• 09Mar

  The Four Biggies in Social Media Marketing

  SociaLNK No Comments
  

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  Growing your business through Social Media Marketing (SMM), doesn’t have to be complicated. The four main social platforms to be aware of are increasing in popularity and continue to be the powerhouses of social media. The four most commonly used social media channels are:

  Facebook

  Originally conceived as an alternative to the standard printed yearbook, Facebook users were required to have a valid email address for a college, university, or high school in order to participate in this social network. Because of this, mainly college students used the site to keep in touch with friends. However, when Facebook opened up to anyone with an email address, many in the Baby Boomer generation began using it as a way to reconnect with their former classmates, as well. Now, the average Facebook user is 35, but everyone from an 85-year-old grandmother to a 13-year-old cousin has access. What this means for your business is a broader reach to demographics that include all ages, genders, races, etc. Facebook has become more business-friendly as well, encouraging companies to create “Fan Pages” and connect with their customers through the site.

  YouTube

  This site, used to upload and share informal videos, has become a sensation not only because of its viral nature, but also because of the community which sharing videos creates. There are even quasi-celebrities known only for their YouTube video updates. Becoming a part of this video-sharing community could mean big things for your business as you harness the power of video word of mouth (WOM).

  Twitter

  Those who use Twitter are known as micro-bloggers, since the site only allows 140 characters to be typed in at one time. Thus, the user is encouraged to use creativity in posting. Many use Twitter to share links to other sites or blogs, and again, the sharing capacities on the site are what make this social media tool important to your company. When you are engaging with consumers through sharing links and other information, they are more likely to share about your business as well.

  LinkedIn

  This website has always been known as the major business networking site. To some consumers, this may be one reason not to use the program. However, LinkedIn has become more social, and therefore more users are now engaged with it. Your business can definitely benefit from the community found here, as well as interacting with other businesses for increased knowledge of your particular industry.

  How are you using these big four networks to your advantage? What other social media tools are you utilizing?

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• 08Mar

  Social Media for Small Businesses

  SociaLNK No Comments

  For small and large businesses alike, the core of online marketing is creating and maintaining a solid social media presence. As a small business, you may feel that this is out of reach for your company or that you don’t have the time or money to invest in social media. However, small businesses today are using social media more than ever as a means to reach customers without using valuable marketing dollars. To do so, there are four simple rules to remember.

  

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  Rule #1: Create a truly excellent product or service. When what you produce is above standard quality, it is something the company can stand behind and promote effortlessly—even if your company only consists of 10 people!

  Rule #2: Update regularly—without repeating yourself. Keep your customers up-to-date on new products, promotions, and events going on at your company.

  Rule #3: Use a variety of tools. Options for communication means engagement is more likely on the different social media platforms. This is different from simply broadcasting information about your company; the goal is to engage the consumer, not just inform. Current customers can share experiences, offer advice, and write reviews. New customers will appreciate the validity and transparency of your company through this honest feedback. Thus, more customer interaction will occur. Such positivity cannot be manufactured!

  Rule #4: Go beyond what is expected. Depending on the social media channel used, more information can be given about your products, services, or the company itself. Find your way to connecting on a deeper level with your customers as you reveal more about your company. You will be rewarded with truly loyal customers.

  How does social media use by a small business differ from what the large corporations are doing to engage consumers? What are the advantages for the small business?

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• 08Mar

  Your Social Media Strategy

  SociaLNK No Comments

  It should be clear by now that Social Media Marketing (SMM) can be used effectively to increase business and sales for your company. So, once you have decided to implement Social Media into your marketing plan, you will need a Social Media Strategy. This won’t be difficult for you to plan if you know your audience well. However, depending on the size or your company and the knowledge of your staff, it may be in your best interest to hire an online marketing agency or consultant. These professionals are up-to-date on social media best practices, and can help you pin down your target audience, your goals for using SMM, and your plan for measuring the Return on Investment (ROI) for using social media.

