Companies are running to jumping on the social media wagon, but does anyone really know where the wagon is heading? As I’ve been working on this issue the last few months, I’ve noticed more contrarian views surfacing that are challenging the rules, the benefits and the stampede. But for the most part, even if they disagree with the frenzy, these contrarians still participate in social media in one way or another.

I found an interesting report by Michael A. Stelzner on the “who, what, where, when and why of social media marketing”. A few quick snippets:

• 88% of marketers are using social media
• 92.8% of people ages 30 – 39 years are likely to use social media
  (the highest demographic)
• 81% of those surveyed said the #1 advantage is exposure for the business, while 33% said it helped them close business
• Top 4 tools in order of use: Twitter, blogs, LinkedIn and Facebook

The facts, figures and charts in this report underscore the momentum that social media has gained. I’m seeing Facebook and Twitter icons displayed in more and more emails I receive and the web sites I visit.

It begs the question: Does social media have a place in your business’ marketing mix?

LinkedIn
This was my first entry into the social media world. I was invited to LinkedIn by a colleague over 2 years ago and it took me nearly a year to try. Why so long? I struggled with the concept of pushing the “post” button and having my information out there, floating around, to Lord knows where. Seemed very nebulous to me. I got over it – see for yourself at my LinkedIn page.

Of all social media tools listed in this article, LinkedIn has the perception of being the most professionally focused program. With its little progress bar, it coaxes you to provide more depth and content in the form of work history, associations and networking, along with giving and getting referrals. It updates me on what my connections are doing and who they are connecting to on a weekly basis. You can join as an individual or as a company. My progress bar is at 95% and I'm curious to see what happens when I hit 100%.

I do like LinkedIn because it’s a community of peers that have either sought me out or vice versus. The prompting for content has helped define and refine my business. I haven’t needed a traditional resume for myself in…let’s just say a long time, but if I needed one tomorrow, look no further than my LinkedIn page.

Facebook
Yes, I sheepishly admit I do have a personal Facebook page. It’s an interesting way to stay connected to family, friends or classmates who are spread out around the country. Notice, I said interesting. In my opinion, this is first and foremost a facilitator of personal connections, which needs to be managed well. A quick piece of parental advice…talk to your children about the pits falls of their online personas. Future employers could be watching.

But the business application of Facebook is narrower. I can see that certain businesses may benefit from having a fan page. Retail stores and consumer product companies can reward loyal followers with promotional offers, gather consumer research and announce product launches. For non-profits and community organizations, it can be an efficient and economical way to build awareness, deliver breaking news and engage its members.

I am a fan of a local non-profit. Their content and pictures are great, but I’m not getting alerted enough to know it's there. Perhaps I am not behaving as a fan should, but life is busy and full of distractions. Remind me every so often that something has been posted. Isn’t that what “wall-to-wall” is for? Speaking of which, where is the guide to using Facebook when you first sign-up? A little help to understand the ins and outs would have been nice.

Before companies add that Facebook icon to their emails and websites, they need to think carefully about the potential exposure. One of my clients did. They use Facebook strictly to strengthen communications with their national network of car dealers. But they made a conscious decision not to use it to market to the public. Opening up this kind of online forum can bring out the detractors along with the fans. And undoing negative commentary from the World Wide Web can be difficult and time consuming.

Twitter
Do you tweet? I’m waiting for this to be added as a verb to Webster’s Dictionary and attributed to Twitter like googling is to Google. Segments making fast use of this online tool are political figures, news organizations, celebrities, and professional athletes. Lance Armstrong tweeted during his last Tour de France, which gave his followers first-hand details of his journey. As long as you can keep your posts valuable, tweet your heart out. Take note, “I’m in line for my morning latte,” does not qualify.

I do not tweet. Don’t think I ever will. Although, I recently signed up for an account to get a better handle on it, but at this point I prefer email and texting people I know and I am not limited to 140 characters or less.

Blogs
If the word count is an issue, then there’s always blogging. Think of blogs as online journals. Experts and wannabes a like use blogging to channel their opinions to the idea incubator and soapbox the web has become. While you should not believe everything you read in a blog, companies need to be aware that bloggers can be your best friends or your worst nightmare. It all depends on how they perceive their last interaction with your product or service. That alone should motivate all of us to evaluate our customer service.

Is Social Media for you?
I’m in the midst of reading 2 fascinating books: “The New Rules of Marketing & PR” by David Meerman Scott and "Crush It" by Gary Vaynerchuk. Both tout the power of social media to promote your business. In fact, Gary's book discusses how you can launch a business for zero dollars using social media. I’ll report back with more details in a future issue.

Here are 3 considerations:

First… there’s the little thing called TIME.
It’s that illusive little increment that most of us simply never seem to have enough of. So I challenge you to a litmus test…are you swamped just managing your email? If the answer is yes, then chances are you really don’t have time to manage another outlet, or 2 or 3. Ask yourself honestly how much time can you invest in this new venture before you jump on the wagon. Back to the report I mentioned earlier, it actually sited that marketers spent more time on social media the longer they were using it. Social media can take a lot of time, in fact, managing your online messaging can be a full time job.

My colleagues at Liquid Interactive recently launched a platform solution called Socialtivity™. In a nutshell, it helps you streamline your social media efforts and develop your online brand. It’s a valuable time saver when you are managing multiple social media tools. Check out this video for more information.

Second…whatever tool(s) you’ve selected, be prepared to maintain.
People often get caught up in the buzz of one idea or opportunity and launch an online marketing campaign without a plan to sustain it. Pick a reasonable timeline for you to create and distribute your content. It does not need to be daily or weekly to be effective – just consistent and of value to your audience.

Third…Think social media is the “be all” and replacing traditional marketing? Think again.
In 1991, the first web page was born and the need to create a web site spread like wildfire. There was talk “back then” of how web sites would eliminate the need for print. Guess what... it didn’t. Yes, it did impact the print industry, but consumers’ demand for print did not go away. The smoke cleared and web sites became part of the marketing mix.

Perhaps I’m a bit old school, but I believe in the printed piece. Brochures, direct mail, catalogs, etc. You can hold it in your hands, feel the weight and consume the content at your own pace. And most importantly, a printed piece conveys permanency. It says that someone believed in those words enough to commit them to paper. To me, that’s a statement.

We are still in the early phase of social media marketing, and I will give social media its appropriate seat at the table. But remember it’s just one part of the larger marketing mix.

The next issue of a thoughts on a full moon will be January 30, so in the mean time…your image is a valuable asset. Build it well.

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Lori Blatt
Owner, Blatt Communications
610.987.9202
lori@blattcom.net

BlattCom is a marketing communications firm that focuses on B2B manufacturing and industrial service companies. We develop marketing strategy that elevates their brand, defines the position in the marketplace and creates effective tools to target their ideal client.

Thoughts on a full moon provides our clients, colleagues and prospects with food for thought - perhaps even challenge some long held beliefs - on marketing, branding and the advertising industry in general. It may spark a debate, a chuckle or an audible “hmmm”. We welcome it all.

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Our next "full moon" 01.30.10