Social media and web-based platforms function differently than “traditional” marketing/PR platforms. Perhaps the differences between digital and other forms of communication is something that some leaders are hesitant to acknowledge because the dramatic changes hearkened by the digital revolution might suggest that years of experience are somehow suddenly less relevant.
Why IS marketing and communications on social media and web-based platforms so different than marketing on NON-web-based platforms? Why don’t the same rules apply as they have for decades?
Indeed, marketing is still marketing. But times have changed (and are rapidly changing). The importance of social media in an organization’s business strategy is undeniable. We have a new platform that didn’t exist in the past – and it has changed a whole heck of a lot about how organizations “do” Communication; perhaps because it has so drastically changed how the market views Communications.
Social media is more influential than other forms of “traditional” communication when it comes to spreading your message. To explain, reviews from trusted resources (including channels such as social media and word of mouth testimonials) have a value 12.85 times greater than paid media (broadcast, radio, and other types of traditional advertising). Therefore, there’s no amount of paid advertising that can realistically overcome a deficiency of earned media. Thanks to the real-time, public nature of the web, marketing and PR have been supercharged and we are now able to maximize this other half of the messaging model. Though this model has always existed, word of mouth tended to resist scale and relied largely on one-to-one or one-to-many interactions. The dawning of the digital age has introduced unprecedented scaling capabilities to many of our communications – where once we had Siskel and Ebert (two people speaking to many), we now have Rotten Tomatoes (many people speaking to many). Because of the introduction of scale – borne largely of digital technologies – earned media and reviews from trusted sources have never been so accessible, obtainable, contemporarily relevant, and critical for an organization to succeed.
Unlike largely “fixed,” static media such as print and radio, the mechanisms by which digital messages are delivered and the context within which individual members of the market receive these messages is constantly in-flux. Social media communications depend on rapid innovation, changing platforms, and evolving social mentalities that sink or swim in real-time. They require a strategic flexibility to succeed, and often necessitate experimentation in order to understand how to best reach particular audiences through online engagement. The classic marketing texts of the past remained relevant for decades because – arguably until now – organizations could have one spokesperson, they did have the time to prepare responses before meeting the press, and they could leave a lot more behind closed doors.
In essence, the world has become more transparent and people want to know more about the brands that they support – nonprofits included! In the past, organizations could often divulge only what they wished, but now organizations must answer straightforward questions posed on public platforms in real-time, or watch their reputation and consumer-base shrink. In short, this change challenges the way that many in the past have been taught to “communicate with the press.” In today’s world, organizations communicate directly with the public. And they need to be likeable and relatable.
Today, the real-time nature of digital platforms have made organizations accessible at all hours and in all situations. And the public especially utilizes these platforms during moments of crisis – the very times when organizations in the past may have been particularly grateful for the ability to remain silent as they got their PR ducks in a row. Moreover, organizations are expected to respond to inquiries on social media platforms in real time.42% of individuals using social media expect answers to questions that they ask online within one hour.
Many of the marketing best practices of the past are directly at-odds with today’s practices, and leaders who can evolve their own thinking may be the most successful in leading their organizations into the future.