It’s impossible to escape the impact of social media with the ascension of Facebook and Twitter to prominence on the Internet. While these sites were developed as a form of social networking, businesses are beginning to recognize how using these social sites can be powerful marketing and public relations tools as well as networking resources.
While it may seem incongruous to apply such concepts as “target audience,” “branding” and “direct marketing” to the likes of Twitter and Facebook, that is exactly what has occurred. More and more businesses are increasingly recognizing the simplicity and seamlessness of a communication process that is opening access to a much wider audience of potential customers and partners. According to a study released by the Center for Excellence in Service at the University of Maryland’s Smith School of Business earlier this year, “social media adoption by small businesses has doubled from 12 percent to 24 percent in the last year.” The survey of 500 small business owners found that 75 percent have placed a company page on a social network site while 61 percent find such sites useful for “identifying and attracting new customers.” Those surveyed said they marketed through social media more than telesales, direct mail or television advertising.
The most popular social site for business is LinkedIn, which boasts of a user base of more than 10 million professionals who network and either seek or provide referrals through various groups on the site. The Maryland survey corroborates its value; 57 percent of those surveyed have created a network through LinkedIn or similar site. “It’s one of the strongest tools in business-to-business marketing,” says Robert Grossman, president of Focus Creative, a communications consulting company. “It provides a vehicle for building a community and allows prospects to see whom you’re working with.”
Social networks are inexpensive methods of outreach and a low-cost approach to rapidly developing network opportunities. Information is shared and delivered in a timely manner creating a connection based on a “need to know it now” basis. Social media creates brand, value and access to executives.
Grossman calls LinkedIn the best choice for business of all the social media sites and praises the impact that recommendations from a LinkedIn user can have on the business. Grossman believes Facebook has value, but not to the extent of LinkedIn, as it tends to be more personal. And then there’s Twitter, which has a huge following largely due to some of its celebrity “tweeters.” Grossman suggests the best use of Twitter is as a connection to LinkedIn where the discussion can go well beyond the brevity of a tweet.
Grossman also recommends a company or executive blog because it provides an insight to the operations of the business through the writings of the blogger. One word of caution: blogging can be time consuming, and it is only effective with frequent updates and expeditious responses to postings on the site.
The most important consideration of all in the use of social media is branding. Any messages through these networks need to be consistent with the company’s value proposition and brand. Both will be impacted by everything posted, meaning all content should appear to be professionally produced.
These networks are not a fad. They have rapidly become the most dynamic marketing and public relations tools today, a repository where business can be a resource or find resources, customers and partners for very little investment. As Grossman says, “The biggest mistake is not using them.” Social media is, in fact, a global pipeline for information offering great potential for any business, regardless of size. Whether it’s networking to grow the business or simply building awareness, social networks may well be the most inexpensive and profitable investment.
Marketing Tips
When establishing a corporate presence in new media, avoid these social media miscues:
- Failing to clarify company objectives
- Relying on text rather than concise statements
- Limiting access to either information or executives
- Not responding to inquiries or comments, whether favorable or critical, promptly.
Recommended Reading
- The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition, David Meerman Scott
- Socialnomics: How Social Media Transforms the Way We Live and Do Business, Erik Qualman
- Groundswell: Winning in a World Transformed by Social Technologies, Charlene Li and Josh Bernoff
- Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series), Brian Halligan, Dharmesh Shah, and David Meerman
- The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Lon Safko and David K. Brake
Business Resources
Visit these resources for more Social Media information.
- Mashable is the world’s largest blog focused exclusively on Web 2.0 and Social Media news. With more than 25 million monthly pageviews, Mashable is the most prolific blog offering social media resources and guides and publishing news on what’s new on the web.
- Recently, the Social Media Examiner commissioned the 2010 Social Media Marketing Industry Report to understand the “who, what, where, when and why” of social media and how marketers are using social media. Additionally, visit www.socialmediaexaminer.com for more information on using social media to find leads, increase sales and generate more brand awareness.
Quarterly Quote
“Regardless of what may be the hot social media property of any particular month or year, social networking has become a core part of our daily lives.”
–Amy Kean, senior marketing manager, Internet Advertising Bureau