Friday, September 11, 2009

Social Media: What are you waiting for?

Submitted by: Scott Stein, Sr. Account Executive, Leonard & Finco Public Relations

For those of us immersed in social media, it’s almost unthinkable not to be using this valuable communication tool. Still, many businesses are holding out, waiting to see what will happen; thinking that social media is a separate form of marketing and public relations. But, while they wait, others jump using social media as another tool in their arsenal.

For example, Procter & Gamble is building brand awareness of its dish detergent, Dawn by establishing a clear link with wildlife rescue and animal rehabilitation. It’s a brilliant use of branding and cause marketing. The campaign promises to donate $1 per bottle sold to the International Bird Rescue Research Center or the Marine Mammal Center. The goal is to generate $500,000 through October.

There are television ads, re-branded labels and packaging and, yes, social media.

The social media tactics include elements such as the Web site that also links to the Everyday Wildlife Champions Facebook page. Visitors are urged to get involved and become an Everyday Wildlife Champion. A visit to the site clearly shows that Dawn is building a community of supporters for its product and the cause. Brand loyalty is being built with every click, visitor and bottle sold.

It’s hard to imagine that when a business hears of an example like this, it would still be hesitant to include social media as part of its marketing efforts. Obviously, I’m a champion of well planned social media use in business. That’s why I’d love to hear from you as to why you’re hesitant about using social media for business reasons.

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