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Leveraging Social Media Marketing
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Social media is not a fad anymore, and marketers don’t have that as an excuse not to pursue knowledge and research to be able to leverage its power in marketing Food and FMCG brands in the Saudi market. The problem they faced was the lack of understanding why some brands succeed on social media while others fail. They lacked the knowledge to form insights on the Saudi social media scene, a clear structure for formulating strategies, and above all what made those strategies successful. While available literature provided some insights and knowledge, it was all dispersed across the web and not organized as a “big picture” that gives marketers clear direction. However, by surveying a sample of online Saudi population, observing brands’ efforts on social networks and their outcomes, and interviewing professionals creating or supporting their brands’ social media strategy strategies, a clear process was formed to create a strategy that ensures success on the long run. Through research and case studies, it was deducted that formulating a sound strategy is comprised of 5 cornerstones: Brand assessment, brand goals, target audience analysis, tactical strategy, and measurement and evaluation. Therefore, in summary, social media marketing and communications of the Food and FMCG industry in Saudi Arabia is not as elusive as marketers and brands believe it is. By following the process revealed in this research, social media can be successfully leveraged as a sustainable communication and marketing channel.