In 2007, Twitter launched into the social media world. Following Facebook, twitter’s user-friendly interface and “micro-blogging” options provided people with a fast yet personal way of communicating with each other, celebrities and more recently, companies. Companies have taken full advantage of the websites’ sharing capabilities, which includes; pictures, videos, and constant written updates from social media managers. Although social media sites are being fully utilized, most companies seem to lack imagination, passion and quite ironically, communication with their customers. What started, as a creative and fun way to connect with their target market has amounted to a considerable measure of public embarrassment.
Twitter and Facebook are the strongest examples of present Social Media marketing tactics. Social media has enabled companies to include all aspects of Customer Based Brand Equity into their advertising and marketing. Given such an opportunity, companies have taken brand image to the next level and are attempting to give their brands a personality, in hopes of fostering communication between the company and the user. Has it worked? Is this too personal? How responsive are users?
Kellogg’s Frosted Flakes Facebook page has approximately 1 million likes which gives the brand quite an advantage in terms of heightening brand awareness and creating a recognizable brand image. Unfortunately, Kellogg’s status updates(see page), never garner more than 200 likes or rather, more than 10 shares. Kellogg’s attempt to develop a strong relationship with their customers has averaged to only 1769 shares since the page’s implementation to Facebook in 2010.
Large companies have focused a great deal on creating a relationship with customers but are failing to provide actual information that would help create brand knowledge. Social media managers have to find a more effective way of communicating with their target market, or social media might backfire on them. The largest downfall to social media marketing is the quick and almost instant consumer responses that spread within minutes of a single tweet or update.