helping brands make perfect sense of social media, from IAB UK’s social media council

Peter Kwong Senior Planner at Publicis Modem asks what should clients ask for…

As everyone looks forward to 2010 being the year of social media it has become more apparent that brands will be asking increasingly for activity that leverages it. But what should they be asking for, especially from their agencies? It is not common for clients to call up and say “ you know what I would really like to do an iphone app” or “we need a facebook page”. The question of why they want to do it should be one that we ask back.

Some brands can take to social media more easily, Burberry’s facebook page has 829,000 fans at the time of this post and their commitment to building on their loyal fan base has been seen as vital to their increasing growth. For many however creating such a following doesn’t come easily but can be built given the right platform and I would say the right idea.

Another choice quote I had heard that was asked of an agency was a client wanting a “meerkat” style campaign. We all know about the success of the Aleksandr Orlov the meerkat with 669,000 fans but it is idea behind this campaign that makes people want to engage with it not because it is on a social network. It’s the same reason why people share their runs logged on Nike Plus with friends and fellow runners because these are excellent ideas that engage, entertain and are useful to peoples’ lives. As a result they do a great job in building a connection between a brand and their audience.

I hope this will be the year of great ideas that come to life in social media and the one where we can encourage brands to ask the right question.

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