Social media has turned our fundamental understanding of “marketing” and “advertisement” upside down.

It has changed the way we think about connecting with customers and afforded us a number of new tools to do just that. So what exactly has changed?

Personality

The idea of the big gray company has been shattered. Being an unreachable, distant, better than you, entity is no longer sustainable.

Instead, consumers want to talk to a company representative like they would a friend. They expect multiple points of connection, each offering something unique.

Targeting

Because of the digital aspect of social media, campaigns can be extremely targeted. Determining social profiles based on the site’s demographic, or writing a specific blog post for specific readers is an example of how to target a campaign.

This is different from the old model of buying ads and hoping the right demographic is hit. Consider how much money is spent buying a Superbowl ad. With that capital, a brand could afford a truly fun and long term social campaign.

Track and Test

Similar to targeting a campaign, because of the metrics available, many aspects of social media can be tested and tracked.

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Keeping data on blog posts, messaging, and all other aspects of a campaign, can help a brand fully understand and estimate what to expect from a strategy.

Unlike offline promotions and advertisements, many of social media’s metrics can be tracked in real-time, allowing you to make changes on the fly.

Commitment

Many people are afraid to let go of online and offline advertising because of the short-term work involved. Create an ad campaign, do the research, and then let it free.

Social media is a stark contrast to the old marketing model. It requires a long term strategy and a high level of commitment. You better be continually using social media profiles and interacting with your consumers, or they’ll forget about you.

If you’re going to disappear from the social space one day, it probably would’ve been better if you never entered it to begin with.

Involve Everyone

When a brand begins to explore social media, it’s not a departmental concern, but instead affects the company as a whole.

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Marketing the brand is no longer the sole responsibility of the “marketing” department; but will incorporate everyone from customer service, product development, and even public relations.

For many brands the decision to engage in social media will require a major paradigm shift in their understanding of company organization.

Requires Something New

On the web, content is king. Well, that’s not entirely true. Creative content is king.

The truth is that there is so much information out that that consumers are always looking for something new, creating, or exciting to grab their attention.

Where once you could emulate successful case studies; now, brands are forced to think of something different that connects with their customers and engages consumers.

Money Does Not Always Equal Results

Until recently, in the world of advertising, the more you spent on ads, the greater your immediate return. In social media, that is not the case.

It’s correct to say that the more resources you have available, the more likely you will see a greater return. But your campaigns and promotions need to be exciting too. Money is not the only factor anymore. You can spend million on social media, but if your idea is boring, no one will care.

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Whether or not you current connect with your consumers online, you should be preparing by putting the processes in place. You may not plan to engage in social media marketing now, but you never know what your consumers will do to force you into the social space.