  

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  If you choose not to hire an agency or consultant, then you should figure out which member(s) of your marketing team will focus solely on social media. This is not just one part of marketing but is indeed a full-time job in itself. Only putting half-effort into your SMM campaign will ensure that your ROI goals are not met! As with all business ventures, you should put in the manpower you need to succeed.

  Once you know who is heading up your campaign, understand the two most important fundamentals of SMM: Knowing your audience, and knowing your tools. Make sure you target the right people, and use the right social media tools for your particular business. Some companies may find that Twitter works well while others use LinkedIn and Facebook, but find no use for tweeting. It all depends on your goals for the campaign. Each social media channel provides different tools.

  The other basic fundamental for your social media strategy is QUALITY. Remember that your content should be of high caliber; just as your products and brand should stand up to scrutiny and the test of time, so should your social media output. Whether blogging, tweeting, or updating a status remember that you are being watched and that is a good thing.

  As you integrate social media into your marketing strategy, what other basics should not be forgotten? How has your business implemented SMM successfully?

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• 04Mar

  Twitter Results for B2B Marketing

  SociaLNK No Comments

  A recent survey by MarketingProfs has shown that Twitter use for B2B Marketing is showing results for users as never before. It seems that many more small and medium businesses are engaging in social media and reaping the benefits of it. For anyone looking for proof that social media marketing works, it seems that the MarketingProfs have the answers.

  

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  The most obvious use of Twitter is as a monitoring device. Since tweets are created, distributed, and retweeted (passed along) in real time, it is advantageous for businesses to be aware of what is being said about them on the site. This creates an opportunity for responding to any possible public relations (PR) problems that may come up in a timely manner. You will know immediately when someone has tweeted something negative and you can respond within seconds.

  A second most popular use for Twitter in B2B is to create in-person meetings. Although this may seem counter-intuitive, social media can certainly be used as a gateway to make real-world connections and business interactions. This is the merging of physical-realm networking (which many are already familiar with) and the new realm of social networking.

  Twitter is also being used to drive traffic through links and drive sales through links to promotional pages.

  Overall, Twitter use has been effective for many B2B interactions. How will your business implement Twitter into your social media strategy?

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• 03Mar

  Prioritize Social Media Tasks to Avoid Wasting Time

  SociaLNK No Comments

  Let’s face it: Social Media can be a big time-waster! The process of integrating social media into your business’s marketing strategy involves not only setting up accounts at various social networking sites, but also maintaining those accounts and remaining an active member of the communities you have joined. Nothing will kill your social media campaign faster than opening an account and not using it to interact with others. This is a waste of potential; the benefits of engaging with consumers and colleagues through social media include staying at the top of your field and gaining new customers as well as sales. Social media interactions should not be underestimated.

  

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  Yet who has the time to devote to social media when other marketing tasks must be addressed? This is where the beauty of delegation comes in. A company would be wise to hire either an online marketing agency, or a virtual marketing assistant of some kind. This should be considered part of the marketing and advertising budget. Also, hiring someone to blog for your business—keeping the content regular and relevant—is an excellent addition to your social media strategy.

  Another course of action is to nail down a specific schedule for social media activities. This will allow you to participate in the social media realm, giving yourself one or two hours per day, and using the rest of your time for your other business-related tasks. The hard part is restricting the time spent on social media sites and forums. Although Twitter and Facebook can be informative, this is oftentimes considered too much information. Limiting yourself to two hours per day checking the sites will allow you to catch up on the latest news without being glued to the site all day.

  Don’t let social media become a useless distraction; work hard to prioritize your social media use for the benefit of your company.

  How have you found social media websites useful for your company? How are they a distraction?

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• 02Mar

  Connecting With Fans through Social Media

  SociaLNK No Comments

  Have you recently implemented social media into your business’s marketing strategy? Which elements of social media are most useful to reach your current and potential clients? I believe the building blocks of a good social media strategy are blogging and social networking.

