Tag Archives: social media marketing

The Art of Social – NEW Media

It wasn’t so long ago that uttering the term “social media” conjured images of pubescent teens, young adults, and doting grandparents posting about their mundane daily activities and posting their even more run-of-the-mill snapshots to Facebook, Twitter, MySpace, and a host of others. Seems as though anyone with a digital camera, internet access, and time to spare could become a social media maven.

Then, buoyed by the success of sites such as LinkedIn, along came marketing and entrepreneurial types who saw the business advantage of having a strong social media presence. Presto! The notion of social media as a haven only for friends and family was transformed into something much, much more.

The social media or NEW media space is now a place where business transpires, reputations get built, brands mature, products get launched, and buzz is either generated or squashed.

It’s gotten to the point where I’m beginning to wonder if everyone should or even can learn how to use it, or at least use it effectively to achieve their desired professional or business branding results.  Think about it, the entire world does not know how to effectively use television, radio or even print media. It cracks me up with this whole mad-dash to “learn how to use” social media.

A friend of mine is a realtor. She markets and sells real estate. How hard can that be, right? Like anything, if you have an interested buyer, selling is easy. Problem is, you rarely reach interested buyers without great effort, and you’re even less likely to close a sale unless you know what you are doing. Expertise and experience are valuable in professions such as real estate. They are becoming equally as important when it comes finding success in social media.

My realtor friend recently took a class on how social media could extend her real estate selling efforts. The result? She felt overwhelmed by all the information and possibilities, so much so that she couldn’t grasp how social media could work for her business. She began to question whether she’d get any return on a social media investment. Wouldn’t it be easier, she wondered, just to stick with the tried and true of what worked in the past (handing signs, listing on MSL)?

Possibly, at least in the short-term, but easier doesn’t always mean most effective. You can rest assured that most of her competitors will seize upon social media as yet another tool with which to reach out to buyers, and that buyers/prospects will come to expect and appreciate the two-way communication street. Simply put, people will wonder “what’s wrong” when a realtor (or any other business for that matter) has no social media presence, and those who fail to embrace social media will be at an immediate disadvantage—just like businesses and professionals who still have no (or a less than standard) Web site presence.

At a minimum, companies need to realize the power of investing in the online personas and social media presence of the people behind their products/brand. This is even more important for SMALL business owners as well as professionals (on a personal professional level).

Why? Because people tend to buy from small business if they can get up close and personal with the people behind the brand.  The same goes for bigger brands. I love to “get into the head” of Michael Dell or some of these other high-ranking executives ready and willing to be even more up-close-and-personal with their customers (and fans). What better way than to use online social media channels to put the people and leaders behind the business scene front and center?  I have to say that I follow a number of small business professionals online with whom I share interests. Guess who I turn to when I’m looking for a particular product or service?

It’s certainly hard to deny the power of social media. Perhaps it’s just a matter of harnessing that power and putting it to best use. That said, can social media training for everyone be far away?

Back in the mid-1990s business owners and professionals scoffed at MS Windows, MAC OS, and “Web site 101” type training, but eventually most caved—either by receiving direct training themselves or by hiring someone with the experience and expertise they were missing to do the work!  Again, social (or NEW) media is really no different from mastering the use of television, radio or print media.  For the most part, the owners or chief officers of companies/brands don’t produce television commercials on their own.  They hire an agency or the production is led by someone in-house who has the training and expertise.

Where do you fall in the spectrum from social media novice, to do-it-yourselfer, to expert?  

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Inbound Marketing–it still boils down to producing good Social Media PR, Online Publicity

Attended this very “to the point” webinar this week with @JanetAronica (@HubSpot) and Eric Keeting of @Compete. I wanted to post the Slide Share presentation of the webinar (you can also hear/see the recorded webinar here on HubSpot) because I believe that this same information applies to driving publicity–inbound vs. (traditional) outbound. See below.

At this point, I am not that completely sold on the use of social media for direct inbound marketing unless it’s a part of a traditional campaign or perhaps if the brand is well known or fits a specific niche with online community users. When it comes to the personal, small business or new brands (especially those with limited marketing budgets), I truly believe that new/social media is must more situated to drive inbound publicity over marketing.

