Facebook. Twitter. LinkedIN. You Tube. Hootsuite...
Hootsuite?? Yes, you read me correctly. I didn't know what it was either, until last week. Those mentioned above, and many, many other social media forums have made their grand entrance into our lives and have been embraced in different ways by those that have opened our doors for them.
Sure, I was quick to follow the Facebook craze back in 2008. Why not? Everyone was doing it, right? It was a great way to keep up with old friends from school; see more pictures of your friend's kids than you had of your own (& even see some pictures you probably didn't want to see); find those that really have more time than they know what to do with (I really didn't need to know what you were doing every minute of every hour of every day); and show your affiliation to anything from political party to your favorite music group.
Having said that, let's dig a little deeper than the personal aspect social media has had, and focus on its relation to the business environment. Think back to the early stages of the "dot-com" era when this thing called the Information Superhighway was banging on our door. Business leaders were asking themselves "how can my company use the internet?" The web soon became more than just a marketing tactic or an avenue for communicating. Instead, it was a revolution that altered the way companies did business. This was a time of fear, confusion, and change, yet more importantly, a time for OPPORTUNITY. Many organizations struggled to adapt to these changes.
Social Media has and will continue to bring these same types of changes to the business environment. Now take a minute and reflect on this well known quote: "Those that do not learn from history are doomed to repeat it". Ouch. That took many of us back to the late nineties didn't it?
So what can we expect and how can we prepare?
- The internet was initially dismissed as a playground for kids & geeks. (sound familiar to social media discussions you may have had recently?) It became evident that its usage was making its way quickly across age, gender, race and almost every other demographic. More importantly, was recognizing that while virtually everyone was going to be "surfing" (online shopping, reading newspapers, using search engines, etc.), not all would use in the same manner. Therefore, organizations couldn't then, and can't now, rely on a single online strategy to reach their intended audience.
- Businesses must understand the needs & expectations of their prospective targets. There is not a "sure-fire" way or a simple checklist that every company should follow to guarantee immediate success with social media. The key is......you have to play the game. Take risks. Get involved. Educate yourself and your employees. Try new ideas. Some will work, some will fail. Those that sit on the sidelines and wait for it all to get sorted out will quickly find themselves at a competitive disadvantage.
With the Super Bowl right around the corner, here's an interesting article regarding one of the "Marketing Giants" of our time (Pepsi) and how, for the first time in 23 years, they will not be purchasing a commercial spot for this year's big game. Instead, they are sinking $20M into a social media program that they expect will have a huge effect on the community.
http://abcnews.go.com/Business/pepsis-big-gamble-ditching-super-bowl-social-media/story?id=9402514
How will your organization adapt and react to Social Media??
Brian Day, Account Consultant
Unified360
For those of you who refuse to join the Twitter world because you think it's pointless, stupid, or it's simply the "fear of the unknown" that keeps you away, I suggest you adjust your thinking; stat. Twitter is the newest and fastest growing information network on the internet right now. It's growing at such a pace that Google and Microsoft are taking notice and including Tweets in their search results.
For the average person, Twitter is a way for information to come to you. Long gone are the days of searching for information by weeding through articles and websites. With one look at the "trending topics" or by following your most trusted news source on Twitter, the news has found you instead. Not only do you get directed to general news stories, but YOU have the chance to personally respond to, and generate breaking news as it happens.
Take the Fort Hood massacre for example. Before any T.V. station or newspaper broke the story, news of what was happening was already on Twitter. How, you ask? People were tweeting from inside Fort Hood as the events were happening around them. Those who were under lockdown for the next several hours were able to share their thoughts and fears and receive comforting messages and updated information through Twitter. There were several Twitter profiles created specifically for news about the shooting. I personally follow @FtHoodShooting to get hourly updates on news about the event, and I don't have to search through tons of other stories to get it.
For business owners, Twitter is a way to brand yourself and get your name out to an audience you haven't reached before. Tweet about the latest updates within your company, post a link to your blog or a Twitpic from last week's office party... The more you utilize it as a marketing tool, the more you will see an increase in web traffic and brand recognition. For those of you who are concerned that Twitter will replace all of the hard work you put into blogs, press releases, etc... no need to worry. 140 characters does not a story make. Post a link to your article with a catchy tagline and drive Tweeters to your site. Remember, it's all about simplifying things and making news more accessible.
Facebook and LinkedIn are two other social networking sites that are now working with Twitter to allow peoples Tweets to show up on their profiles. A smart move if you ask me. Though the connection to Facebook was inevitable, the partnership with LinkedIn has secured Twitter's role as a network for professional conversation.
So, back to my original point; if you're not on Twitter, make the move now! It's up to you to keep up with advances in information technology and this one is taking off, rapidly. As with everything, there is a learning curve. I'm still learning new things about Twitter everyday. But take the time to study it and use it to your advantage. You won't regret it.
Tara Young, Marketing Coordinator
Unified360
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