Social Media Marketing seems to be the current buzz word for anybody wanting to increase their online presence 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 place these days and they are informing anyone that will listen about how extremely important social media like Facebook twitter and YouTube are to your service but, for the typical small to medium sized organisation, does marketing to social networks truly live up to all the hype? Social media marketing business are all too happy to point out the positives of social media like how numerous people use Facebook or how lots of tweets were sent out last year and how numerous individuals view YouTube videos and so on but are you getting the complete photo? Being the research study nut that I am, I chose to take a good appearance into SMM in regard to offering to see if it in fact worked, who did it work for and if it did why did Social Media Marketing work for them?
As a web developer I was continuously (and now increasingly) challenged with several social networking difficulties when prospective customers would say that having a site sounds great however they had a Facebook company page and had actually been told by numerous sources (the ever present yet anonymous "they") that social media networks were the thing to do, however after discussing their requirements it became rather clear that those potential clients didn't actually know why they required social media networks or SMM to generate online sales, They simply desired it. For medium and little sized service I constantly suggested building a quality website over any kind of social media, why? Well it's easy actually since social media is Social Media, and social Networks are Social Networks they are not business media and organisation networks (that would be more like LinkedIn). I understand that sounds easy but it holds true and the statistics back it up. The reality is that social media marketing cannot inform you that Facebook is a social network not an online search engine and in spite of the variety of Facebook users and Google users being around the exact same, people do not use Facebook in the same way that they utilize a search engine like Google (which has around half the online search engine market), Yahoo and Bing to search for service or products. They use it to communicate with friends and family or for news and home entertainment. In a current study done by the IBM Institute for Business Value around 55% of all social media users mentioned that they do not engage with brands over social media at all and only around 23% actually actively use social media to connect with brands. Now from all the people who do utilize social media and who do communicate with brands whether purposefully or not, the majority (66%) say they need to feel a company is communicating honestly prior to they will communicate.
How do you utilize social media marketing? And is it even worth doing?
Well initially of all I would state that having actually a well enhanced website is still going to bring you far more company that social media in a lot of cases specifically if you are a small to medium sized local service 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 Site and if you do not have a site you're missing out on out on all of that potential company. In spite of all the (not so excellent) data I still believe it is still a good idea for company to use social media just not in the exact same method that a lot of SMM specialists are today, Why? Is it in a Social Media Marketing business's finest interest to talk social networks up?
One of the greatest issues company face with social networks and SMM is perception. The primary reason most people offer for connecting with brand names or organisation on social media is to get discount rates, yet the brand names and organisation themselves believe the primary reason people communicate with them on social media is to learn about new products. The majority of organisations think social media will increase advocacy, however just 38 % of customers agree.
There were some good efforts revealed in the IBM study of business that had actually gotten some sort of a handle on how to utilize social media to their benefit, keeping in mind that when asked exactly what they do when they communicate with companies or brand names through social media, consumers note "getting discount rates or vouchers" and "buying items and services" as the top 2 activities, respectively an USA 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 great technique & the possible client to social media marketing is to sell without attempting to sell (or looking like your selling) sadly most social media marketing is focused the wrong method.
Developing a tangible purchaser to consumer relationship via social media is hard and most likely the most benefit to company' using social media to enhance their sites Google rankings. But organisation' have to understand that you cannot simply setup a Facebook company page and hope for the very best. SMM requires effort and possible consumers need to see value in exactly what you have to use by means of your social media efforts give them something worth their social interaction and time 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 developer I was continuously (and now progressively) confronted with numerous social networking challenges when possible customers would say that having a site sounds great but they had a Facebook service page and had been informed by different sources (the ever present yet anonymous "they") that social networks were the thing to do, however after discussing their needs it became rather clear that those prospective clients didn't really know why they required social networks or SMM to produce online sales, They just desired it. Well it's simple actually since social media is Social Media, and social Networks are Social Networks they are not business media and organisation networks (that would be more like LinkedIn). In a recent research 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 purposefully utilize social media to interact with Website brands. Well first of all I would say that having actually a well enhanced website is still going to bring you far more company that social media in many cases particularly if you are a small to medium sized regional service because far more individuals 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 Site and if you don't have a site you're missing out on all of that possible business. The main reason the majority of people give for engaging with brands or service on social media is to get discounts, yet the brand names and business themselves believe the main reason individuals interact with them on social media is to find out about brand-new products.