Today’s biggest brands are now using social media marketing to inspire and guide other online strategies. In a recent ClickZ article, author Matt Kapko highlighted some of the focal points in Volvo’s rebranding efforts. Primarily, the carmaker is honest and upfront, saying “Volvo S60 probably isn’t for you” if buyers fall into certain categories. This type of tone and language may seem like a mistake on the outside, but most of Volvo’s content creation efforts stem from serious social listening.
In the ClickZ piece, Kapko notes that Volvo uses networks like Twitter to solicit feedback from new and existing customers. The brand gauges when and where it might have taken campaigns too far by listening to what consumers are saying about commercials and its products. More, Volvo hosts Twitter chats to learn about their customers, specifically asking for reactions to content campaigns, social and TV spots.
Social media has become a way for Volvo to discover what messages will resonate with its audience. These campaigns have also become guides for other marketing ventures, helping the company better manage its heavy media rotation.
Social listening and monitoring have evolved into standard practices for businesses across industries. Brafton has previously reported and touted the value of paying attention to social connections. In an interview with Brafton, Sprinklr’s Jeremy Epstein noted that “social media analytics reveal people’s core motivations, not their transient wants.” This insight rings true with Volvo’s use of social feedback to progressively drive its brand forward.