Passive is about spending time listening to what consumers are saying about your company, your products, your competitors and your industry via social media.
In their efforts toward active social media marketing, companies post press releases on Facebook, put commercials on YouTube and talk about how great their service is on their company blog.
The greatest challenge, however, is making sure you have a large enough audience to warrant implementing a social media marketing plan. Spending hours on your company’s Facebook page to market to 75 “fans” is not a good use of your time.
Creating a strong passive social media strategy, on the other hand, can provide you endless insight into your audience and help you develop a more strategic active strategy.
This type of social media monitoring will bring you closer to the consumer. You see trends being created, identify problem areas and monitor consumer reaction to product changes.
This information allows you to improve your products and will drive your active strategy when, for example, you respond to consumers to help educate them on why you may do certain things.
Passive social media marketing in action:
A client of mine manufactured clay poker chips, so we monitored blogs, forums, etc. and found out people liked the chips, but didn’t like the powdery residue on the chips. The powder was there to protect the chips during shipping and went away after playing with the chips a few times. Upon our recommendation, they began including a note in the poker chip case explaining the residue and those comments went away.
If your company wants to develop a social media strategy, start with a passive strategy first. Figure out what is being said and who’s saying it. Once you have that knowledge your active strategy will be more compelling and successful.