  One of the most effective ways to reach your target audience through social media is by creating a company blog. There are a few elements to the blog which must be consistent. First, your content must be unique, personal, and relevant. If you wish to engage your readers you must have genuine and original content first and foremost. Otherwise, your customer will be turned off to your blog and possibly dismiss your company altogether. Keep your blog content fresh; remember your target audience and what is important to them. It does not have to be stale business-speak at all. Instead, try to reach out to what is important to your customers. Get your customers involved by asking for their feedback. This can be done through comments and online polls.

  

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  When your customers are reading your blog regularly, you can begin making more personal connections by interacting on social networking sites. Again, stay relevant to your audience. It is not necessary to push your business, products, or brand onto consumer. If they are your fans they will welcome the chance to add your account or page to their list of contacts. You can join in conversations or start conversations; add more friends and keep the conversations going. All of this is good public relations. When you have fans that want to advocate for you—retweeting, sharing, and inviting others to become your new fans—then you will know the impact of your online presence.

  Once you are creating relevant and regular web content on your blog, you can also advertise about your blog on your social networks. This combines the two approaches to social media outreach.

  Do you agree that blogging and social networking are the fundamentals of social media? What would you do differently?

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• 01Mar

  Small Business Opts For Social Media Marketing

  SociaLNK No Comments

  The New York Times recently reported on a new cigar company, EPC, and their decision to choose social media marketing over most forms of traditional marketing. The advertising agency who was hired for the company gave the owners a range of options in both arenas. Traditional marketing for a cigar business would include ads on the top of New York City taxicabs, or print ads in magazines geared toward the cigar enthusiast and smoker. However, for EPC, the ad agency DeVito/Verdi had some new ideas. They offered a range of social media advertising ideas to the company as well, and included conventional forms of marketing that would try to reach non-smokers or occasional cigar smokers. This broadened the playing field for the Carrillo family, who owns EPC. They had major decisions to make: play it safe and stick to established marketing tactics, or venture into the world of social media?

  The Carillos chose to experiment with Social Media Marketing. Thanks to their advertising agency, EPC Cigar is now set up with a website featuring a Google map that identifies Twitter messages about cigars. The map moves to the origin of the tweet, creating an ongoing cigar conversation. The website also has information about the family’s history, and the manufacturing of their cigars. In addition, fans can follow the business owner on Twitter, Facebook, YouTube and Flickr.

  Through social media use, the company has only spent about 1/6 of its marketing budget. However, is it working for them? The Times did a follow-up article to determine what other small business owners thought about EPC’s strategy. One person said the advantage of social media was cost-effectiveness, yet she didn’t find the website to be user-friendly. Another pointed out that in social media, the investment is not just financial; there is a time investment in managing social media accounts and profiles. Another point made was that while EPC is building a solid online community through the cigar tweets, the actual numbers of fans and followers are disappointing. One more small business owner pointed out that while social media can be effective, the basics of marketing should not be avoided altogether.

  The question here, then, does not seem to be “Will social media work for you?” Rather, the question is “HOW will social media work for you?” In other words, to use social media or traditional marketing is not the issue; a company must incorporate social media in a way that is relevant for the company. Simply accessing and using social media does not guarantee success in the field. One must consider all the options within social media and hone in on the most effective and relevant for the business in order to see successful results.

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• 26Feb

  Effective Online Networking with Social Media

  SociaLNK No Comments

  Alexandra Levit on Mashable.com notes the importance of “establishing relationships” through networking. She says that you can get “valuable feedback” from contacts and “make educated decisions” for the future based on what you learn. This advice is critical for businesses engaging in social media marketing, as social media takes networking beyond the physical realm, which creates more potential for connection. The main goal of networking in social media should be to gain information, increase your brand’s visibility, and establish personal connections.

