Marketing and strategies company Razorfish has released a report this week about brands and their success rate when it comes to online social media marketing. The report, titled Fluent: The Razorfish Social Influence Marketing Report, mentions a survey conducted by Razorfish brought some disarming news, stating that about 33% if consumers aren’t connecting with brands online. Razorfish identifies this group of online users as an untapped market, and as a growing opportunity for social media marketing.
In order to first outline the ways in which social media marketing is currently effecting consumer relations online, Razorfish designed the SIM Score. Standing for Social Influence Marketing, the SIM Score breaks down various aspects of a brand’s online campaign, looking at its targeting methods, its ability to tap into certain resources such as key influencers, and other forms of social advertising in order to devise a brand’s SIM Score. From here, a brand can gauge where they stand in the grand scheme of social media marketing.
Based on Razorfish’s findings through its survey and its subsequent SIM scoring technique, Razorfish’s Fluent report hones in on some of the more successful methods for brands to consider when deploying their social media marketing strategy. Not surprisingly, everything boils down to engagement.
It’s a lot of the common sense stuff we’ve been hearing for the past year or so, as social networking platforms have empowered and emblazened the consumer demographic to control a brand’s public perception to a large extent. Engage consumers online and you’ll not only learn from their complaints, praises and recommendations, but you’ll be better able to run damage control and customer relations as well.
As we approach the era in which there is data to back up all this talk, we’re seeing several reports emerge as a result. Earlier this week WetPaint also released its report on how it’s determined a social media marketing score as well. But in the end,how does Razorfish suggest that brands employ a successful social media marketing strategy?
It’s not enough to just point out what’s going wrong with brands online, or which brands are doing a good or bad job with their own social media marketing campaign–additional insight and instruction are the natural conclusions for such inclusive reports like Razorfish’s. And the Fluent report does offer several pages of helpful tips when it comes to social media marketing. Razorfish emphasizes actionable items, a well-thought strategy and the ability to engage influencers for a trickle-down effect. If you’d like to download the report, see here for more details.