There is no question about it. Social media is the marketing of today. Although it is not the only form of effective marketing, it is impossible to ignore.
Many businesses and people are trying to take the same old principles for advertising and simply implement them on social media forums. They are still in the mind set of broadcasting to as many people as possible. This is social media suicide! The rules have changed.
Permission-based marketing.
People now want to SEEK out the information they desire without it being in their face. Tools like Tivo and satellite radio reinforce this idea. We now have the wonderful ability to decide what information and messages we receive. For this reason, search engine optimization and being available on many different social media portals is crucial. Each wing of your social media plan allows you to become more available i.e. found more often. Fully optimizing these avenues is important in achieving the desired result. It is not to be taken lightly. Just like you would not take your traditional marketing campaign lightly.
Content is Key.
Just “being available” is not the only piece of the puzzle. Social media users are looking for relevant, desired content. If the content isn’t there, you should not even bother. Content will allow others to find you and help them become familiar with you at a glance. When you have the relevant content to back you up, you can then disperse your information via social networks. For example, you maintain a blog which holds your content. You then use Twitter, Facebook, and LinkedIn as a means of getting your information out. Just keep in mind, it does not matter how many people see what you are doing if the content is not there to support you.
Building Trust through Communication.
When users see your content and communication, trust and familiarity are built. You must give to get on social media. Remember that this form of communication is not about you…it’s not about your superiority or product. It’s about the user and engaging them in relevant information that can benefit THEM. These tactics should not be employed if instant gratification is what you crave. Trust and relationships are built over time, but the long-term benefits greatly outweigh the costs.
