Social Media Marketing seems to be the latest buzz word for anybody aiming 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 telling anybody that will listen about how incredibly crucial social media like Facebook twitter and YouTube are to your company however, for the average little to medium sized service, does marketing to social networks really live up to all the buzz? Social media marketing companies are all too happy to point out the positives of social media like how lots of people utilize Facebook or how numerous tweets were sent out last year and how many individuals view YouTube videos and so on but are you getting the complete picture? Being the research study nut that I am, I decided to take a great look 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 designer I was constantly (and now significantly) confronted with a number of social networking challenges when prospective customers would say that having a site sounds excellent but they had a Facebook business page and had been informed by various sources (the ever present yet anonymous "they") that social networks were the thing to do, however after discussing their requirements it became rather clear that those prospective clients didn't really understand why they required 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 business networks (that would be more like LinkedIn). In a recent research study done by the IBM Institute for Company Worth around 55% of all social media users stated that they do not engage with brands over social media at all and just around 23% in fact actively utilize social media to interact with brands.
So how do you utilize social media marketing? And is it even worth doing?
Well firstly I would state that having a well optimized site is still going to bring you far more service that social media most of the times especially if you are a small to medium sized regional organisation because much more individuals are going to type in "hairdresser Port Macquarie" into an online search engine like Google, Yahoo and Bing than they ever will on any Social Media Website and if you don't have a website you're losing out on all that potential company. Nevertheless regardless of all the (not so good) stats I still believe it is still a great idea for business to use social media simply not in the same way that a great deal of SMM experts are today, Why? Since it's plainly not operating in the method they claim it does. Essentially SMM Business and Organisation as a whole looked at social media networks like Facebook as a fresh market ripe for the selecting when Facebook began getting users measured by the millions PayPal co-founder Peter Thiel invested US$ 500,000 for 7% of the company (in June 2004) and considering that them a couple of venture capital firms have made investments into Facebook and in October 2007, Microsoft announced that it had bought a 1.6% share of Facebook for $240 million. Nevertheless given that Facebook's humble beginnings up previously (2012) both SMM Business and Organisation have cannot genuinely capitalise on the huge number of Facebook users online. The fact is numbers does not equal buyers. Is it in a Social Media Marketing company's benefit to talk socials media up? Absolutely. Is it in a Social Media Network like Facebook's benefits for individuals to believe that companies can offer en masse by marketing and advertising with them? Of course it is. In early 2012, Facebook revealed that its revenues had leapt 65% to $1 billion in the previous year as its revenue which is primarily from marketing had jumped practically 90% to $3.71 billion so plainly the concept of SMM is working out for them but it is exercising for you? Well ... statistically no, however that does not necessarily mean that it never will.
I believe the major distinction in between socials media and search engines is intent. People who utilize Google are intentionally looking for something so if they do a search for hairdressers that's what they are trying to find at that particular time. With something like Facebook the primary intent is normally to connect with friends and family. In October 2008, Mark Zuckerberg himself stated "I do not think social networks can be generated income from in the same way that search (Search Engines) did ... In three years from now we need to find out what the optimum model is. That is not our primary focus today". Among the most significant issues service confront with social media networks and SMM is understanding. Inning accordance with the IBM Institute for Organisation Worth study there were "significant gaps between what companies believe customers appreciate and exactly what consumers say they want from their social media interactions with companies." For example 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 "what's in it for me?" enters play. So the primary reason many people provide for engaging with brand names or organisation on social media is to get discounts, yet the brands and business themselves think the main reason people interact with them on social media is to learn more about brand-new items. For brands and company receiving discounts just ranks 12th on their list of reasons why people connect with them. The majority of organisations think social media will increase advocacy, but only 38 % of customers concur.
If they want to see some sort of outcome from it, business require to find more innovative ways to connect with social media. There were some good initiatives displayed in the IBM research study of business that had actually gotten some sort of a manage on ways to utilize social media to their advantage, keeping in mind that when asked what they do when they connect with organisations or brand names via social media, consumers note "getting discount rates or discount coupons" and "purchasing products and services" as the top 2 activities, respectively an USA ice cream business called Cold Stone Creamery offered discounts on their products on their Facebook page. Additionally there is an excellent program introduced by Best Buys in the U.S called Twelpforce where employees can react to client's concerns through Twitter. With both Cold Stone Creamery and Twelpforce the advantage is plainly in the favour of the terrific technique & the potential customer to social media marketing is to offer without aiming to offer (or looking like your SEO Agency selling) unfortunately most social media marketing is focused the wrong way.
Building a concrete buyer to customer relationship through social media is difficult and probably the most benefit to service' using social media to enhance their sites Google rankings. Business' require to understand that you can't simply setup a Facebook business page and hope for the finest. SMM requires effort and possible clients need to see worth in what you have to provide via your social media efforts provide something worth their social interaction and time and after that you may improve results.
Now just as a footnote Facebook shares have dropped to under $20 per share, that's half their initial cost ... and the lawsuits are flying
As a web designer I was constantly (and now increasingly) challenged with a number of social networking obstacles when prospective clients would state that having a site 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 needs 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 simply desired it. Well it's simple actually because social media is Social Media, and social Networks are Social Networks they are not service media and company networks (that would be more like LinkedIn). In a current study done by the IBM Institute for Organisation 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. Well initially of all I would say that having actually a well optimized site is still going to bring you far more business that social media in many cases especially if you are a small to medium sized local 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 Website and if you don't have a site you're missing out on all of that possible company. The main reason a lot of people provide for interacting with brand names or business on social media is to receive discount rates, yet the brand names and business themselves believe the main reason individuals communicate with them on social media is to find out about new items.