A marketing campaign that lacks consistency across channels is going to be mediocre at its very best. At its worst, it will be an abject failure. How can a marketer expect to stay top of mind if they aren't saying the same thing in the same way in different channels?
For offline and broadcast channels, it takes some thought and planning, but careful execution ensures that the messaging stays on target. But when the campaign leverages social media, suddenly it becomes significantly more difficult. The intrinsic nature of social networking means that the marketer is letting the consumer dictate the messaging, and necessarily, relinquishing any control. How, then, does one ensure that there is consistency across channels? What is the best way to drive the conversation in the right direction?
While social networking can be risky, it's never a lost cause if the right steps are taken. Choose the appropriate social networks to publicize the messages. Tailor the messages to the particular channels. Identify themes that will persevere regardless of the audiences. Finally, try and find combinations of social channels that are complimentary. With a little careful planning and diligent thought, a social networking campaign can reach across channels and stay consistent.
These things aren't easy
The challenge of social networking is that once the message is out in the wild, it can be very difficult to keep things under control, never mind consistent. Formats vary wildly, from Twitter's 140-character count to MySpace's formatted page. User feedback will change based on the platform, how the brand reaches out to them, and how the message is propagated. Controlling it can be nigh impossible, even under ideal circumstances.
Some platforms provide controls to moderate conversations, but these are dangerous waters. Marketers must be forthright about manipulating the dialogue, or risk seeming inauthentic and untrustworthy. This is compounded by the fact that the different channels employed may provide different controls, and therefore expose the aspiring editor to risk.
If campaigns are thematically consistent, then it becomes easier to manage. It's all about setting up correctly in the beginning, and then letting it go. The best analogy would be giving a roomful of preschoolers coloring books and crayons. If the kids all have the same colors to work with, and the same coloring book, the finished products will all be wildly different, but still retain some consistency. On the other hand, if the kids have blank paper and all the colors in the box, everything is going to be different.
When planning a foray into social networking, it's crucial to understand how it differs from traditional marketing, and work diligently to set parameters and educate internally.
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