social butterflies.

In this day and age, we’re all somewhat of a social butterfly, thanks to the two social media giants that we all love so much: Facebook and Twitter. These two platforms truly are giants, and as the two most popular social platforms in the marketplace, they offer users valuable, but vastly different social experiences.

Facebook is the social site where users go to connect with friends and family members, connect with acquaintances, RSVP for events, support causes, “like” pages, post pictures and videos, share content, find hilarious memes, and keep up with the world in nearly every way imaginable. It’s also a place for businesses and organizations to disseminate information, build cause-campaigns, engage with consumers and fans, listen to trends, augment brand awareness, enhance brand perception, and Facebook has integrated every aspect of life, and has created a digital version of our communities – local, national, and global. The following infographic characterizes this idea:

Facebook Stats1

This infographic comes from an article entitled 13 Mind-blowing Facebook Statistics.

Follow the link to learn the other 12!

With obvious reason, the size of Facebook alone makes it an incredibly valuable tool for marketers. Consumers are constantly accessible, and conversations are no longer one sided. Where brands used to communicate to the silent masses, the masses are now given a voice to communicate back. Facebook exemplifies 699 million voices, all of which are engaging with each other and with the brands they support on a daily basis. And the site continues to grow as well. In just the last year, Facebook has grown in the following ways:

Facebook Stats2

Facebook is all about engagement. Connect with others; share content; post content. However it’s used, it’s all in the name of connectivity. So, how do you use Facebook? What can brands do better to make you, the consumer, feel more valuable and more engaged with them on this social platform?

—–

Now we turn to Twitter, which is equally embraced by our digital marketplace. Just as Facebook is about connectivity, Twitter is about information gathering and dissemination, and engaging with other information creators. The concept of the hashtag and the retweet speak directly to this idea, making information gathering even more simple through specific searches and tagging, and information sharing happen in the time it takes to retweet. With over 465 million Twitter accounts, and 175 million tweets per day, the potential that brands have to share and connect with consumers is enormous. What kind of content makes consumers willing to engage, favorite, or retweet? Check out the following infographic.

Print

Just like Facebook, Twitter is also a social site that bridges national boundaries and connects people across the globe. Actually, Twitter has even more relevance in our global culture, from my perspective. Take a look at the following Twitter statistics that really highlight this global nature:

Twitter Stats2

In 2011, co-founder of Twitter, Biz Stone, talks about the intent of this social platform. He got to a point when he realized “‘this was not just something in the Bay Area for technical geeks to fool around with and to find out what [they’re all] up to, but a global communications system that could be used for almost everything and anything,’ Stone says.”

—–

He continues to say

“People all around the world are realizing that we’re not just necessarily citizens of a particular state or a particular country, but citizens of the world. And this is a growing feeling, and I think that the Internet and social media tools are making the world a smaller place and allowing us to feel this empathy.”

This very truth is what makes our digital marketplace so exciting, and so valuable from a marketing perspective. Regardless of which platform you prefer, we are growing into a global world where we can connect and share. These social giants have transformed and continue to transform how we communicate; each makes our world seem bigger, making everyone accessible to everyone else. They also make our world seem a little smaller, too, instilling a digital sense of community and connection.

Advertisements

vendor to vendor.

market vendors

My analogy continues:

Just as a marketplace is made up of various vendors, the Digital Marketplace is comprised of “vendors” as well. Thus far, we have mentioned social media, photo/video-based media, mobile marketing, mobile app creation, blogs, mini-blogs, bookmarking sites – even though, a multitude of others exist.

Take a look at these two images that illustrate my thought:

The vastness of this seemingly unending list of new and evolving digital vendors leads me to discuss the idea of consistency. How do brands maintain consistent representation across the board? Carefully and strategically, I would assume. Brand management, as I’m quickly learning, is a multi-faceted task that involves effective communication, brainstorming, and execution from various brand representatives. While it was a relatively easy task to maintain brand consistency using only traditional media, the new and emerging media in our digital age require a much more stringent approach.

An article I read this week for class affirmed this notion that a brand’s presence is everywhere. Whether marketing a product, service, person, idea, or concept, the message conveyed must be consistent. The representation via web site must translate to the logo, the sales people, the promotional materials, the mobile screen, the email layout, and any other digital representation of the brand itself. It has to be integrated, otherwise, a consumer will lose faith and loyalty to the brand.

What can we do to reach true consistency? Let’s consider these four ideas:

brand consistency

It’s a lot of work and takes a lot of careful monitoring. But when you want consumers to keep coming back and visiting your presence among the marketplace, it’s worth it.