Social Media Marketing appears to be the most recent buzz word for anyone looking to increase their online existence and sales, however is Social Media Marketing (SMM) all it is cracked up to be?
S.M.M business are now springing up all over the location these days and they are informing anyone that will listen about how incredibly important social media like Facebook twitter and YouTube are to your service but, for the average little to medium sized organisation, does marketing to social networks actually live up to all the buzz? Social media marketing companies are all too happy to point out the positives of social media like how numerous people use Facebook or how many tweets were sent out last year and how many individuals see YouTube videos and so on but are you getting the full picture? Being the research nut that I am, I chose to take an excellent appearance into SMM in regard to offering to see if it really worked, who did it work for and if it did why did Social Media Marketing work for them?
As a web developer I was constantly (and now progressively) faced with several social networking difficulties when prospective customers would say that having a site sounds great but they had a Facebook service page and had been informed by various sources (the ever present yet confidential "they") that social media networks were the thing to do, but after discussing their requirements it became rather clear that those prospective customers didn't actually understand why they needed socials media or SMM to produce online sales, They just desired it. For small and medium sized business I constantly recommended developing a quality website over any kind of social media network, why? Well it's basic really due to the fact that social media is Social Media, and social Networks are Social Networks they are not company media and organisation networks (that would be more like LinkedIn). I know that sounds simple however it's true and the data back it up. The truth is that social media marketing cannot tell you that Facebook is a social media not a search engine and regardless of the number of Facebook users and Google users being around the very same, people do not use Facebook in the same way that they utilize an online search engine like Google (which has around half the search engine market), Yahoo and Bing to search for service or products. They use it to keep in touch with friends and family or for news and entertainment. In a recent study done by the IBM Institute for Service Value around 55% of all social media users mentioned that they do not engage with brands over social media at all and just around 23% actually actively use social media to engage with brands. Now from all the people who do utilize social media and who do interact with brand names whether purposefully or not, the bulk (66%) say they have to feel a business is communicating truthfully before they will engage.
So how do you use social media marketing? And is it even worth doing?
Well first of all I would say that having a well optimized website is still going to bring you far more company that social media in a lot of cases particularly if you are a little to medium sized regional organisation due to the fact that far more people are going to type in "hairdresser Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Website and if you do not have a site you're missing out on out on all of that possible organisation. Regardless of all the (not so excellent) statistics I still think it is still a great idea for service to utilize social media simply not in the exact same method that a lot of SMM specialists are today, Why? Is it in a Social Media Marketing company's best interest to talk social networks up?
One of the most significant problems company face with social networks and SMM is perception. The primary factor a lot of individuals give for interacting with brands or organisation on social media is to get discounts, yet the brands and business themselves believe the primary factor individuals communicate with them on social media is to learn about new items. The majority of organisations think social media will increase advocacy, but only 38 % of consumers concur.
There were some great initiatives revealed in the IBM research study of companies that had actually gotten some sort of a deal with on how to use social media to their advantage, keeping in mind that when asked exactly what they do when they communicate with businesses or brand names through social media, consumers note "getting discounts or coupons" and "acquiring products and services" as the top 2 activities, respectively a UNITED STATE ice cream company called Cold Stone Creamery offered discount rates on their products on their Facebook page. With both Cold Stone Creamery and Twelpforce the benefit is plainly in the favour of the prospective customer & the excellent technique to social media marketing is to offer without attempting to sell (or looking like your selling) regrettably most social media marketing is focused the incorrect way.
Constructing a tangible buyer to customer relationship through social media is not easy and most likely the most benefit to service' using social media to enhance their websites Google rankings. Business' require to understand that you cannot just setup a Facebook business page and hope for the finest. SMM needs effort and potential consumers need to see value in exactly what you have to offer through your social media efforts give them something worth their social interaction and time and then you might get better outcomes.
Now just as a footnote Facebook shares have dropped to under $20 per share, that's half their original rate ... and the suits are flying
As a web designer I was continuously (and now increasingly) challenged with a number of social networking obstacles when prospective clients would state that having a website sounds excellent but they had a Facebook organisation page and had actually been told by numerous sources (the ever present yet anonymous "they") that social networks were the thing to do, however after discussing their needs it ended up being quite clear that those potential customers didn't actually understand why they needed social networks or SMM to generate online sales, They simply wanted it. Well it's easy really due to the fact Logan Williams SEO that social media is Social Media, and social Networks are Social Networks they are not company media and organisation networks (that would be more like LinkedIn). In a recent study done by the IBM Institute for Service Value around 55% of all social media users mentioned that they do not engage with brands over social media at all and just around 23% really actively use social media to interact with brand names. Well first of all I would state that having a well enhanced website is still going to bring you far more organisation that social media in many cases especially if you are a little to medium sized local organisation since far more individuals are going to type in "hair stylist Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Site and if you do not have a website you're missing out on out on all of that potential service. The primary factor many individuals give for connecting with brands or organisation on social media is to receive discount rates, yet the brands and organisation themselves think the primary reason individuals communicate with them on social media is to find out about new items.