Infinite Path

Debate about the potential success of social media campaigns is nothing new and, since a lot of the work involved is intangible, some companies don’t always feel comfortable investing money in this kind of activity.

However, a recent study into the effectiveness of social media found that large-scale social media campaigns actually do provide a very good return. Some of the world’s biggest companies were researched and, even though they do have the spend to make significant headway, it is still interesting to see precisely how certain firms are making social media work for them.

Microsoft, Dell, Nike and Amazon are all winners in the social media stakes. These companies have invested both time and money in social media, employing structured and dedicated teams to oversee the campaigns they run. Obviously this is something not all firms can do due to pressures on resources and finances but these companies show that a well-planned approach really can pay dividends.

Matt Roche, Marketing Director at Infinite Path Ltd, believes “social media platforms can prove to be a brilliant place to connect with consumers. It takes time to identify where the important people hang out but once you do – and you make sure that you can add value to their experience of the platform in question – you can gain their trust and instil a positive brand image within a relatively short period of time. Interacting with your target market is essential. Knowing how and where to do it can set you apart from other brands”.

Social media will probably remain a slightly confusing area for some time, but as more proof of success comes to light it is highly likely that more companies will invest heavily in this form of customer engagement. Online is growing in every sector and social media is now set to become more of a staple addition to the marketing department’s ever-growing internet arsenal.