I’ve been thinking about the state of mainstream integration of social media in advertising for some time now. I’m disappointed at the current state of advertising social media assets because these brands could be doing so much more to engage their captive/costly audience.
It takes more than a Twitter or Facebook logo to do social media marketing.
While no advertiser is free from criticism in this respect, I will make an example out of Discount Tire. In full disclosure, I am a happy and loyal customer of Discount Tire, but this aspect of their ads have disappointed me because I realize the cost of these ads and the costs (and ROI) is passed onto the consumer.
This is the last frame of the commercial. No, there was no other copy or voiceovers that explained how to Follow or Like Discount Tire:
On the plus, I am glad Discount Tire has directed people to their website. Great. Some brands don’t even do that, especially when their goal is to generate sales and their website designed to conduct ecommerce.
However, I can’t help but question the fact that they have no intent, purpose or even direction around the Twitter and Facebook logos. Unless viewers work in advertising, marketing, PR, they do not know how to find your brand in social media. Don’t make viewers think – make it easy. Show them.
A naked Twitter or Facebook logo is not enough.
Ultimately, it depends on their social media and local market strategy. See, Discount Tire is a national chain, but could perform well going after local markets and as such their social presence could follow the same. (Though I’m not a fan of brands that localize their social media offering, it’s still plausible.)
As I shared in delight of QuikTrip’s Facebook promotion in their restrooms, you need to have a social call to action and play people’s social intent.
Suggestions to promote your social media assets in advertising:
- Provide the URL to your social media assets.
Example: twitter.com/DiscountTire or Facebook.com/DiscountTire
- Make one call to action tied to a social cause.
Examples: “See what other customers think about us,” “Download our summer tire shopping guide on our Facebook,” “Follow us on Twitter to receive limited offers”, “Enter our sweepstakes for chance to win a set of Michelin tires”
- Put some skin in the game and invest in your social media efforts and have all parts of the business be aware of it.
- Don’t bury social media in your ad. Do it big or don’t bother.
I find this is sound advice if you plan to advertise your social presence because you give people reason to follow/fan the brand, a reason to engage and you can set expectations for them to follow you.
If you’re about to send a direct mail piece or thousands on a TV ad and feel comfortable advertising Facebook or Twitter without a business reason, then that’s your call.
I hope Discount Tire considers this feedback for their next round of advertisements.