Social Media Marketing appears to be the latest buzz word for anybody planning to increase their online existence and sales, but 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 telling anyone that will listen about how exceptionally crucial social media like Facebook twitter and YouTube are to your company but, for the typical small to medium sized business, does marketing to social networks truly live up to all the hype? Social media marketing business are all too delighted to point out the positives of social media like how numerous individuals utilize Facebook or how lots of tweets were sent out last year and how numerous people watch YouTube videos etc. however are you getting the full image? Being the research nut that I am, I decided to take a great look into SMM in regard to offering to see if it actually worked, who did it work for and if it did why did Social Media Marketing work for them?
As a web designer I was constantly (and now significantly) faced with numerous social networking difficulties when potential clients would state that having a website sounds great however they had a Facebook service page and had actually been told by different sources (the ever present yet confidential "they") that social networks were the thing to do, but after discussing their requirements it ended up being quite clear that those prospective customers didn't actually understand why they needed social networks or SMM to produce online sales, They simply wanted it. Well it's easy actually because social media is Social Media, and social Networks are Social Networks they are not service media and organisation networks (that would be more like LinkedIn). In a recent research study done by the IBM Institute for Business Worth 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 purposefully utilize social media to interact with brands.
So how do you utilize social media marketing? And is it even worth doing?
Well to start with I would state that having actually a well optimized site is still going to bring you far more company that social media for the most parts especially if you are a small to medium sized regional organisation since even more people are going to enter "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 all that possible business. In spite of all the (not so excellent) statistics I still believe it is still an excellent concept for business to use social media simply not in the very same way that a lot of SMM experts are today, Why? Since it's plainly not working in the method they declare it does. Generally SMM Companies and Company as a whole took a look at socials media like Facebook as a fresh market ripe for the selecting and when Facebook started getting users measured by the millions PayPal co-founder Peter Thiel invested US$ 500,000 for 7% of the business (in June 2004) and given that them a couple of venture capital firms have actually made financial investments into Facebook and in October 2007, Microsoft revealed that it had actually purchased a 1.6% share of Facebook for $240 million. Given that Facebook's humble beginnings up until now (2012) both SMM Companies and Service have actually failed to truly capitalise on the big number of Facebook users online. The reality is numbers does not equivalent purchasers. Is it in a Social Media Marketing company's best interest to talk social networks up? Absolutely. Is it in a Social Media Network like Facebook's benefits for individuals to believe that companies can sell en masse by marketing and advertising with them? Obviously it is. In early 2012, Facebook divulged that its profits had jumped 65% to $1 billion in the previous year as its income which is primarily from advertising had leapt practically 90% to $3.71 billion so plainly the concept of SMM is working out for them but it is working out for you? Well ... statistically no, however that does not always indicate that it never ever will.
I think the significant distinction in between social media networks and online search engine is intent. Individuals who utilize Google are intentionally looking for something so if they do a look for hair stylists that's what they are looking for at that particular time. With something like Facebook the primary intent is typically to connect with family and friends. In October 2008, Mark Zuckerberg himself stated "I do not believe socials media can be generated income from in the same way that search (Search Engines) did ... In three years from now we have to figure out what the optimum model is. But that is not our primary focus today". One of the biggest problems business face with social networks and SMM is perception. According to the IBM Institute for Company Value study there were "significant gaps between what businesses think consumers care about and exactly what customers state they desire from their social media interactions with business." In today's society people are not just going to hand you over there recommendations, Facebook likes, comments or details without getting something back for it, so the old adage "exactly what's in it for me?" comes into play. The main factor a lot of individuals provide for communicating with brands or company on social media is to receive discounts, yet the brand names and organisation themselves believe the primary reason people interact with them on social media is to find out about brand-new items. For brand names and company receiving discounts only ranks 12th on their list of reasons that individuals engage with them. A lot of services believe social media will increase advocacy, but only 38 % of customers concur.
Companies need to discover more ingenious methods to connect with social media if they want to see some sort of result from it. There were some good initiatives displayed in the IBM study of companies that had actually gotten some sort of a handle on the best ways to use social media to their advantage, keeping in mind that when asked exactly what they do when they engage SEO Agency with companies or brand names via social media, customers list "getting discount rates or discount coupons" and "buying products and services" as the leading two activities, respectively an USA ice cream company called Cold Stone Creamery used discounts on their items on their Facebook page. There is a great program released by Finest Buys in the UNITED STATE called Twelpforce where staff members can react to client's concerns through Twitter. With both Cold Stone Creamery and Twelpforce the benefit is clearly in the favour of the possible customer & the excellent technique to social media marketing is to offer without trying to offer (or looking like your selling) regrettably most social media marketing is focused the wrong way.
Developing a tangible purchaser to consumer relationship by means of social media is not easy and probably the most benefit to company' utilizing social media to enhance their sites Google rankings. But company' have to comprehend that you can't simply setup a Facebook company page and hope for the very best. SMM requires effort and possible clients need to see worth in what you need to offer by means of 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 initial cost ... and the claims are flying
As a web designer I was constantly (and now significantly) faced with several social networking obstacles when prospective clients would state that having a website sounds good however they had a Facebook company page and had been informed by various sources (the ever present yet confidential "they") that social networks were the thing to do, but after discussing their requirements it ended up being quite clear that those possible clients didn't in fact know why they required social networks or SMM to produce online sales, They just desired it. Well it's easy really since social media is Social Media, and social Networks are Social Networks they are not business media and service 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 specified that they do not engage with brands over social media at all and just around 23% actually actively use social media to connect 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 specifically if you are a small to medium sized regional company due to the fact that far more people 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 the majority of individuals offer for communicating with brand names or company on social media is to get discounts, yet the brand names and company themselves believe the main factor people engage with them on social media is to learn about brand-new items.