Social Media Marketing seems to be the latest buzz word for anybody aiming to increase their online existence and sales, but is Social Media Marketing (SMM) all it is cracked up to be?
S.M.M companies are now springing up all over the location these days and they are telling anyone that will listen about how extremely important social media like Facebook twitter and YouTube are to your company but, for the typical small to medium sized organisation, does marketing to social networks truly live up to all the buzz? Social media marketing companies are all too delighted to point out the positives of social media like how numerous individuals 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 image? Being the research nut that I am, I chose to take a good look into SMM in regard to selling 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 designer I was continuously (and now increasingly) challenged with a number of social networking difficulties when prospective clients would state that having a site sounds good but they had a Facebook service page and had actually been told by various sources (the ever present yet confidential "they") that social networks were the thing to do, however after discussing their requirements it became quite clear that those prospective clients didn't really know why they required socials media or SMM to create online sales, They simply desired it. For small and medium sized business I always suggested building a quality website over any type of social network, why? Well it's simple truly because social media is Social Media, and social Networks are Social Networks they are not organisation media and business networks (that would be more like LinkedIn). I understand that sounds basic however it's true and the data back it up. The reality is that social media marketing cannot inform you that Facebook is a social media network not a search engine and despite the variety of Facebook users and Google users being around the very same, people don't use Facebook in the same way that they use a search engine like Google (which has around half the online search engine market), Yahoo and Bing to search for organisation or items. They utilize it to correspond with friends and family or for news and home entertainment. 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 only around 23% actually actively utilize social media to connect with brand names. Now out of all individuals who do utilize social media and who do communicate with brand names whether purposefully or not, the bulk (66%) say they need to feel a business is communicating truthfully before they will engage.
How do you use social media marketing? And is it even worth doing?
Well first of all I would state that having actually a well enhanced website is still going to bring you far more service that social media in the majority 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 Website and if you do not have a site you're missing out on all of that prospective service. Regardless of all the (not so good) statistics I still think it is still a great idea for service to utilize social media simply not in the same way that a lot of SMM experts are today, Why? Is it in a Social Media Marketing business's finest interest to talk social networks up?
One of the most significant problems company face with social networks and SMM is perception. The main factor the majority of individuals provide for communicating with brands or company on social media is to receive discount rates, yet the brand names and organisation themselves believe the primary factor people communicate with them on social media is to discover about new products. The majority of organisations think social media will increase advocacy, however only 38 % of consumers agree.
There were some great initiatives revealed in the IBM research study of companies that had gotten some sort of a manage on how to utilize social media to their advantage, keeping in mind that when asked what they do when they connect with services or brands by means of social media, customers list "getting discounts or vouchers" and "buying 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 possible client & the great technique to social media marketing is to sell without attempting to offer (or looking like your selling) unfortunately most social media marketing is focused the wrong method.
Developing a tangible purchaser to customer relationship through social media is not easy and most likely the most benefit to service' using social media to boost their sites Google rankings. Service' need to comprehend that you cannot just setup a Facebook service page and hope for the best. SMM needs effort and prospective clients need to see worth in what you need to provide via your social media efforts provide something worth their social interaction and time and after that you might improve results.
Now just as a footnote Facebook shares have actually dropped to under $20 per share, that's half their initial price ... and the claims are flying
As a web designer I was constantly (and now significantly) faced with several social networking obstacles when prospective customers would say that having a site sounds great but they had a Facebook organisation page and had actually been told by numerous sources (the ever present yet anonymous Social Media Agency "they") that social networks were the thing to do, but after discussing their requirements it became rather clear that those prospective customers didn't really know why they required social networks or SMM to produce online sales, They simply desired it. Well it's simple truly because social media is Social Media, and social Networks are Social Networks they are not organisation media and company 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 stated that they do not engage with brand names over social media at all and only around 23% in fact purposefully utilize social media to communicate with brand names. Well first of all I would state that having a well optimized site is still going to bring you far more business that social media in a lot of cases especially if you are a little 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 prospective business. The main reason a lot of people 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 connect with them on social media is to discover about brand-new products.