The digital acceleration corresponds with an information hunger that looks like it cannot be stopped. Everyone is willing to know what happens in real-time, in every other place in World while sharing data about what’s next to them. Not only know, but also see, hear, and have everything live.
Live social sharing vs. user-generated content
The new trend of live videos and live social sharing is increasing the chances to have a higher quality of user generated content. In addition, if you’re encouraging your customers to share their experiences with your brand throught a smart campaign, you’ll increase engagement too.
However, the posibility of sharing reviews in real-time has already created situations without precedent like instantly ruining a brand with a simple tweet. As a response, there has been created a service which is called ”online reputation mangement” and which is able to protect your business from situations when no one knows what to do. But should we really fear the power of the omnipresent user? The answer lies in the type of marketing you’re practicing. As long your first rule is transparency, you have no reason to avoid a close connection to any type of audience.
On the other hand, there are lots of marketers who build their campaings with one single voice in mind: the brand’s voice, but the time when the audience was a silent mass is gone. A smart strategy is actually ancitipating the customers’ response. And, for making easier to hear them, now we have apps.
A well designed app
The smartphone technology is continously changing the way customers interact with brands. Nowadays it is not enough to have a website to present your business, it also needs to be responsive and sometimes, you’ll also need an app and… there are lots of benefits in investing in building app. First of all, downloading a mobile application is already a first commitment so you can create a group of engaged followers. This way, you’re sure that everyone who downloads your app is sensitive to your messages, your products and services. Being directly present on the smartphone of your audience is already a huge plus!
Moreover, synchronizing the application with social networks facilitates content delivery. At any time, users can share your content with their network, thus giving your brand more visibility and, thus, helping you find new customers. However, there are also many failed campaigns which invested lots of money in unuseful apps. For this reason, before building an app for your app, you need a great app designer and a very smart strategy.
Risks of embracing live social sharing
Paradoxically, old companies are more likely to embrace innovation while startups are usually looking for some tested solutions and marketing directions. However, brands need to look at a holistic view of the gains of changing their social marketing strategy.
The idea of letting users to see your backstage scenes, to see you live, designing their shoes can be scary for a business owner, but for the moment, it can be the best marketing strategy. Moreover, investing in a mobile app which allows your brand to be „omnipresent” too and that’s a wonderful challenge of the modern marketing.
So, once again, are there any risks in embracing total transparency? We think not, if you’re fair with you’re customers and if your brand promise fits with your product quality.