Social Media platforms Twitter, Facebook and Google+ real appeal comes with the ability to engage directly with consumers. Brands don’t sell brands, people sell brands says an Advertising Week DC panel as they discussed advancements and advantages of each platform for marketers.
Understanding the authentic identity, not just demographics, is a key advantage with social media. Ryan McGarry, Facebook, says all the posts, likes, pictures and interactions on Facebook give marketers a better picture of users. Facebook is also partnering with Nielsen to gather additional metrics.
The Facebook developers can help organizations target particular audiences. Julie Eisman, Health and Human Services, reported on a tool to help them identify possible organ donors. Another tool helped them target users considering suicide with messages of places for help.
Brands want to spark conversations, and brands were on Twitter from the beginning says Peter Greenberger, Twitter. The Twitter advertising model includes promoted accounts, promoted tweets and promoted trends, which are a 24-hour buy on the homepage.
Google+ also helps marketers target people narrowly, adding value, staying power and relevancy says Tim Reis, Google. He touts using real-time hang-outs for interacting with consumers. Several brands created back-stage hang-outs around Fashion Week, where they posted updates in real-time. The NFL has a popular sponsored fantasy football league hang-out.
Reis commented on the intersection of social with search, which drives 5-10% more click-throughs. Marketers need to have a presence on Google+ to help their Google SEO. With many consumers using their mobile devices for accessing the Internet, Reis recommended a local strategy, as well.