The haters have been silenced. After years of doubts that social media was a millennial fad, social media is still running and seems to be gaining speed. In 2012, Forbes wrote an article about how social media is becoming “increasingly important part of any business’s marketing and client base development platform.”
- 94% of all businesses with a marketing department used social media as part of their marketing platform
- Almost 60% of marketers are devoting the equivalent of a full work day to social media marketing development and maintenance
- 43% of people aged 20-29 spend more than 10 hours a week on social media sites
- 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure
- 58% of businesses that have used social media marketing for over 3 years reported an increase in sales over that period
But what if you do not run a business per se? Universities, organization, clubs, services, and the arts all have to sell themselves as ideas, but profit in an experience or even lifestyle. Usually it is a one-time buy for a one-time result.
The film industry I believe is affected by this process. While there are, of course, movie studios who put out a large amount of content, they do not have the reach as a purely product based company like Nike or Apple has.
These studios pump out many films that might each hit a different demographic. Are they able to narrow it down?
These studios individualize their social media to reach fan or potential fans. Hootsuite release an article stating the “films can use social media to listen to what their loyal fans want, and hopefully find a creative way to do just that.” When Hunger Games was releasing their second installment in their four movie saga, they released games, trivia, hashtags, and competitions to have fans promote to their friends. These friends might be key demographics as well.
It was highly success campaign that seemed so simple to an audience or social media users, but was highly complex and very well thought out. It reached audience and created a large buzz on the movie and films to come.
When utilized, social media can be a powerful to even organizations past the standard thought of business marketing.