How Are You Rationing Out Your Social Media Resources?
In the world of online marketing, 2010 was the year of social media.
We predict that in 2011 social media will still be included in much of the marketing talk, but the way we talk about the communication phenom will change.
With that said, the conversation you need to have with your boss, marketing manager, or agency at this point is not, "Should our company be on social media?" Rather, you need to audit your social media resources and ask for specific recommendations as where you need to spend your time.
As with any other audit, you need to assess your resources (time, money, manpower) look at where your audience lives online, and then determine where you can cut out the fat.
Since visibility and awareness drive customer engagement with your brand, with the ultimate goal of consumer loyalty and sales, it's safe to say that yes, this year organizations are increasing their investment in social media.
Before you start throwing your marketing budget into the abyss, ask yourself (or your marketing team) the following.
Why Do You Want to Join This Site? What are the strengths of the site, and how will its functionality help you reach your goals.
If being on this site brings no obvious benefit to your business, pass on it.
What is the Time Commitment? Is one site more time intensive than another? Maybe, but probably not.
However, you do need to determine, out loud, how much time you need to be spending on each social media site you join.
Here is a quick example that stands out.
Quora (or LinkedIn Q & A Section) these are both considered social networking sites, however, they have various elements embedded into their interface.
If all you are doing is providing status updates or linking to blog posts on these sites, then you are using it wrong.
These are the types of site where you should set aside a decent amount of time to search for and answer questions that are in your area of expertise.
This is a platform that will absolutely produce referrals based on your activity.
Where Are Your Customers, Peers and Competitors? Regarding social media best practices, it's very hard to recreate the wheel.
There are already tons of great sites out there that your customers, competitors and industry peers are using daily.
Have a presence there.
This means you need to do a bit of research before you jump in headfirst and start signing up for every social media account under the sun.
Is it Worth Your Pretty Penny? Think of the old adage mom used to say to your when you told her you NEEDED a new car, or a later curfew.
Do you need to be on these sites, or do you just want to say you are on a particular social media site? Think of it in terms of allocation of budget (be that time or money) if you had to would you be willing to pay to be on this site? If your only motivation is that it is a "free marketing tool.
" You probably shouldn't waste your time.
Are You Trying to Force it? No one marketing method will win you a new book of business.
Think strategically.
If you are entering social media into a marriage with existing marketing campaigns, how will it fair? Integration and cohesiveness are two underrated elements in marketing campaigns.
If social media doesn't fit will with what you are already doing, you might want to do one of two things.
Either change what you're doing, or wait a while before you start on social media.
We embrace change and encourage you to as well!
We predict that in 2011 social media will still be included in much of the marketing talk, but the way we talk about the communication phenom will change.
With that said, the conversation you need to have with your boss, marketing manager, or agency at this point is not, "Should our company be on social media?" Rather, you need to audit your social media resources and ask for specific recommendations as where you need to spend your time.
As with any other audit, you need to assess your resources (time, money, manpower) look at where your audience lives online, and then determine where you can cut out the fat.
Since visibility and awareness drive customer engagement with your brand, with the ultimate goal of consumer loyalty and sales, it's safe to say that yes, this year organizations are increasing their investment in social media.
Before you start throwing your marketing budget into the abyss, ask yourself (or your marketing team) the following.
Why Do You Want to Join This Site? What are the strengths of the site, and how will its functionality help you reach your goals.
If being on this site brings no obvious benefit to your business, pass on it.
What is the Time Commitment? Is one site more time intensive than another? Maybe, but probably not.
However, you do need to determine, out loud, how much time you need to be spending on each social media site you join.
Here is a quick example that stands out.
Quora (or LinkedIn Q & A Section) these are both considered social networking sites, however, they have various elements embedded into their interface.
If all you are doing is providing status updates or linking to blog posts on these sites, then you are using it wrong.
These are the types of site where you should set aside a decent amount of time to search for and answer questions that are in your area of expertise.
This is a platform that will absolutely produce referrals based on your activity.
Where Are Your Customers, Peers and Competitors? Regarding social media best practices, it's very hard to recreate the wheel.
There are already tons of great sites out there that your customers, competitors and industry peers are using daily.
Have a presence there.
This means you need to do a bit of research before you jump in headfirst and start signing up for every social media account under the sun.
Is it Worth Your Pretty Penny? Think of the old adage mom used to say to your when you told her you NEEDED a new car, or a later curfew.
Do you need to be on these sites, or do you just want to say you are on a particular social media site? Think of it in terms of allocation of budget (be that time or money) if you had to would you be willing to pay to be on this site? If your only motivation is that it is a "free marketing tool.
" You probably shouldn't waste your time.
Are You Trying to Force it? No one marketing method will win you a new book of business.
Think strategically.
If you are entering social media into a marriage with existing marketing campaigns, how will it fair? Integration and cohesiveness are two underrated elements in marketing campaigns.
If social media doesn't fit will with what you are already doing, you might want to do one of two things.
Either change what you're doing, or wait a while before you start on social media.
We embrace change and encourage you to as well!
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