Need further proof that a social media strategy should be an integral component to brand marketing? Look no further than its impact on national media. Producers at and influential guests on national morning shows, like the TODAY Show, just like consumers, uncover trends and buzz about brands on blogs, Facebook and Twitter, turning what they find into editorial content for their millions of viewers. It is what we call the “trickle up” theory of marketing; meaning it is no longer these shows getting first news of products to tell their viewers, but, rather, they are seeing what consumers are talking about online and using that interest and info as the news.
RL&A helps shape this conversation from the “bottom up,” literally. Last week, our client Anti Monkey Butt (body powders for all ages) was part of a “Beat the Heat” segment (click here to watch) on keeping cool and sweat free after a TODAY show contributor, Bobbie Thomas, uncovered consumers raving about the brand in the blogosphere and on the brand’s Facebook page. This also happened recently for our client, Conair, which ended up on the TODAY Show (click here to watch) and in Woman’s World magazine (top selling magazine at Wal-Mart) as a result of blogger outreach. 
The line between consumer conversation and news has never been more blurry, so it’s time to use social media marketing to get your brand into the conversation…and, perhaps, into the news!
