agilityAs social media increasingly becomes more of a sales-focused medium, it is important for brands to change how they operate.

While sharing content and engaging in social conversations is still a critical element, brands looking to drive sales need to recognize that campaigns thrive for different reasons.

It means a social marketing campaign can resonate or miss the mark depending on timing, the competitive landscape and the luck of the draw.

Sometimes, a campaign will generate tons of traction, click-throughs, leads and, ultimately, sales.

But sometimes, a campaign will fail to gain much attention. It could be the offer isn’t interesting or clear enough, it could be consumers are distracted with other offers, or it may be that rivals have captured the spotlight.

For brands, it means they have to be agile, flexible and opportunistic with their social campaigns.

It’s not enough to launch a campaign, and then wait to see what happens.

Instead, brands need to consistently monitor a campaign’s effectiveness: what’s working, what’s not working, and how can improvements be made?

By monitoring and assessing a campaign’s performance, a brand has the opportunity to make on-the-fly tweaks and changes to offers, the language being used, and the different channels.

If a 15% discount isn’t working, then a brand may have to move quickly to change it to 25%.

If Twitter is doing the job and Facebook is struggling to generate much interest, a brand needs to have the ability to change horses in mid-race.

In a real-time, fast-moving word, change is constant, which means shifts in social marketing strategic and tactical direction are inevitable.

In some cases, small tweaks will be needed to drive ROI. In other situations, a social marketing campaign may have to be completely overhauled on the fly.

It’s a matter of being able to quickly assess what’s happening and, as important, have the ability to smoothly shift gears.

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