61% of marketing agencies see social media as primarily a brand awareness tool while 64% of agency clients see it as a brand awareness tool.
Respondents to a survey by Econsultancy were allowed to pick two channel categories under which they consider social media to fall. Among those channels included:
- Brand awareness
- Marketing campaign
- Content marketing
- Customer service
- Lead generation
I didn’t participate in this survey, but I think I would have answered along with the majority of marketing agencies and selected brand awareness and content marketing as the two primary purposes for social media.
Frank Reed at Marketing Pilgrim seems to equate “brand awareness” with Likes and Shares. I think that’s a rather surface-area observation. Marketers have always seen brand awareness as attempting to plant a brand name into the consciences of its audience members. That may be done through Likes and Shares, but it doesn’t have to be. An online viewer will remember something more if they interact with it, and Likes and Shares can be ways to get people to interact with a brand. But those aren’t the only ways.
Brand awareness often has to do with simply getting your message in front of your target audience. You may not make the sale today (because someone just might not be in the market for your product), but if they remember you when they are in the market, because you touched them enough times on social media, then you can affect your bottom line. That’s brand awareness.