Social Media Marketing seems to be the current buzz word for anybody planning to increase their online existence and sales, however is Social Media Marketing (SMM) all it is cracked up to be?
S.M.M companies are now emerging all over the place these days and they are informing anybody that will listen about how extremely essential social media like Facebook twitter and YouTube are to your organisation however, for the typical small to medium sized company, does marketing to social media networks truly measure up to all the buzz? Is spending a little fortune on working with a SMM business actually worth it? And has anybody truly done their research study on this before they employed somebody to establish there Facebook organisation page? Some SMM business are establishing things like Facebook business pages (which are free) for $600 to $1,000 or more and informing their customers that they do not require a site since Facebook is the greatest social media on the planet and everyone has a Facebook account. Now while it may be true that Facebook is the biggest social media worldwide and yes, Facebook's members are potential customers, the genuine question is are they in fact purchasing? Social media marketing companies are all too happy to explain the positives of social media like the number of people use Facebook or how many tweets were sent in 2015 and how many people enjoy YouTube videos etc. however are you getting the complete image? I as soon as sat beside a SMM "expert" at a business workshop who was spruiking to anyone who came within earshot about the incredible benefits of setting up a Facebook company page for small business (with him of course) and selling on Facebook. So, intrigued by the abovementioned "specialists" guidance I looked him up on Facebook only to discover he had only 11 Facebook buddies (not a great start). So being the research study nut that I am, I decided to take a good check out SMM in regard to selling to see if it actually worked, who did it work for and if it did why did Social Media Marketing work for them? And should organisation rely so heavily on social networks for sales?
As a web developer I was continuously (and now progressively) confronted with a number of social networking challenges when prospective clients would say that having a site sounds good however they had a Facebook company page and had actually been informed by various sources (the ever present yet confidential "they") that social media networks were the thing to do, however after discussing their needs it ended up being quite clear that those possible clients didn't in fact know why they required social networks or SMM to produce online sales, They just wanted it. For small and medium sized company I constantly recommended constructing a quality website over any kind of social network, why? Well it's basic truly because social media is Social Media, and social Networks are Social Networks they are not service media and business networks (that would be more like LinkedIn). I understand that sounds simple but it holds true and the statistics back it up. The reality is that social media marketing fails to inform you that Facebook is a social media network not a search engine and in spite of the variety of Facebook users and Google users being around the exact same, people don't use Facebook in the same way that they utilize a search engine like Google (which has around half the online search engine market), Yahoo and Bing to search for organisation or products. They use it to stay connected with family and friends or for news and home entertainment. In a recent research study done by the IBM Institute for Company Worth around 55% of all social media users specified that they do not engage with brands over social media at all and just around 23% actually actively use social media to engage with brands. Now from all the people who do utilize social media and who do connect with brands whether actively or not, the majority (66%) say they have to feel a company is interacting truthfully before they will engage.
How do you use social media marketing? And is it even worth doing?
Well initially of all I would state that having actually a well enhanced site is still going to bring you far more company that social media in many cases particularly if you are a little to medium sized regional organisation because far more people are going to type in "hairdresser Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Site and if you don't have a website you're missing out on all of that prospective company. In spite of all the (not so great) data I still believe it is still an excellent concept for organisation to utilize social media simply not in the very same method that a lot of SMM professionals are today, Why? Is it in a Social Media Marketing company's best interest to talk social networks up?
I believe the major difference between social media networks and search engines is intent. Individuals who utilize Google are intentionally looking for something so if they do a look for hairdressers that's what they are trying to find at that specific time. With something like Facebook the primary intent is usually to connect with friends and family. In October 2008, Mark Zuckerberg himself said "I don't think social media networks can be monetized in the same way that search (Search Engines) did ... In three years from now we have to determine what the optimal design is. That is not our main focus today". Among the most significant issues service confront with socials media and SMM is understanding. Inning accordance with the IBM Institute for Service Worth study there were "substantial spaces in between exactly what services believe consumers care about and what consumers say they want from their social media interactions with companies." For example in today's society people are not just going to hand you over there recommendations, Facebook likes, comments or details without getting something back for it, so the old adage "what's in it for me?" enters play. The primary reason most people offer for connecting with brand names or organisation on social media is to get discount rates, yet the brand names and company themselves think the main reason people connect with them on social media is to find out about brand-new items. For brands and company receiving discounts just ranks 12th on their list of reasons that individuals communicate with them. Many companies believe social media will increase advocacy, but just 38 % of customers concur.
Business have to find more innovative methods to get in touch with social media if they want to see some sort of result from it. There were some good efforts displayed in the IBM research study of companies that had gotten some sort of a handle on the best ways to utilize social media to their advantage, keeping in mind that when asked what they do when they connect with organisations or brand names through social media, customers list "getting discounts or vouchers" and "buying services and products" as the top 2 activities, respectively an USA ice cream company called Cold Stone Creamery offered discounts on their items on their Facebook page. There is an excellent program released by Finest Buys in the USA called Twelpforce where staff members can respond to customer's concerns through Twitter. With both Cold Stone Creamery and Twelpforce the benefit is plainly in the favour of the terrific trick & the potential consumer to social media marketing is to sell without trying to offer (or appearing like your selling) unfortunately most social media marketing is focused the wrong way.
Developing a tangible purchaser to consumer relationship via social media is challenging and probably the most benefit to business' utilizing social media to increase their sites Google rankings. Company' need to comprehend that you can't just setup a Facebook service page and hope for the best. SMM requires effort and possible clients have to see value in what you need to offer through your social media efforts give them something worth their social interaction and time then you may improve results.
Now just as a footnote Facebook shares have dropped to under $20 per share, that's half their initial price ... and the claims are flying
As a web developer I was constantly (and now progressively) challenged with a number of social networking challenges when possible customers would state that having a website sounds good but they had a Facebook company page and had actually been told by numerous sources (the ever present yet confidential "they") that social networks were the thing to do, however after discussing their needs it ended up being rather clear that those potential customers didn't actually understand why they required social networks or SMM to produce online sales, They just desired it. Well it's simple actually due to the fact that social media is Social Media, and social Networks are Social Networks they are not service Logan Williams SEO media and business networks (that would be more like LinkedIn). In a recent study done by the IBM Institute for Business Value around 55% of all social media users specified that they do not engage with brand names over social media at all and just around 23% actually purposefully use social media to interact with brand names. Well first of all I would state that having a well enhanced website is still going to bring you far more service that social media in most cases particularly if you are a small to medium sized regional business due to the fact that far more people are going to type in "hairdresser Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Site and if you don't have a site you're missing out on all of that prospective business. The main factor a lot of people offer for connecting with brand names or organisation on social media is to get discount rates, yet the brand names and company themselves believe the primary reason people engage with them on social media is to discover about new items.