Relationship Building

Determine if you can interact with the media or advertising. Social media is interactive, whereas traditional marketing is passive. •Can you respond or “talk back” to the ad? Watching television, listening to the radio or reading a newspaper, for example are all forms of traditional marketing. The reader/viewer/listener is passively reading the paper, watching TV or listening to the radio and is confronted with an ad. The only way around the advertising is to turn the channel or page. Whether you want the ad or not, you get it. However, with social media you are prompted to interact with the marketing whether it’s clicking on the ad or commenting on the post or Tweet. •Is there a call to action that can be addressed immediately? For example, with social media, while checking your Facebook page you may see advertisements running along the side of your page. These ads are designed especially for your taste based on your interaction with Facebook. If you are a Cleveland Browns fan, you may see opportunities to order football bobble heads or sportswear. So while you may not be in the market for a new Cleveland Browns bobble head you are more likely to click on the ad based on your interests. With a traditional campaign there is no “immediate gratification” and the reader/viewer/listener must wait to take action, such as drive to or call the store to obtain the product

Decide if the ad promotes relationship building. Traditional media will often present the product or offer, but the “interaction” ends there. When it comes to social media, the company and consumer truly interact and react off each other. •Can you prompt discussion and networking through the ad? In today’s social media society, it’s all about networking and relationship building. Consumers can actively choose to follow or “like” certain businesses and may be prompted to act based on incentives or the receipt of ongoing news and information. Traditional media is simply product presentation--no