These days, you can’t do an advertising pitch to a potential new client without including some soshul meeja, innit, content.
So the copywriters and art directors come up with all sorts of cool and groovy uses for Facebook, Twitter, Vine et al and, depressingly often, an App relating to the client’s product or brand (which, needless to say, never gets made).
The problem is, in the real world social media isn’t an advertising medium, it’s a PR medium. Companies that recognise this crucial distinction are able to use social media effectively and very cost-efficiently.
That’s because they realise that, exactly like ye olde media like newspapers, the most effective place for your sales message is in editorial.
Editorial is the stuff people WANT to read. The stuff that gives them useful information or entertains them with gossip. Ads are what people do their utmost to ignore.
So when you try and shoehorn your advertising campaign’s messages and tone of voice into social media it just screams I AM ADVERTISING PLEASE IGNORE ME.
Advertising people don’t understand PR. (And, to be fair, most PR people can’t do decent advertising, either.) Advertising people generally think PR is something that’s done by airhead toffs called Giles and Camilla. And that it’s easy. And somehow less important than advertising.
Get your new product into some editorial, because it’s relevant, interesting, entertaining, and you get a million times more bang for your buck. (Well, perhaps not a million, but a PR person will give you the actual data.)
Effective Twitter campaigns provide a constant stream of useful information. Be it recipes, links, tips and techniques. Nobody will re-tweet your, oh-so witty, ad campaign headline.
Ditto Facebook. Sure you can drag people to your Facebook page with an offer or promotion. But don’t be fooled into thinking bribing people to Like you has got anything to do with effective use of the medium.
Get some important journalists or opinion formers behind your brand, however, by using social media properly and you’re suddenly on a different planet results-wise.
Which is why clever clients, and clever ad people, know that it’s the PR agency who should be running their Facebook and Twitter activity. Not the ad agency.