Public Relations & Social Marketing Insight

Marketing majors can agree that companies use social media as a way to promote their products and services. However, Cinnabon has decided to use social media in an entirely new way, by posting tweets and instagram pictures with witty and creative captions that catch the eye of anyone scrolling through their social media newsfeed. The catch? All of these recent posts have made a reference to their delicious products in combinations with a popular song lyric.

One example of these ironic posts included a picture of a delectable cinnamon bun with the caption, "Guess its true, I'm not good at a bun night stand", a reference to the hit song "Stay with me" by Sam Smith. 

http://www.adweek.com/news/advertising-branding/brand-day-why-has-cinnabon-tweeted-more-62000-times-159919

The article A Glimpse Into Marketers’ Social Media Strategies is an article about how 92% of marketers say that social media is important for their businesses. The article discusses that a lot of money and effort is being put into social media strategy in order to increase brand awareness or help with sales. The top social business priorities for large marketers is to: build brand awareness, build brand preference, drive direct leads or sales, increase customer loyalty, and provide customer service. The issue discussed in the article is that only 37% of marketers surveyed reported that they are unable to measure social return on investments.

I agree that social media is a very important part of businesses today. I think that it is a way to drastically increase brand awareness, and consequently result in more sales due to social media being such a large part of consumers’ lives. I understand the need for wanting a reliable way of tracking ROI, and I think marketers who are successful in finding the ROI should collaborate with the marketers who are not so successful to provide potentially useful insight to help address this issue. 

-Jeff G.

The Struggle to Measure ROI via @ThePRCoach.