What’s wrong with social media marketing?
Nothing. Well, there are many who would disagree, but that is like saying there is something wrong with advertising. Social is a little baby in the marketing mix, just barely born. Since it is so new, we are still trying to figure out how it fits within our marketing arenas. Here is what we know:
1. SOCIAL MARKETING IS COST EFFECTIVE – None of the social sites charge to set up a page, a group or a profile. So that part is free. Facebook, Twitter, You Tube, Linkedin can link from your site, and you can build your social networks with the advertising you already do. WHY IS THIS IMPORTANT – With a continuously uncertain economy, efficiency in marketing is more important than ever. Social allows you to target your best prospects, and customers easily and inexpensively.
2. THERE IS A BIG DIFFERENCE IN SOCIAL - Since social sites were originally conceived to keep in touch with people on a personal level, marketing may seem unwanted or out of place. That may have been true in the past, but check out what Coca-Cola, Apple, General Mills, Sony and other leading edge companies are doing with social now, and it is obvious, social has turned commercial. All major social sites sell advertising, look around your Facebook page. WHY THIS IS IMPORTANT - Because if the concept of a non-commercial social environment is keeping you away from social marketing, you are leaving money on the table. The votes are in, and marketing on social networks is acceptable, necessary and profitable.
3. SOCIAL METRICS ARE WEAK - Well, they are in comparison to established media. Nevertheless, social is measurable in a number of ways. You can use promotional codes to track sales. And, obviously, the size of your network is an indication of your success. WHY THIS IS IMPORTANT - Measuring results is critical to marketing success. Testing various approaches and formulas has been used for centuries to improve advertising programs. Nielson has just announced it would track social sites. So, letting metrics or the lack thereof keep you from social is a mistake.
4. SOCIAL MARKETING IS RISKY - All marketing is risky. The Internet has made advertising riskier than ever. Now, your customers and prospects can post complaints, negative feedback, or even worse ignore you with a click. WHY THIS IS IMPORTANT- Social has increased the risks, but also the opportunities. If done well, social can be an essential augmentation to your marketing program.
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1). The user is typically driven to complete a task. Often with limited time. The underline notion is a blogger logs on a briefly scans a ton of messages. And so there are better formats for the money. This is why Facebook has had such trouble over time...
2). Mixed audiences...ages, demographics...etc
3). Many audiences do not take the Social Internet seriously. And so perhaps a gap emotionally for serious types of industries that may darken the mood or kind of stain the users experience, even though the advertizes is allowed, the user views the advertisement as displaced and so this is negative.
Many obvious answers also apply... as relevant (profile unique ) advertizement business matures it will become increasingly more a daily fundamental duty for advertisers to target their audiences appropriately not only due to rising costs (blanket advertizing) but due to an audience with a lack of tolerance for such blind and distracting irrelevant information. The economy of patience and focuses...
Personally for me Social Advertizing has a long way to go...