The 10-step programme to social success
Get social. The engagement opportunities of social media are deeper than those of traditional mass media, while the power of social amplification is also much stronger, says Universal McCann in its just-released Wave 4 Social Media Tracker report.
“At the heart of our thinking is the concept of ‘Gravitational Mass Media’ where audience engagement provides a dense core that then attracts other consumers,” the agency says.
UM has published a 10-step programme to help brands become successful in social media (see below). Tips include using paid-for media to get the ball rolling, segmenting the audience into tribes and giving them something to join, plus taking advantage of the extreme targeting offered by social networks.
“Social media is a very fast-evolving landscape and one that’s taking an increasingly important role in consumers’ digital lives,” says UM. “Brands that want to engage with consumers in these spaces need to understand how and where and why they are using the many different platforms that enable content creation and sharing.”
The agency says almost two-thirds of active online users around the world have joined a social networking site. In addition, such platforms are becoming increasingly multimedia, with the number of users uploading photos, videos, music and widgets continuing to rise. And social media is also going mobile, with 17% of active online users accessing the Net on the move.
