It seems counter-intuitive that tech firms have been some of the slowest to harness the power of social media in their marketing. Traditionally their marketing was limited to print and television advertising. What they have realized over the past few years is that the consumers using their products, gadgets and software are the ones who make the most effective ambassadors for their brands.
An effective tweet, video or product tip can go viral and spread their message in ways that traditional advertising cannot. Add in the fact that social media is a cost-effective method of marketing and it’s a home run for companies looking to spread goodwill or announce new product offerings. The most effective social media marketing campaigns use several different platforms and cross promote on all of them. It results in big bang for their marketing buck.
Let’s take a look at some ways that tech firms are effectively using social media to build relationships with their customers and market their products.
Twitter is the perfect platform for sending out brief tips for product use, highlighting product features and announcing product launches. Using Twitter to promote upcoming live events and conferences builds excitement and is an effective way to reach thousands of potential attendees quickly.
Check out the Apple Support Twitter feed and you’ll see how their consumers interact with the page, retweeting and sharing their product tips and announcements and openly expressing their needs and wants (sometimes in an entertaining way). IBM uses Twitter to announce partnerships with other companies and to highlight companies that use their cloud solutions. This serves to build desire for their B2B products and sets them apart as a leader in the industry. Samsung does a great job posting product features, highlights from promotional events, and stories about how technology is improving lives. This goes a long way in garnering goodwill for their brand.
Facebook is arguably the most “social” of all of the social media outlets so tech firms take a different approach when posting content there. It’s a place to build relationships so by inviting consumers into their tech world and giving them an outlet to share the ways they use the products, it adds an element of immediacy and intimacy that can result in a huge following.
Samsung Mobile is an excellent example of this. They use their Facebook page to interact with consumers in a humorous and aspirational way that positions them as a lifestyle brand, not just a tech brand. Their posts are a mix of tech how-to and relatable content that helps the user see themselves using their products in their daily lives. They get an A+++ in engagement and in responding very quickly to their followers’ comments.
Microsoft’s use of Facebook shows that a business page is most effective when it’s not really about business. They use this platform to highlight how their products and technology are being used across the globe to improve people’s lives. Inspirational stories about how technology is changing the lives of underserved populations and those with disabilities shine a light on the good that Microsoft products are doing in the world. People connect with these stories and they are the kind of content that Facebook users love to share.
Dell uses their Facebook page as a means of customer support. They have a tab on their page where customers can look up their order status and contact tech support. The risk of having a social media channel is that consumers will use it as a platform to discuss frustrations and technical issues. By having the customer support tabs right on their Facebook page, they are easily able to direct customers to the proper channels to field their tech issues.
LinkedIn offers a platform for professionals to network with each other and with businesses. Tech firms that use this outlet successfully know that LinkedIn users want content that is industry-related. LinkedIn is where professionals go to search for career information and new opportunities. Many tech firms have well-organized and visually pleasing profile pages where the focus is on highlighting the company as a great place to work, where innovation, creativity, and top-notch skill sets are prized.
IBM uses their LinkedIn page to not only post product updates, but to laud their employees for achievements in research and development. They showcase the company as a place where employees work in creative settings doing work that is making a difference in the world. Their employees have an opportunity to do community service abroad. These stories as well as those about internships and educational programs position IBM as an employer of choice for young talent.
One of the most powerful features of LinkedIn is the use of groups to allow like-minded individuals to network and collaborate. HP has a group set up to engage with users, build community, raise brand awareness and facilitate connections between group members. By requiring users to “join” a group, there is a sense of exclusivity which fosters brand loyalty.
This should give you some ideas for your own social media campaigns. Wishing you much success and tons of shares and followers!
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