In this article we are going to look at social media marketing.
In general terms, social media defines websites which, on the whole, have user-created content rather than content by a single company. For instance, the majority of content on Youtube, Facebook, Myspace, Flickr, Twitter, Digg and Second Life is created by the community. These are all examples of social media sites, as are blogs and forums, and there are many, many thousands now. Some cater to specific niches or geographic locations, some are global, and many have millions of users, all interacting in different ways.
Social media is very much a ‘lean forward’ interactive technology, rather than the old passive, one way, broadcast type media, over which consumers had little input or control. So, this networking has taken off, and it is hardly surprising for a number of reasons.
Firstly, the human being is a very sociable animal, and likes to communicate, share, talk, discuss, argue, and so on! Previously, it was very difficult for people to get their opinions heard, particularly in the mainstream media, such as newspapers and TV. Now anyone can be heard through their blog, on Facebook etc. Secondly, accessibility. The interfaces behind many of the social media sites are simple, clear and easy to engage with. Many sites have become lifelines for older people who are not necessarily mobile enough to get out of the house, and silver surfers are avid users of many of the social networks.
However, whilst the developers make it easy for the end user, for advertisers and marketers this is a new ballgame. Many of the old rules about advertising and marketing do not apply in the social media space. Swarm mentality can rule, humans are fickle, and netiquette is often made up by each new community that populates a site as they go along. What may work on one site may well not work on another.
Understanding and developing a strategy for social media marketing is still taxing many internet marketing brains, just as the route to revenue for many of these sites is still unclear.
However, certain rules are becoming apparent.
- Each social media community is individual, and strategies must be developed for each one.
- You cannot create a marketing strategy for all of the social media sites as new ones spring up by the hour. You must pick and choose what is right from your company, brand and products.
- Test, test, measure, test, change your strategy!! What seems to work one day may well be a failure the next, and what works for one company or brand may not work for another.
- Be prepared to take flak from the community of users. There are some very outspoken people out there who think any brand that attempts to market in ‘their space’ should be pulverized into submission. (This has been particularly obvious on Digg, where internet marketers are generally not treated kindly).
- What may be today’s hot social media site today could well be gone tomorrow. Do not invest too much in marketing on any one site, unless you own it.
- Clearly identify where your target audience can be found in the social media world and focus your attention on those sites.
- Make sure, even if you are not going to sue a particular social media site, that you stake a claim on your brand names, company name and so on before you find a cybersquatter impersonating you.
Experiment with different methods and website to see what suits your corporate personality best, and which your target audience warm to. Social media is not going to go away and it is important to get involved sooner rather than later.
Phil Robinson is an experienced online marketing consultant and Founder of ClickThrough Marketing – an international Search Engine Marketing & Internet Marketing agency.
Tags: developing a strategy, facebook, interactive technology, mainstream media, media marketing, media space, silver surfers