Posner Advertising

Corporate branded content made up 73% of all social media campaigns in 2010 according to EMarketer. What’s more interesting is that companies with the highest level of social media activity generated 18% more revenue than comparable businesses with zero activity. What this essentially means is that now more than ever, having a social media strategy is a requirement for marketing success.

Most companies discount the importance of social media or use it primarily to pitch their products or services. What these businesses aren’t utilizing is the opportunity to really understand their customers.  Consumers today are more interested in information discovery and engagement. They find and gather solutions via the Internet, researching online within niche communities, specialized news sources and personal and corporate Web blogs. They enjoy sharing these solutions or stories with their friends and colleagues; and their friends and colleagues continue sharing these stories with their own social network. Branded content is not just an option for a business but now an expectation of the consumer.

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In today’s rapidly changing media environment, I have found that clients, peers, friends and just about every intelligent businessperson I speak with is interested in knowing or improving the ways that social networking can help grow their business.

I constantly hear questions and statements like:

“What should I budget for social networking?”
“Can I replace advertising with social networking?”
“I am building my entire brand on social media.”

Although most would like to hear that social media is the no-cost silver bullet for business success, it is not quite that simple.

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