Should you advertise your social media like a product?

• Author: Kincy, Jason
• Position: SOCIAL MEDIA

ICONS REPRESENTING TWITTER AND FACEBOOK have become common fixtures in recent years on marketing materials of all types from all industries. In many cases, the company running the ad may skip using its Web address, simply directing the reader to "Connect on Facebook" for more information.

The growing pervasiveness of these multichannel cross-references is a sign of the times and of the growing influence of social media. While including these messages on brand and product ads makes sense and is a best practice, some banks have begun to market their social media efforts as if they were actual bank products.

The reasons banks and other companies want to drive consumers to their social media sites are obvious. Engaging customers in the social media space is the primary reason your bank put together the Facebook page in the first place. To have a high level of engagement, you need customer activity, an audience. The question is: "How much marketing should I put into promoting my social media site?" I've seen some competitor banks spend their valuable resources on billboards, print ads and radio spots with messages focused on driving traffic to their Facebook page. Although not a direct comparison, would it make sense to buy radio ads to ask customers to watch your television commercials?

Of course, the answer will vary for each bank based on their social media presence and the overall goals and strategy surrounding those initiatives. As you weigh how much marketing muscle to put behind driving traffic to your social site, consider some concepts and then pick a strategy that makes sense for your institution.

* What are your immediate goals? Do you have a long-term view of cultivating an online community for business growth? If so, you may need to promote quick growth of your fan base or following to reach the mass required to see a return on your strategy. This...