ROLE OF COMMUNITY IN UPSCALING SOCIAL MEDIA MARKETING

A brand needs to be seen by people to establish its presence among them. Hence, dedicated efforts should be made to pitch for the products/services a business has to offer.

It is not the dearth of quality in a product/service that curbs sales, but the absence of adequate awareness that renders them all neglected. Hence, the backing of a well-found community is of utmost importance.

Social media exposure:

Social media platforms these days are functioning as the breeding ground of community engagement.

Businesses are wielding the public potential of this platform to get hold of loyal customers, strengthen their brand identity and foster brand awareness.

Zomato’s communal participation:

The leading food delivery company ‘Zomato’ can be a remarkable example to consider on this regard.

Zomato has gained an edge over social media marketing with their expertise on creating engaging contents, bracing humour in their tonality to garner the attention of audiences within the age bracket of 18-35 who are also likely to be nestled in the urban pockets, with a behavioural tendency to get their foods delivered from outside (students and young corporate workers).

Zomato turns up to their patrons with quirky push notifications of their apps, alongside keeping them entertained on their instagram handles posting ‘reels’ and ‘memes’ softly nudging them to avail Zomato’s delivery app services.

Goibibo and traveling fantasies:

On a similar line as Zomato, Goibibo a leading travel booking brand, has established a customer-friendly community approach towards travel lovers and wanderlust, engaging them with quizzes and memes about picturesque travel destinations, subtly hinting at their travel services.

Such marketing schemes have helped companies retain the loyalty of their customers.

Netflix and human emotions:

Feelings and sentiments are the cornerstone of social backing.

Netflix is a subscription based online platform with a vast collection of web-series and movies.

Netflix, with it’s highly functional social media page, rouses feelings of curiosity, humour and relatability to quicken the audience interest into taking action.

They dig up stills of scenes from popular series and craft out a ‘meme’ or simply post an entertaining reel which makes the viewer want to either watch a movie/series or simply re-visit the old ones. Again, along with it’s audience, Netflix is a ‘community’ of like-minded people sharing tid-bits of life which makes them want to live up to their interests.

Community engagement and brand reputation:

The involvement of followers and audiences derived from likes, shares and comments on social media posts speaks volumes about the length and breadth of a brand’s reach and how well received it is by the public.

Furthermore, a bonded community leaves space for honest feedback from which an analysis can be drawn about areas of services seeking improvement.  Besides, public feedbacks on the comments hold evidences of transparency in business, gaining more trust and giving shape to positive brand reputation in the long run.

Marketing in present times requires optimal use of social media to leave a brand constantly exposed with the strategic ideas of content creators.

Moreover, community building is much more than just offering good content, it is also about having enough knowledge about who will buy our products/services and why. All in all, the benefits a community can yield is long-term as direct association with potential customers is a prized prospect.