Social networks are an effective and inexpensive marketing tool for many brands. On the other hand, if you are selling drilling towers or high-tech medical equipment, a Facebook profile isn’t going to help you find a lot of customers. Here are two questions to consider when deciding if your brand and social networks are a good fit.
- Are your customers on the networks? Social networks are perfect for marketing to young people and, increasingly, baby-boomers. However, if your target group is older, highly specific, or has a low Internet penetration, social networks might not be the best way to reach them.
- Can your product inspire passion? Brands that become popular on social networks are often status symbols or represent a certain lifestyle; for example, luxury cars, expensive fashion accessories, cutting-edge electronics. People want to interact publicly with such brands in order to make a statement about themselves. B2B products or low-cost consumer items such as chewing gum are less likely to be successful on social networking sites.
