Ford’s recent announcement of a near $1 billion profit for the quarter ending in September has caught the attention of industry observers and enthusiasts. The impressive growth, credited to increased market share and an effective cost-cutting program, leaves many curious about the role their social media strategy may have played.
The Landscape of Social Media Marketing
Traditionally, when one mentions social media marketing, platforms like Facebook, Twitter, YouTube, or even MySpace might come to mind. They are, after all, the frontrunners where internet users predominantly spend their time. However, the bigger picture reveals that users are also active in lesser-known communities that businesses might overlook.
The challenge for businesses is determining where to focus their online presence. Narrowing it down is crucial as the right platforms can yield better engagement, brand awareness, and potentially, more traffic.
Deciphering the Hitwise Data
A glimpse into the Hitwise data, used by MarketingCharts, provides a snapshot of the US market share of visits to various social networking websites and forums. This information, defined by the IAB, represents the proportion of online traffic to a specific domain or category, derived from a sample of 10 million US internet users.
The main takeaway? There are numerous online communities out there, each presenting unique opportunities for brands to connect with audiences.
Venturing Beyond Mainstream Platforms
In the vast expanse of the internet, platforms like Tagged or Yahoo Profiles/Groups, or even niche-specific forums, cannot be disregarded. Forums, in essence, act as social networks. They form communities where individuals gather, share, and converse.
The value in these narrower communities is their focus. Unlike platforms that cater to a broader audience like Facebook or Twitter, forums and niche networks cater to specific interests. Thus, brands may sometimes find it more beneficial to target these spaces, especially if their products or services align closely with these niche audiences.
Ford’s Social Media Journey
Ford serves as a pertinent case study. Scott Monty, the mind behind Ford Motor Company’s social media endeavors, emphasized the importance of versatility in their online strategy. Speaking to murdok, Monty explained how Ford’s approach is about presence across diverse platforms. Platforms ranging from mainstream ones like Twitter, Facebook, and YouTube to others like Flickr, Scribd, Delicious, and more are all part of Ford’s social arsenal.
The strategy’s crux? Staying relevant. Monty underscores the significance of monitoring trends, understanding where audiences are, and ensuring that Ford remains pertinent in those spaces.
Relevance: The Core of Social Media Strategy
In the age of information overload, brands like Ford demonstrate the importance of relevancy in the crowded online space. It isn’t about merely creating a presence but about carving out a niche where the brand and its audience align seamlessly.
While Ford’s rising profits can be attributed to several factors, its proactive and comprehensive social media strategy likely played a pivotal role. In a digital landscape teeming with platforms and communities, the lesson for businesses is clear: go where you’re relevant.
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