Positive (Oreos during Super Bowl 2013) or negative (United Airlines and Pepsi earlier this month), it has become obvious social media is ubiquitous and has led to real-time brand transparency. Welcome the rise of influence marketing. Consequently, smart marketers are adapting to a new level of social listening.
Fact: In 2005 5% of adults in the U.S. were on social media. Today it is approximately 70%. As a result, buyers thanks to the collaborative tools of Web 2.0 now have greater influence on purchase decisions. Consequently, brand marketers recognize the need to identify brand ambassadors/key influencers, a concept I read about back in 2016 in a post written by social marketing leader Steve Goldner titled Brand Ambassadors and Influence Marketing.
How do you find brand ambassadors? For starters, real-time social listening. Brands will have to develop the resources that will be listening to conversations around keywords or trending topics on all the different social platforms. Furthermore, in the future AI (Artificial Intelligence) will be utilized to interpret relevant brand content. Finally, smart marketers will take the information they monitor, get proactive and craft their brand’s conversations to achieve greater buyer engagement.
In closing, I have detailed how social media has impacted consumerism. In my next post, I am going to share how social media has ushered in an era of global negativity.