Right and wrong uses of social media

Companies use social media for a variety of reasons and many still cannot figure out how to use it to their advantage. Through trial and error many of these companies have realized their initial strategies are not accomplishing the goals they had planned.

The Bowl Championship Series (BCS) determines college football’s national championship game every year. They recently added a Twitter feed and Facebook page to their website, which received negative reviews from fans.

The BCS made the mistake of using social media platforms as a way to promote the company, instead of a way to communicate and engage with their audience.

The BCS has a poor reputation among college football fans, and using Twitter and Facebook as PR only amplified their already failing reputation.

Since the BCS wanted to find out the opinions of college football fans they needed to use these outlets as two-way conversations, not promotional tools.

Although this case proves why social media should not be used as propaganda, situations occur when it can be used as a helpful propaganda tool.

Social media can aid a company’s promotional campaign for new products or services. These tools can help increase awareness and buzz about a product. Social media is also a good option to use for promotion of events.

When a company wants to improve their image with the public, social media should not be used to push an already poor reputation. It should be used as an aid to interact with a company’s audience.

Companies can find out valuable information and improve their image by consulting with their audience and working to fit their needs.

The BCS cannot fix their reputation by using social media to re-emphasize their message. However, they should use it to communicate with their audience and keep them posted on updates and events within the company.

Social Media Push this holiday season

This year Starbucks is focusing their promotional efforts on social media outlets. The brand is focusing on online advertising where customers spend most of their time already.

Starbucks is advertising on websites like NYTimes.com and Meebo. They are also partnering with Pandora with the intention of reaching music lovers and sparking their interest in coffee.

Chris Bruzzo, VP-brand, content and online at Starbucks said, “People are saying this is going to be a big year for social media and we’re a microcosm of that. Whereas last year it was a curiosity, this year it’s a core part of the program.”

Starbucks will offer a number of holiday playlists on Pandora that will encourage participation in social media and promote the brand.

Starbucks realized that their customers are interested in a number of social media outlets and they are working to reach all their customers through different outlets.

This year Starbucks will also be using Facebook where fans can send friends red Starbucks cups, and Flickr where people can upload pictures of themselves in their holiday clothing.

Utilizing new outlets is crucial this year, especially for brands like Starbucks.

The brands previous promotional efforts have not always been successful, and developing a strong social media campaign this holiday season can set them apart from the rest of the market.

This may be the year we move away from traditional magazine, TV, and newspaper advertisements and into the realm of social media advertising.

Google Wave

Google is working to integrate e-mail, instant messaging, media sharing, social networking, document creation and entertainment into what they call Google Wave.

Google Wave is Google’s next step in online innovation. This tool could change the way the Internet is used today by combining everything into one web application and computing platform.

Google Wave combines real-time communication and collaboration. It can be used as a conversation tool and a document.

People can use Google Wave to talk and work together using richly formatted text, photos, videos, maps, etc. The Wave not only can be used on computers, but it can be applied to phones as well.

This tool essentially has the power to eliminate the social networking sites used today, because it will combine all necessary tools into one web application.

Google Wave can add tweets to Twitter accounts, automatically add links to blogs or messages, translate text into 40 languages, and update blog pages.

This is a useful tool for the work environment. Employees can work on editing a document at the same time, update meeting agendas and chat under one application.

The best part is it all happens in real-time.

Technology continually makes things easier to use and Google Wave is the future tool that can merge multiple communication outlets into one and allow users from all over the world to communicate together under just one application.

Six Flags fights back

Rather than slowing down, Six Flags is focused on reconstruction and moving forward since filing for bankruptcy in June.

Six Flags is utilizing icon, Mr. Six and new media outlets to help the company overcome bankruptcy.

Mr. Six was brought back, because he is a brand icon that is associated with the theme park.

Six Flags found sales declining after they ended promotions using Mr. Six. Marketers realized people had strong opinions on his character, whether good or bad, that kept them talking about the company.

Six Flags is utilizing social media and e-mail to assure their market that despite claiming bankruptcy; it is still business as usual.

They are using the poor economy and the idea of staycations to benefit their parks. The decrease in vacationing helps Six Flags remind families that they offer a day of entertainment, at a great value and close to home.

Using data collected from consumers as they entered and exited parks, Six Flags found that people following them on Twitter and Facebook were their loyal customers.

After getting their message out through social media and e-mail, the company plans to come around with their traditional advertising and sales promotions to sell the park.

It is perfect timing for Six Flags to promote their message and win back customers by using staycations to their advantage.

Mr. Six is essentially the mascot of Six Flags and his role will help consumers reconnect with the company, but they must send the message that they offer fun without the high prices of vacations.

