Social Media Marketing
posted by E-Marketer @ 10:05 PM
Sunday, October 24, 2010
Social Media – what’s all the buzz about?
Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. In many ways it has become the modern personal or “word of mouth” communications and marketing tool.
Facebook- is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends and like-minded individuals and organizations, upload photos, post links and videos, and learn more about the people they meet. Businesses can use it for “soft-sell” marketing and they can advertise on it also.
YouTube - is a place to discover, watch, upload and share videos. Businesses can use it for “soft-sell marketing and they can advertise on it also.
Twitter - is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations.
Social media is not for all businesses – for example we do not use social media for this business or for some of our clients, but we recommend it and have implemented for other clients, because it is the right fit in their marketing mix for achieving their business goals.
One of the key components in successful social media marketing implementation is building “social authority”. Social authority is developed when an individual or organization establishes themselves as an “expert” in their given field or area, thereby becoming an “influencer” in that field or area. It is through this process of “building social authority” that social media becomes effective – especially for marketing to promote a business, product ro service.
That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the “conversation” in the hopes that you can become a relevant influence in that conversation. However, this conversation participation must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media platforms. This may seem counter-intuitive but is the main reason building social authority with credibility is so important. A marketer can generally not expect people to be receptive to a marketing message in and of itself.
As a result of social media – and the direct or indirect influence of social media marketers – today, consumers are as likely – or more likely – to make buying decisions based on what they read and see in platforms we call “social” but only if presented by someone they have come to trust. That is why a purposeful and carefully designed social media strategy has become an integral part of any complete and directed marketing plan but must also be designed using newer “authority building” techniques.
Contact us to learn more about how social media could help your business.