Why so much focus on “social media marketing?” Not sure—it’s new and fun? No, I’m kidding. Social media marketing is a true “art form,” BUT I don’t think a whole lot of people or companies can pull off that large of an ROI. Those who are driving high traffic marketing campaigns are still few and far between. For the most part, most of the high-end social media marketing initiatives are driving more publicity than a true marketing or lead generation reach.

That said if more people and businesses were to approach and utilize social media as public relations and publicity tool over a direct marketing/lead generation tool they will get the RIO they are looking for.  We must use social/new media for PR purposes FIRST; marketing and advertising second. Social media is a new media channel that allows people and businesses to build and maintain publicity and public relations on a very cost-effective and timeless basis (over traditional PR practices). Social media PR works, but ONLY if approached correctly and managed routinely.  Social media PR, like it’s traditional counterpart’s, success equates to having a consistent and focused content ranking on search engines (in the traditional vein that equates to print or television news media) as well as in social networks and media channels (traditionally this would equate to having popularity/thought leadership following within popular groups or specific industries).

Social media PR is also about building a network or following/fan base via engagement with one’s public and prospective or current clients/customers as well as providing thought leadership and good information to connections and users of social networks and the other media channels. Works the same in the traditional vein of PR.

The difference between getting or having social media PR and traditional PR (publicity really) is the fact that social media “sticks” – traditional publicity is fleeting. This is due to the nature of the subject matter and the fact that most traditional media is buried (eventually – some stories go away faster than others, depends on the subject matter). With social media, we can continue to manipulate and contribute connect to drive positive feedback and search engine placement etc.

I’m sorry, but the term social media marketing is WAY over done and used as far as I am concerned… can’t we just agree that we are ALL involved in a budding new media channel and not all marketing programs can work in it?  I have to say that SOCIAL MEDIA PR does work – but, like with any type of PR (most of the time)—you have to work at it and especially since new media is growing and still developing.

The other day I uploaded some new contacts from my outlook to LinkedIn (invitation to connect)–50% of those connections were NOT Linked In members.  Now I realize that not everyone is not “into” LinkedIn like me. Maybe they like Facebook better and maybe (like my 49 year old business owner/CFO sister) they just are not online or not social media/network oriented people.  Sure the number of social media users is growing by the bushel, but I will bet that 50% of those users who absolutely do “jump in”—still don’t participate. And I bet that most of those (new users) absolutely do use the internet to search for information on companies, people, things, places, etc.  Most of the reporters of the world use the internet to search for information and stories.

So what propels someone to click on a link?  Maybe the 50% OFF offer they see on a Google Adwords or a Facebook Fan Page—yes, but I bet for the most part they will never buy anything until they read more about that company, that offer, that new brand until they READ more about it first. Social Media PR will and does ultimately drive a person’s decision to buy in the end. I rest my case.

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Corporate executives want a quick ROI in social media; they should look at it as long-term “best investment!”

Corporate executives are still bent on getting a quick ROI out of social media…a legitimate request yes …also a stalling tactic?  Great read via the PR News Blog (August 19, 2011): http://ow.ly/69Fp2.

According to Pepsi Co’s global head of digital Bonin Bough, being gripped by fear of adapting to social media can be fatal (for organizations): “Failure to adapt to the digital evolution is written on the balance sheets of companies.”

Staying away from social media due to fear of failure or spending the time or money that needs to be dedicated to a long-term investment is not the way to get along with a new media channel that is certainly here to stay.  There is no doubt that social media and the web in general will create a shorter term investment as it settles into the norm.

For now, we must invest with patience–and it’s a very small long-term investment to make for what is sure to be a huge ROI in the very near future.  To that end, this is not about “waiting for the best time” –when social media is “well-developed” for immediate ROI.  What form of media DOES provide immediate ROI anyway?  Print ads, news stories etc. — sure, but also fleeting if you don’t keep the advertising going or the PR machine pumping.  Social media is and will be no different than other media channels– it will eventually give way to long-term, consistent return on investment.  Social media, as Bonin Bough says, is here to stay and it is NOT a fad.

Therefore, I believe that every company should now at least have the social media/online persona basics in place.  And the focus should not only be on the main company brand, but also on executive leadership as well as employees.  It will soon be a must for the CEO, CMO, COO etc. (company leadership) to engage with online followers/audience on a regular basis–and having employees engage for the benefit of the company brand is certain to become another key ingredient for all company brands looking for success in the social media space. This will soon be the new reality of marketing and business development.

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