This is the advantage Six Flags has over destination theme parks and if they market their message well they could gain back an enthusiastic market.

Vampires help sell cars

Volvo is hopeful that partnership with The Twilight Saga: New Moon will help increase car sales.

Volvo created a contest based off product placement of their Volvo XC60, vampire Edward Cullen’s car choice in Twilight, to increase car sales for mothers with teenaged kids.

The contest allows participants to win a chance to attend the premiere of New Moon, meet members of the cast and win a Volvo XC60.

Fans must sign up to participate in the contest. The goal is to complete six phases of questions in order to unlock the final puzzle. The first person to solve to puzzle wins.

Volvo is using a variety of social media outlets to reach their teenaged target for this contest. The contest persuades participants to use Twitter, Facebook and MySpace to share hints with each other.

The Twilight movie targets teen girls and Volvo wants their message to be transferred to the moms who drive their teenagers around.

The use of social media, product placement, and contests will work well to reach this teenaged audience. Unfortunately, this will probably help increase sales for the Twilight movie more than it will help increase sales for Volvo.

It is doubtful that a mom watching Twilight will consider buying a Volvo just because a teenage vampire in a movie drives the same car.

If anything this approach will help increase Volvo’s recognition, but do little to actually drive consumers into dealerships.

Verizon still interested in iPhone

Despite Verizon’s recent advertisement criticizing the iPhone, the company says it is still interested in partnering with Apple.

Starting a war with the iPhone is not a typical way to express interest in collaborating. Verizon set a clear separation between their products and the iPhone through their “Everything iDon’t…Droid Does” campaign.

Verizon’s chief executive, Ivan Seidenberg discussed interest in having Apple as a partner, but said the decision was in Apple’s court.

Verizon’s campaign attempts to illustrate the superiority of the Droid to the Apple iPhone. Verizon’s willingness to partner with Apple presents the image that Verizon does not have confidence in their own products.

The statement creates confusion and gives the false impression that Verizon will partner with Apple in order to save the company when their own products fall short of expectations.

Verizon is expanding their product line to offer customers the best options, which would typically make it acceptable for them to show interest in the iPhone.

However, Verizon gave up that right when they launched a campaign directly against the iPhone.

Verizon is undoubtedly trying to have the best of both worlds by marketing a product to compete against the iPhone, yet keeping Apple on the back burner incase they fail.

Verizon’s financial report shows they profit more without the iPhone than AT&T does with it.

Knowing this information, the company should have focused on one option and followed it through with confidence.

The inconsistent behavior makes them appear unsure of their products and will create uncertainty among consumers when choosing products.

iDoesn’t Campaign

Verizon’s teaser advertisement attempts to capture the attention of those skeptical of the Apple iPhone.

The commercial mocks the iPhone through a series of “iDon’t” claims about Verizon’s soon to be released new phone.

The commercial ends with Verizon’s main argument: “Everything iDon’t … Droid does. November.”

The advertisement leaves out crucial information that would help viewers understand the message.

Although teaser advertisements can be successful with the release of new products, Verizon is attempting to defeat an influential market contender.

Making a direct advertising hit against iPhone is a brave move by Verizon, which has not been attempted by any major company.

The problem with the advertisement is that it leaves viewers confused on what new product Verizon is releasing, what features it actually will have, and most importantly why they should purchase this instead of the iPhone.

Verizon made a bold attempt by listing all the troubled attributes of the iPhone, but some of those features are the reasons people choose the iPhone over its competitors.

The end of the advertisement leaves viewers in a videogame like scene and attempts to explain that this new Droid product will fulfill all the voids left by the iPhone.

What it really does is leave viewers void of any true answers about this new product.

The last scenes portray the Droid as a futuristic product, but really it looks like a commercial for a new alien videogame.

What Verizon should have done is list some iDo features along with all the iDon’ts to increase consumer’s eagerness for their new phone.

Then they should have ended the advertisement with a sneak peek of the phone and led viewers to their website to find out more information.

This campaign without a doubt fell short of its potential and did nothing to harm the iPhone’s market standing.

Facebook Fans

Adweek recently gauged brands currently using fans on Facebook to increase recognition. Many companies use Facebook as an integral part of their social media campaign. Creating a successful Facebook page takes more than just creating a home page though. In order to increase traffic companies need to give everyone a reason to visit their page.

Successful companies include: Old Spice, Coca-Cola, Skittles and Starbucks. Although Facebook is a free site, many companies struggle to increase traffic or create fans. The successful companies use paid advertising in order to draw attention to their Facebook page.

