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Social media marketing is a tool for generating exposure and engaging with customers. It is not an advertising vehicle or for client retention.
Brands should undertake social media as a means to be part of a broader conversation with customers and potential customers. It is one of several marketing tools and dovetails with the other elements of the marketing mix. It is being used to amplify the brand’s marketing message: it provides another platform for broadcasting but also, importantly, offers a means to obtain feedback from customers. Interacting with customers on social media cultivates mutually beneficial, stronger relationships, which can influence brand loyalty and customer satisfaction.
As journalists are also frequent users of social media to source their stories and generating their article ideas, ECAT Online advises all its clients to use social media as an efficient way to reach the media and further amplify the reach.