This is a question I get asked a lot at the moment by clients and marketing colleagues alike.
This is a question I get asked a lot at the moment by clients and marketing colleagues alike. As an avid user of Twitter and blogs over the last 8 months, I can see its benefits for business (especially for the smaller enterprises). However, I do also see the negatives which tend to get overridden by the evangelism of social media enthusiasts. So here's my (old school marketing) view of social media - let me know what you think!
The positives: I am definitely a fan of social media. It's an easy way to interact with prospective/ existing customers. It's more about time and effort than throwing pounds at marketing activities. Do it right (eg stick to social media etiquette) and it makes a great communications channel to spread your brand and reputation in a positive way - and gather feedback on how you're doing it.
Two successful examples of this are Plymouth-based @InspirationGuy (our genial blog host Ash!) and @DevonshireTea. As a service based business, Ash interacts with fellow Tweeters in a way that makes them feel individual and special (I know this as I have had lots of people recommend him to me off-line as well). Gavin and his team at Devonshire Tea also have a highly social and interactive way of reaching new audiences for their product-based business - I only discovered them on Twitter and am now a happy customer and advocate!
The Negatives of social media: I keep coming across social media evangelists who tell people it is the ONLY channel to get your business message out there. Their focus is it's all about the numbers - how many followers, how many tweets etc. But basic marketing principles still apply, no matter what the channel. You can talk to as many people as you like, but if they're not paying attention or can't listen, it doesn't matter how many 1000s are out there! Key to using social media as a marcoms channel is QUALITY not quantity. How and where does your target audience get its information? If they're not on-line, there's no point you using social media!
In my company's news blog, I recently commented on the outcomes of the Institute of Practitioners in Advertising Touch Points Survey which analyses how UK adults communicate and the role media play in their lives.
Whilst people are increasingly using mobiles, the vast majority of us still communicate most frequently face to face. Of those of us who use social media, unsurprisingly the majority are 15-24 year olds, but a sizeable (and growing) minority of 37% of UK adults use it too (mainly Facebook, with only 4% using Twitter).
To some of the social media gurus of this world, off-line marketing is increasingly irrelevant. The reality is far from this situation - a large percentage of people still prefer the tangibility (and relative permanence) of brochures and paper. In fact, some of the "old fashioned" marketing channels such as off-line print and brochures are exactly what some businesses need because that is exactly what their client base want.
So where does Social Media fit within Marketing? My advice is to keep exploring the on-line universe of social media, especially if you run a smaller business as it can be great value for money. But remember it is only one marketing tool of the many available and it's the marketing mix that matters!
About the Author:
Sue Windley (aka @DangerousMkting) is a Chartered Marketer with 20+ years of experience working with SMEs to help them generate and accelerate their business growth, either by being 'an extra pair of hands' to add resource or through coaching business owners to do it for themselves.
To find out more or to arrange a free initial consultation, contact Sue via Twitter or her company website.
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