The Next Phase of Social Marketing
By: Brandon Evans, May 2, 2012
So you have millions of fans and followers… now what?
In the past few years, the explosive popularity of social media has ledbrands to collect massive followings on Facebook, Twitter, and othernetworks in what seems little more than a popularity contest to build out
a “social presence.” Now that most major brands have spent money and
time focused on collecting Likes and followers, the question posed tosocial media marketers is rapidly shifting to: "What comes next?"Connecting directly to millions of people with affinity for your brand isnot an easy feat, and is only the tip of the iceberg when it comes toutilizing social media as a marketing and sales channel. Now marketersmust begin to focus on how to activate fans -- turning them into brandadvocates and essentially evolving their social media presence into aresearch lab, idea store, and full-fledged peer-to-peer marketing channel.
The "popularity contest" is over
As a marketer during the rise of Facebook and Twitter, it was importantto embrace social communications as consumers began to focus theirattention and spend more time on online networks. The first phase of social marketing was a frenzy to be a leader and stay ahead of the
competition in a mad dash to collect “fans,” “likes” and “followers.” Butgetting the most people to “like” your brand will not ensure success in
this channel any more than collecting the biggest CRM database will.While those are both great assets, success lies in leveraging thecommunity in better ways than the competition to drive true brand value.