Many firms are making use of social media to market their company. In the current web 2.0 environment this is naturally an effective marketing tactic. GetGlue is just one of the many social media applications that companies are utilizing to market themselves.
There are a couple of Groundswell’s Objectives that do in fact relate to how companies can market themselves with GetGlue.
The first one is the “listening” objective. Through GetGlue, companies are able to see what customers are really saying about their movies, shows and more. In fact, this is FREE market research! Big broadcasting companies (and other companies) can choose to do brand monitoring through the ratings and reviews of their products (shows, movies, etc.). GetGlue offers this listening capability which companies can in turn use to benefit themselves. Since it is the viewers’ attention they are trying to grasp towards their show, then why not give their viewers what they want. If monitored and filtered correctly, companies can increase their awareness and it could definitely use this aspect of GetGlue to truly impact their viewers in a positive way.
From Groundswell, we can see that there are many companies that incorporate the “talking” objective. Unlike listening, talking markets these companies and their products. This objective in essence is done indirectly through the GetGlue users. As users check into and critique the T.V. shows and movies that they are watching, this spreads the word throughout the GetGlue community about that particular show or movie. These check-ins and critiques encourage conversations and help spread the word. Check-ins also market the T.V. show or movie to a very wide and targeted audience which makes it a very effective form of marketing.
Another Groundswell Objective which can be seen in GetGlue is the “energizing” objective. This is done through the user reviews of movies and T.V. shows. Users in essence are marketing to each other. This word of mouth communication from the users is more believable to other users than corporate communications because of the honestly from the users speaking about the topics whether they are good or bad. For instance, a positive review of a T.V. show encourages anyone who reads the review to want to watch the show. The more enthusiastic the review, the more likely someone is to wanting to watch the show based on the review. The opposite holds true as well. User reviews of shows and movies are a large part of GetGlue and entertainment companies reap the benefits as users spread the word to other GetGlue members of the latest shows.