It’s something that advertising agencies aren’t shouting about, but there is growing evidence that successful social media campaigns do not always need a promotional budget. In fact, the single biggest factor in making social media sites, like Facebook, Twitter and LinkedIn, achieve particular marketing objectives is time.
Time to understand the users, their interests and how best to build relationships – and trust. Time to join in online discussions, seek responses and ultimately to understand the audience. And time to track performance and learn from successes – and failures.
Facebook advertising
Facebook is making lots of noise – and did so at the IIA Congress this week — about its value to advertisers and how it can be used as an advertising platform to target particular audiences. The costs involved are so tiny that they might not feature on a media planner’s schedule. But there are lots of examples where brands have succeeded in interacting and building awareness with Facebook users – without parting with any money at all.
At AMAS, we put this to the test with the Ideas Campaign – and we know it worked. Read about how social media was switched on for this independent citizens’ campaign in the latest issue of State of the Net.
