My corner of the world at DigitalSherpa
As a Social Media Intern (and Millennial), I have always been fascinated by the power of social media and its effect on marketing, self-esteem and the influx of Twitter followers Kim Kardashian gets after posting a selfie. But today, let’s just focus on that “marketing” bit.
Interning at DigitalSherpa has given me the opportunity to see just how effective social media is to marketing a client’s product. This experience has allowed me to explore how a brand’s social media strategy affects consumer responsiveness, as well as knowing the importance of a client’s target customer.
These days, most companies measure the success of their products’ marketing by how many Facebook “likes” or retweets they receive. However, as I’ve learned from my time with DigitalSherpa, those numbers mean nothing if that brand’s consumers can’t relate to the product.
A great example is Taco Bell. Taco Bell has one of the most effective social media strategies to date; it truly understands its target consumer. If I had to personify the company’s Twitter feed, I would say reading it is similar to what I imagine having a dinner party with Jennifer Lawrence would feel like; it’s an experience dripping in sarcasm, dry humor and tacos. Taco Bell, according to CEO Greg Creed, is a “Millennial edgy brand” and therefore, should have a strong, fun relationship with the Millennials of the world. Having the interactive social media presence it does is imperative to the participation of Millennials in the Taco Bell brand. Consumer participation is important; not only for gaining new customers, but for retaining the ones they already have. By coupling their knowledge of their target consumers and the execution of their social media marketing, Taco Bell is #winning.
DigitalSherpa has shown me importance of using insights and research to connect with a client’s target consumer. So while I might be able to post about Taylor Swift’s cats for a Millennial client, this might not work for a Baby Boomer.
I’ve seen first-hand that doing the proper research can generate highly positive feedback from both the client and their consumers. Companies want consumer responsiveness, and consumers want to feel included by a brand they support and trust. During my time interning at DigitalSherpa, the biggest takeaway in social media I have is this: When it comes to social media marketing, it’s vital to have a relatable online voice and message, but it means nothing unless you know who you’re talking to.
