Believe it or not, we're past the phase when brands were working to justify their presence on social media. We're no longer asking, "Why do I need to be on Facebook?" or "Do I need to have a presence on Twitter, too?" Most brands have finally embraced social media -- they've created accounts, posted content, hosted promotions, and really worked to build an online presence through social networks.
But there are some brands that haven't hopped on the social train, and it can be argued that they should. Even more brands have snagged their URLs on social, but just aren't cutting it. These brands are anti-social, meaning they either don't have a social presence at all (and it doesn't make sense!) or they have a social presence, but they're not using it the way it should be used -- to build and grow relationships with their customers.
And I'm not talking about little guys; I'm talking big, awesome brands that have no excuse not to be social. Life is full of surprises, and I'm certainly surprised (and you should be, too) that both Trader Joe's and Apple aren't even on social media.
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Andrew, you will find little cross-sectional correlation. You will find more correlation for the same brand over time as I have using marketing mix modeling that does a better job of modeling social media as an amplifier of traditional media
@Joel, that is interesting to hear about the coffee brands. What do the sales numbers say relative to the social media presences or absences? Have you been able to correlate sales to their efforts? I am always interested in learning more about how to map ROI to social media. Thanks!
teaching social media at NYU, I actually use Maxwell House and Folgers in stark contrast to Starbucks, Dunkin Donuts and Keurig as an assignment. Social media listening reveals how the cup o joe mojo has shifted from the big ad budget CPG brands. It's a really interesting case to dig into
Hi Joel! Thanks for the comment! I am certainly not arguing that Apple (or Trader Joe's) is not succeeding and that the reason is lack of social media. They absolutely are. But I do believe their business and relationships with their customers could be greatly enhanced by using social media. Thanks for the insight on Maxwell House! That's a great example.
ironically, Trader Joe's and Apple not being big in social media actually strengthens the case the other way, doesn't it, that perhaps social media is a "nice to have"? I mean are you arguing that Apple is not succeeding and that the reason is lack of social media? the brand you should single out is Maxwell House...the number two brand of coffee but it doesn't even show up on the first page of search results for the word "coffee", which, BTW, is a much bigger problem as they are throwing away 16 MM free impressions each and every month in the US via Google search alone (last time I looked)
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