Facebook fan pages act as word-of mouth advertising, which is highly successful for many top brands. People trust their family and friends and the fan feature allows everyone to express their top interests in music, food, sports, clothes, and more.

Samir Balwani expressed the 5 Elements of a Successful Facebook Fan Page in his blog. His recommendations are to network with other platforms, create a resource, create contests that include participation, empowering pre-existing pages, and target the proper demographic.

Networking with other platforms increases the likelihood that people will notice your facebook page. Most people won’t just go looking for a company’s page they will stumble upon it through some other source.

Using your page as a resource can be helpful for companies that deal with technology. Consumers will visit your page if they know they can find useful information to help them with their problems.

Contests are a great interactive way to increase traffic on Facebook pages. They are also a way to draw customers into your store or on your Web site.

An example of using pre-existing pages is when Coca-Cola brought the creators of their own Coca-Cola fan page to tour the Coca-Cola facilities. This showed that Coca-Cola appreciated their support and it increased brand enthusiasm.

Targeting the proper demographic is one of the most important steps to recognize. Not every brand or company should use Facebook. Some companies are targeting a demographic that will not use Facebook. No matter how hard these companies try, they will never increase their fan base through this source.

Facebook fan pages work as an addition to a social media campaign, but they don’t stand well on their own. With the help of other outlets, Facebook pages can help increase interest in companies and create brand awareness.

Did You Tweet Today?

I realize Twitter is not a new social media outlet anymore, but I am guilty of just recently discovering what Twitter is all about. I know I am not the only person confused by the quick success of this fascinating new way of staying updated on people, news, companies and of course celebrities. My curiosity finally got the best of me and I signed up for my very own Twitter account. Now I can finally uncover what the hype is all about.

I am not interested in the friend-to-friend social aspects of Twitter. However, I am interested in how companies are using Twitter to reach their audiences.

I decided to browse through some well-known celebrities, products and news sources to get a better understanding of how they use their Twitter pages. The page that caught my attention was oddly enough, Kim Kardashian’s.

It was her tweet, “I started the Extreme Burn Quick Trim!” that immediately had me hooked.

This was not her only tweet about Quick Trim, so I decided to find out more. It turns out Kim Kardashian is one of the sponsors for Quick Trim diet products. What a great advertising technique for Quick Trim. They not only have a celebrity endorser, they are also reaching the public through Twitter.

The way Kardashian implements tweets about Quick Trim is seamless. Any average person would believe she just found a product she likes and wants to share that interest with the world.

This is what advertising is about and Quick Trim has taken product placement to a new level. Consumers can fast forward through commercials, skip magazine advertisements, and quickly spot product placement in movies or TV shows. Implementing products into Twitter tweets is a creative way to increase brand awareness without appearing like the company is pushing the product.

Word of mouth is one of the most effective ways to not only increase brand awareness, but to create trust in a brand. People look to celebrities, friends, and family for advice on what products to purchase. Twitter is basically handing companies a way to use word of mouth to reach their desired market.

Quick Trim is not the only company using Twitter to access their market, but implementing their brand through a celebrity on Twitter is quite creative. I thought I would never say this, but I think Twitter may be on to something.

Give up Yahoo!

Yahoo’s attempt to recreate their image has led to a less than spectacular television commercial. Yahoo is bringing back its signature yodel in its new $100 million advertising campaign, but the brand may only be leaving consumer more confused.

Yahoo’s one-minute commercial hit the air today as a part its “Y!ou” campaign. Through these advertisements Yahoo wants to emphasize all the things they can do for you.

I give Yahoo credit for attempting to stand out in their market, but their first advertising attempt with “Anthem” fails to impress. The commercial is colorful and fun, but I know nothing more about Yahoo than I did before. Congratulations to the art directors for putting together a beautiful commercial, but too bad the message is not received.

The “Yahooo!” yodel may have worked at one point for the brand, but now consumers have moved onto better search engines and email providers. When your competition includes dominating forces like Google, you really need to wow consumers with your advertisements. I doubt this commercial is going to have anyone running to their computers to check out what Yahoo has to offer.

The commercial didn’t have to take such a spin in the wrong direction. They simply could have shown how all these great aspects of life are now available on Yahoo. They should have taken tips from Apple and actually shown their product in use at the end of the commercial.

Some brands can get away with not showing their product, because their ads spark consumer’s curiosity creating a call to action. Yahoo needed to show their new features in order to help consumers distinguish what they have to offer that is unique.

I can see where Yahoo was trying to go with this commercial, but they failed to tie together all the loose ends. Hopefully their other advertising techniques will help pull together this confusing campaign, because as of now I say give up, your competition wins.