  When using social media, keep in mind that using only one social networking site is limiting. Instead, work to broaden your field of influence. Engage in more than one network and work to become a truly valued community member there. This makes your communities little hubs of support for your company.

  Don’t be shy about asking for help. When you have become a valued member of your social network, be bold about asking for recommendations and favors. Having already gained a good reputation, your fans will be glad to advocate for your brand. Also give back to those who have helped you; reciprocation will increase your likeability factor.

  Get more personal with your fans as you get to know them individually. Taking the time to become liked will backfire unless you can connect on a personal level with others, as well. Remember that contrary to traditional marketing, those one-on-one connections are vital to your campaigns.

  Follow up occasionally with your contacts. Don’t constantly berate them with comments, but don’t be a stranger either. Once you have gotten more personal with your advocates, you can come up with a timeframe for checking in with each of them.

  These strategies for integrating networking with social media marketing will keep you well on your way to seeing results from your campaigns. Remember to stay engaged! Do not go dormant or your fan base will diminish rapidly.

  What other ideas have helped with your online networking? How has becoming engaged through social media increased your company’s overall success?

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• 26Feb

  The Value of Social Media

  SociaLNK No Comments

  As social media use among businesses becomes more and more popular, the question remains: what is the value of social media? Some companies may say it is indispensable for their marketing strategy while others are barely taking the first step into social media marketing, still wary of the implications—or lack of return on investment (ROI). These are both understandable positions. Many an online marketing agency will tell you that the research is there and the results are measurable. They are a different kind of measurement than used in traditional marketing, however. Because the value of social media is more variable, and harder to measure, many times the initial investment will be less expensive.

  

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  The definite benefits of social media are to engage consumers and become part of ongoing conversations with them. Many sources tell us that in the past few years, customers have been relying more on peer recommendations and less on traditional advertising. When your company is part of the online buzz, you can monitor what is being said and add to the conversation, keeping the info about your own business current and fresh in people’s minds. Also, your customers will appreciate the one-on-one interactions you are able to have with them via social networking. It adds a personal touch and they will feel like you care.

  How you use social media is as important as using it. Your main goal should be connecting to consumers, not necessarily using social media in the traditional advertising style. Uploading a video on YouTube, for example, could be effective as long as the video is not a traditional advertisement, but a more thought-out campaign to connect with the consumer/advocate.

  How are your interactions with customers through social media affecting your overall goals for marketing? What can you do differently within your social media strategy?

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• 25Feb

  China’s QZone Network: Bigger Than Facebook?

  SociaLNK No Comments

  Social Media has taken the world by storm. But when those of us in the West talk about social networks, we generally refer to Facebook, MySpace, Twitter, YouTube and Flickr. There may be one or two other big names like LinkedIn, but for the most part everyone knows the most popular site as Facebook.

  What could be bigger than Facebook? Apparently, it is China’s social networking site QZone. According to CrunchBase, “QZone is a virtual world and social networking application for self-expression and content sharing.” Sounds familiar, doesn’t it? This is exactly what Facebook is used for every day.

  Trying to find current information on QZone has been difficult, mainly because the site itself is written strictly in a Chinese dialect—I can’t even tell you if it’s Mandarin or Cantonese, much less read the information. The most current English-language info I could find states that QZone is indeed more popular than Facebook. According to TechCrunch, research from Tencent—the company who runs QZone—says that more than 200 million people were using QZone as of January 31, 2009. Another source reports on Tencent’s findings that 150 million of the accounts have posted text through the service, while more than 4 million users have uploaded photos daily. Also, QZone averages 60 million photos uploaded and 9.5 million blog entries added daily. These results are current as of January 2009, but Socialnomics data revealed that by July 2009, QZone reported over 300 million users.

  

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  Is this more users than Facebook can boast? Not according to recent Facebook statistics. As of this month, Facebook reports 400 million active users, and about 70 percent of them are outside the United States. However, the data must be compared to more recent QZone stats before one can be described as truly bigger than the other.

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