'Don't bite off more than you can chew' - Bauer Media's newly appointed head of social on the importance of targeting
A marketing team that doesn’t use social media is “probably not a very good marketing team” according to Bauer Media’s newly appointed head of social Akhil Suchak, who believes social media has the power to magnify and enhance traditional advertising exponentially.
Joining Bauer Media from MTV UK, Suchak – a judge at this year’s Social Buzz Awards – explained to The Drum if you look at social media as CRM “it’s all about servicing your fans with relevant content that they desire and will engage with, loyalty comes from being a trusted source and giving back to the community via exclusive opportunities and content.
“Social media should be part of every campaign as it can magnify and enhance traditional advertising very effectively, it [social media] should be a big part of the mix, but it should be adjusted according to the target market.”
Working primarily with millennials at MTV UK, where he held the role of head of social media for three years, Suchak said when trying to hit the youth market “social should be one of the key focuses” and cites curated platform sections like ‘Snapchat Discover’ as one of the biggest innovations in social media in the last 12 months.
“Most important is knowing your audience. Once you know who they are, you can research into what platforms they use and create social campaigns that ensure visibility across the right platforms,” he commented, warning that poorly managed social pages and campaigns can do “more damage than good.”
“Social is such a fast moving world and there’s always something around the corner,” he added. “[But] don’t bite off more than you can chew.” As for those who have committed the ultimate social media sin – the #fail – it’s not all bad news according to Suchak as “you always learn more from failure than you do from success.”
“Obviously it’s better not to be the one making the mistakes,” he joked. “Keep an eye on the competition and see what they’re doing right but equally doing wrong.”
Of his new role at Bauer Media, which starts today (Tuesday 28 July), Suchak revealed he’s been brought on board to help develop new social products and audiences for both Bauer Media customers and advertisers working within the digital division of Bauer Media, Bauer Xcel.
“Bauer Media has so many exciting, influential brands and importantly is focusing on digital – my world,” remarked Suchak, adding that “driving traffic and creating loyal fanbases” are just two of the benefits he thinks publishers can derive from social media, with Bauer Media's Heat magazine recently winning the Best Use of Social Media accolade at the 2015 PPA's.
“Working directly with Sam Jones [Bauer Media UK digital managing director, previously of Perform Group, Warner Group and LoveLive], who has done some great things in the digital space, was another big reason I decided to make the move,” he added.
As a judge at this year’s Social Buzz Awards, Suchak warned he’d be keeping a close eye out for copy cats claiming “doing exactly what someone else has already done” is the worst faux pas entrants could make.
Of what he is looking for Suchak said “relevance and innovation were top of the list. “Social is about thinking with your audience in mind first and foremost,” he said.
The Social Buzz Awards, in association with iomart, are open for entry until Friday 14 August. For more information on the judges, categories and how to enter visit the Social Buzz Awards website. The awards will take place on Wednesday 25 November at Marriott Grosvenor Square, London.