The Social Media Explosion
Anyone cognizant about innovations in internet technology and computer mediated communication streams (whether for business purposes or personal discourse), has probably noticed the surge in usage of interactive membership communities, more commonly known as "social networks" and "social media." New research by Knowledge Networks states 83% of the entire online population, aged 13 to 54, now use the internet to engage in social media.
Twitter is all the rage right now, becoming ever more popular and widely used, even as the micro blogging website allows only 140 characters (a "tweet") to be posted at a time. But the beauty of those in-the-now, concise messages is that they are posted to a world wide audience. Like similar online networks which have come before (The Globe, Friendster), and those that remain (FaceBook, MySpace), social media presents a brave new world for anyone remotely involved in the business of selling or communicating about products and/or services.
Suddenly, it doesn't matter if a company is focused on marketing, or public relations, or sales. The social web requires that businesses cast as wide a net as possible (cross channel and multi-channel communications). To flourish in this environment, businesses must integrate a comprehensive strategy for growing and retaining consumers. This means putting a marketable brand in front of the target audience, wherever they may be.
And, as the numbers show, more people (potential consumers all) are using online social media networks. Businesses must therefore develop a better understanding of social media marketing and social network communications in order to succeed now, and in the future.
The What of Social Media
Social media marketing involves using membership spaces to engage and connect to an audience of potential customers in the language and in the places they are accustomed to. Put simply, if prospective customers are using online, social networking communities, then that's where an organization's outbound marketing messages should be.
The Why and How of Social Media Marketing
Consider these useful points when integrating social media into marketing plans:
- Think carefully about the audience, the message that will be conveyed, and the results expected. Place an expert in charge of social media marketing plans (perhaps someone in PR, or communications, or social media research). Then, plot the strategy before implementation.
- Create a topical conversation about the brand, then "listen" to the responses. Learn from these posts to develop a clearer understanding of what people are interested in, what is relevant to them, and what motivates them to gravitate towards particular products and services.
- Engage the audience in an honest discussion about what they need and how the brand fulfills that need. Instead of pushing (incenting customers to buy), try pulling (create a dialogue so they seek out the product). Pull is an effective means of audience-centered, participatory marketing.
- Provide real-time information and efforts will be rewarded. Tell a relevant story that is happening now. Inform and educate the audience. Encourage them to add commentary to the narrative. Respond in a timely manner. Embrace user generated content and customers will embrace the brand.
Traditional divisions between marketing, advertising, and branding are no more. The widespread use of social media necessitates a fully integrated approach to communicating the value of a brand by integrating social media marketing into all phases of your marketing plan. Using social media as a platform for content marketing (that is, for establishing a narrative around products or services, and engaging the customer as part of the dialogue), results in greater respect and acceptance of the brand.
Companies can triumph in this brave new world, if social media is used wisely.
Source:
How People Use® Social Media, Knowledge Networks report, 03/2009
Roxanne Blanford - Roxanne Blanford is a professional writer and marketing communications specialist with a B.A. in Communications.
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