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Dynamic Signage Gets Social

(June 2014) posted on Tue Jun 24, 2014

How your customers can connect their brands with their consumers socially.

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By Beth Osborne

Social media has become a regular part of the human experience. Like it or not, it impacts the way we communicate. And although some would argue that being “connected” causes those who are heavily plugged in to actually become disconnected, social media has revolutionized everything from how news breaks to how brands are built. Many agree that social media is now more important to branding than traditional advertising channels. But social media doesn’t just build brand presence from followers or likes; it can be leveraged within stores and other locations with the help of dynamic signage.

You may have seen Facebook or Twitter feeds displayed on dynamic signage screens, providing an instant stream of how people are reacting to a brand. But does this type of integration of signage and social media actually elicit a response that is favorable? Do current customers buy more of something because they see others talking about it? Most indicators show that they do, as it’s been proven many times over that people tend to want what others have. Those conversions are much higher in the 25-and-under age group that has been “raised” on social media. These new consumers may have the majority of their social experiences online now, and it’s also how they become connected to brands.

Determining the best strategy for integrating social media into dynamic signage involves careful consideration of multiple factors. The most important: what your customers want to sell and to whom. Understanding how your customers want to connect their brands with their consumers socially will allow you to customize solutions to meet their needs, which helps you win the business and prove the all-important return on investment.

Why is social important in the consumer space?
Using dynamic signage to publish social media provides interactivity between the consumer and brand. Messages may provide a call to action like, “Tweet us now!” When users engage in the activity, they can see their tweets live on the screens, making them feel like they’re part of the story. It personalizes the experience and helps them relate more to the brand.