Businesses need to stay abreast of rapidly increasing tech breakthroughs, None is more important than the rise of social media.
The Big picture
The Digital Revolution has affected our ideas about time, space and social relationships. Businesses need to stay abreast of rapidly increasing tech breakthroughs that are catalyzing these changes. None is more important than the rise of social media.
Investment in social media is now a necessity
As discussed in Part I of this blog, posted in April–and in our sister Branding website, marketing stories are disseminated differently now, as evidenced by the many social media platforms which have become integral to doing business. Successful organizations are now doing more than pitching their products and services to consumers: they are developing platforms that help foster long-term customer loyalty. How? By encouraging ongoing conversations about their products and services on social media.
OWDT is set to launch a social media sister website
In the near future, OWDT will launch a Social Media sister website to provide comprehensive social media marketing and management services. Our overriding purpose in doing this is twofold:
- First, we want to help you target all those Internet platforms where your customers can be found.
- Second, we want you to have a set of integrated tools to administer all your social media communications from one central hub (including culling customer feedback; managing and responding to it; then disseminating new content). The primary players in this service arena include Buddy Media, SocialEngage, HootSuite, Sprout Social, and Meshfire. We’d be delighted to help you do a comparison between these services to see which best matches your needs.
But first, check out KnowEm.com, a site that allows you to register your brand name across more than 500 social networks. It also protects your brand name from squatters. With its extensive list of social networks, this site will help you scope out networks that are much less well known than FB or Twitter but may have a high representation of those within your demographic target.
A social media shortlist
Facebook and Twitter
With over 1.28 billion active monthly users on Facebook it’s highly likely you’ll find a large number of your customers here. The number of Twitter users, now at over 270 million users, is also growing. Both Facebook and Twitter have recently made it easier to post images and videos to better compete with the growing popularity of image/video-based platforms like Pinterest, Tumblr, and YouTube.
LinkedIn is the most trusted site for higher income, well-educated professionals looking to advance their careers on the Internet. Currently at 300 million monthly users, it’s a highly effective platform for supporting B2B business initiatives. It has a loyal, older user base with the added advantage of a newly upgraded and expanded publishing platform. LinkedIn is rapidly positioning itself as one of the largest sources of content creation.
The majority of marketers underestimate Google+. Because it is integral to Google, this platform ranks as one of the most powerful SEO marketing tactics. Also, its enormous user base of 500 million (monthly usage is much lower) includes a high representation of early adopters and technical professionals who are interested in high-tech products and services.
Another big advantage of Google+ is Google Authorship, projected to be one of the key components to Google’s search ranking algorithm by the end of 2014. ‘Authorship’ helps highlight your author byline (if you post blogs/articles online, something we recommend). It also gives smaller organizations who utilize it a competitive advantage over corporations, at least for now. (A recent study found that less than 4% of Fortune 500 companies are using authorship.)
Pinterest and Tumblr
If your business focuses on any of the interests highlighted among Pinterest‘s featured board categories, you can display pictures of your products or services in action. Because of the ease with which users can share content on Pinterest, your posts can go viral if crafted carefully enough. Tumblr, by contrast, is a microblogging site that allows users to share a variety of content including text, images, audio and links. Recently purchased by Yahoo, legitimate brands like IBM and J Crew are now using it as a marketing tool.