Here at OSM one of the subjects that we find increasingly popular is social media marketing. The way that this marketing platform has taken off over the last few years is nothing short of phenomenal and we’ve written about its benefits many times. However it seems that many people still don’t make time for social media marketing and it’s this that we wanted to take a look at, along with some guidance about specifics.
We’ve recently given some instances of hit social media marketing campaigns and also gave some details a few days ago for how to motivate content sharing for brand marketing. Following this we gave an example about Foursquare and how it created a recent successful marketing campaign. To think that some companies are just too busy for social media marketing seems like madness but sadly that does appear to be the case. Martin Zwilling of Startup Professionals in an article over on Business Insider tells how a friend recently told him he was just “too busy” to initiate social media marketing for his ‘traditional’ business, even though business was down.
You might imagine that this would then be the perfect opportunity to spend some time establishing some form of social media marketing for the company. However Zwilling tells of a recent survey that says that only 47% of businesses are actually using social media for marketing even though 78% of executives feel that it’s crucial to the success of their company. This is pretty disappointing as it’s now well-documented how businesses can benefit from this type of marketing. Dell for example announced a $3 million revenue some years ago from using Twitter while other companies have seen web traffic increase by 800%.
Zwilling notes that one of the reasons why more companies seem reluctant to get involved in social media marketing might be that they simply don’t know how to begin and then gives some extremely useful specifics for how to start. There are six pointers in total, the first being to create a business profile using your company logo on Twitter, LinkedIn and Facebook and not to use it for personal messages. Then you need to develop a marketing strategy that uses two-way communication specific to the platform you are using. Another useful pointer is to become more adept at social networking with peers, making more contacts, sharing in a community and getting tips from others.
Another specific is to experiment with the tools of social media. If you’re already familiar with Facebook and Twitter for example, then you might want to take a look next at sharing videos on YouTube or using WordPress for blogging. The next idea is to learn as much as you can from those in the know and proactively seek that help, maybe by signing up for Webinars. Finally businesses need to take a baseline measurement of their current marketing including expense and lead arrival rate so that they can measure their progress and assess whether new methods are working and keep up with that ongoing assessment.
It’s certainly a challenge to begin trying out social media marketing and of course your time is a valuable resource but now might just be the right moment to spend some of that time initiating social media marketing for your business. We’d be interested to hear your thoughts on this. Do you already have a business that successfully uses social media marketing or maybe you don’t at the moment but would like to get it off the ground? Let us know with your comments.
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