Social Media through the Consumer’s Mind

Posted by John H. Heinrichs

Dec 27

Social Media Marketing

SocialSocial_Media_Facts media marketing should no longer be perceived as the new wave of marketing. It is marketing. There is no longer a debate on whether a company should market through social media but how they should market through social media. Take a quick look at the infographic to see what I mean.

Customers find faith in companies that are currently using social media. They use this as a main tool. Think of social media as our (meaning the social media marketing generation) new phonebook. People may only use social media for fun, for business, or for both. The ability to reach people in all demographics through social media is a phenomenal tool.

We have all seen how an online post, video, or campaign can go viral. That alone should give companies the go ahead to use social media on a daily basis. The reward very much outweighs the risk.

The infographic (Infographic provided courtesy of illustrates that approximately 23% of brand marketers are still struggling to execute.  This can lead to a negative image of social media for executives of any company.  Social media is a free tool that all companies need to explore.

As a customer, I would like to reach out to these companies and give them a few tips that may lead to marketing campaign success.

1. Be Original

The first thing that stands out to me when I see a new marketing campaign is the originality.  I love seeing something that I have not seen before.  Don’t we all?  Isn’t that why our society loves seeing records being broken because it’s something we’ve never seen before, like when Felix Baumgartner jumps 128,000 feet from space?  And let’s be honest, this was a great marketing campaign that caused a huge amount of traffic for Red Bull who’s slogan is, “Red Bull, It gives you Wings.”  Could you think of a better portrayal than sending an individual to space to basically fly through outer space?

(Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights:

Having said that, a marketing campaign may not always be able to be that exciting, but why not?  A marketing campaign that stood out to myself, and caused me to buy their product was dollar shave club. Please view the video below and tell me what you think!

Official Dollar Shave Club Commercial - Razors for $1 DSC -

Bottom Line: A creative marketing campaign is a successful marketing campaign.

2. Interact with your customers

As a consumer to your product, I want to have the ability to interact with that company and what better way than social media?  Social media allows for casual conversation to showcase any kind of praise and concerns.  When something goes wrong, I love knowing that I have the ability to interact with the company whether it’s through Social Media, or through their website.  I have interacted with Chrysler, AMC Theatres, and ESPN to name a few.  The fact that those companies have responded, followed, or retweeted me has dramatically increased their brand in my personal image.  I think this approach may take some time to catch on due to the volume of interaction, but it will be the future of social media.  (Evolution of Response Rates on Twitter courtesy of SocialBakers.)


Bottom Line: We all enjoy conversation with a good friend so why not your favorite company?

3. Know who you are & know when to take risks

Too often, companies stray from their core values and try to do something that results in a negative impact.  As a customer, I like when a business knows its strengths and capitalizes on those strengths.  This doesn’t mean that a company should never try to expand its horizons, but if we all knew when to take the right risks, we’d all be millionaires!  Some old-school company executives may see Social Media as scary because it’s a new tool, but that is the wrong idea.  Focus on your brand and it will always work . Coca-Cola sticks to the polar bears, while Budweiser sticks to the Clydesdales. We instantly know these brands from these kinds of advertising campaigns.  Why not create a social media marketing campaign that is just as recognizable?


(Per Anheuser-Busch, the image is provided and approved for editorial use in public media only.

Bottom Line: You must know your brand and its image before you can expand your brand and its image.

4. Be Honest

When I am viewing Russell_reading_the_fine_printbusinesses through social media, one of the most important things is to know that they are being honest.  I like when campaigns give a clear, defined subject with no details that may be located in the “fine print.”  A company who may use dishonesty to gain an advantage is a no-no in my book and I would avoid using these companies.  I really don’t think that’s too much to ask for.

(Image by vastateparksstaff [CC-BY-2.0 (], via Wikimedia Commons - licensed under the Creative Commons Attribution 2.0 Generic license.)

Bottom Line: Honesty is the best Policy.

5. Mobile-Friendly

The mobile community is growing on a daily basis.  People are using social media through their mobile phones all the time.  Companies must make an effort to keep their posts mobile friendly so readers alike can enjoy their posts.  A link that isn’t mobile-friendly will shy away customers who are on the go and don’t want to stray away from their phone.

A survey by NM Incite indicates that 2 in 5 social media users access mobile services from their mobile phones.  Social networking is a feature most valued on mobile phones. 

Bottom Line: Your posts need to be as mobile as your consumers!


  1. Over 2xs Over 55 Visit Mobile Sites than in 2010, (October 11, 2013), Barbara Rozgonyi,
  2. It’s Time for Brands to Wake Up – Twitter Matters in Social Customer Care, Social Bakers, May 05, 2013,

(All credits and accolades for this tremendous blog post go to Sam Boyd who is the author and creator of this content.)

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