The Brand-Influencer Relationship

Unlike before, when social media marketing success meant the number of 'followers' or 'fans' amassed, today's marketers know that influencers are imperative to a brand's success online. According to a study by Meteor Solutions, 30% or more of a website's actions are determined by influencers. These influencers, who are thought leaders and industry experts, can have significant impact on a brand's reputation and even affect bottom line sales. A smart marketer, who knows the power of influencer marketing, is investing considerable time in finding these brand advocates, engaging with them and establishing a strong brand-influencer relationship. Why are online influencers so important to a brand?

• Consumers, who heavily rely on ... Read more...

Winning the Social Media Race

From manufacturers to dealers, the automotive business is embracing social media just as fast as any other industry out there. For the US automotive industry, which has been on a roller-coaster ride since the last few years, social media seems to be the light at the end of the tunnel. With active vehicle buyers more than willing to follow a brand on Twitter or checkout teaser videos of the soon-to-be-launched car, auto makers have found a low-investment, high returns solution to their marketing problems. Much before the other brands could catch up, Ford, considered to be the poster child for auto makers, made it very clear that social advertising is no longer a fad ... Read more...

The Challenges of Tweeting

The innumerable social media guide books out there typically advice brands on everything they need to know in order to survive and succeed in the digital space. Although they are usually very comprehensive and cover the basics, we strongly believe that every networking channel is unique and has its specific list of do's and don'ts that need to be followed. Online marketers focusing mainly on YouTube for instance, will have a completely different set of guidelines from marketers that primarily use Twitter or Facebook. Social media is a double edged sword; while the benefits are many, online marketing has not been without its challenges. In the case of ... Read more...

The need to balance your social media mix

In 2010, industry experts predicted Facebook to see exponential growth in the years to come; and rightly so. Facebook saw its active user base (outside the US) grow by over 19 million in just four months (October 2010-February 2011), signaling that the networking giant was clearly the king of social media. Predictions for Twitter indicate that it will have a steady 2011, while LinkedIn is expected to witness strong growth in the next five years. According to eMarketer, in 2012, 88% companies in the US will use social media tools for marketing purposes. This brings us to the question of what social media tools are ... Read more...