It’s become a recurring joke when discussing businesses and the use of social media: “we need a Twitter!”…. “but what for?” In the past few years social media has exploded as a form of connection and communication between people, and inevitably that means businesses are incredibly eager to capitalize on this in order to market to customers. Unfortunately as with every fad and frenzy, sometimes the “how” on using technology overshadows the “why”. This presents an interesting place for growth, however; companies can use social media for marketing, but it requires a new way of thinking in order for it to succeed. There needs to be interaction and feedback between customers and businesses; simply updating a Twitter account will not suffice. Engaging consumers, however, is not the only necessary tool to effective marketing in social media.
Steve Jobs, though his presentation style is not my cup of tea, is admittedly very effective. And this is because Jobs plays to his audience and works to build anticipation. While I may find his black turtlenecks obnoxious, they give of casual “cool” and it compliments the Apple brand perfectly. Furthermore, Jobs gives his audience what it wants most: cool technology. We don’t want specs, we don’t want explanations, we wants awesome pictures and ideas of grandeur, whether or not they are warranted. When Steve Jobs shows us the MacBook Air we salivate, regardless of the the fact that a few months later no one was buying it. It wasn’t Steve Jobs fault that the MacBook Air wasn’t all it was cracked up to be; he did the most important aspect… making people think it was great.
So imagine the possibilities… if you could combine the marketing potential of social media with the marketing genius of Steve Jobs, you could very well become a millionaire selling trash. My group will be working with the esteemed Leonardo’s restaurant chain. Hopefully we will be able to use all the lessons in class to effectively market Leonardo’s. I’m very happy about the prospect of working with Leo’s because, not only is the food awesome, but so is the aesthetic and image of Leonardo’s, and hopefully that will make this project very entertaining.
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