Econsultancy recently ranted about the one-dimensional marketing world many top brands like Coke operate in. Coke may have the worlds biggest Facebook Fan Page but they’re not on Twitter!! And they aren’t integrating their online and offline ad campaigns either.
“All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.”
Not only has someone else claimed Coke’s brand names on Twitter Coke doesn’t appear to listen. Even though it’s being talked about. The word ‘Coke’ appears more than 1,000 times on Twitter in just a day (their other brands are mentioned too).
Here are ideas on how to engage people using Twitter that you can steal for your cutting edge marketing plan:
- Track your brand and use the information people are saying as testimonials, product feedback, and to get ideas for commercials or campaigns.
- Add a real time feed of Twitter searches with your brand name to your blog so each time your brand is mentioned on Twitter, it’s there.
- Aggregate tweets from everyone who speaks for your company on Twitter into one place (I assume through a widget/RSS feed on your blog).
- Dynamically display tweets about a specific post along with blog comments. If you’re on WordPress the plug-in ‘Tweetbacks’ will do this.
Is this too much? Do you care? Should you?
While I think Coke should be on the Twitter bandwagon, their particular weaknesses in integrating social media with their regular advertising isn’t shocking. It’s the norm. Judging from a new report about Social Media and Online PR from MarketingSherpa that I’ve been digging into, this isn’t uncommon.
According to MarketingSherpa’s research, almost half of SMBs and large businesses use social media with online maketing. If you ask if they integrate online and offline marketing with social media, most businesses — especially bigger ones say they don’t. Part of the problem is most claim social media doesn’t fit well with marketing through direct mail, print ads, or tv ads. So it’s no surprise that they’re not integrating the two.