In its early days, the World Wide Web was used by academics and engineers to exchange data quickly and cheaply. That was way back in the early nineties. In its inception and even for a few more years, most companies viewed the web as a source of entertainment and something of a novelty. Comments like “Why would we ever want to get involved in techie stuff like that?” and “It’s a temporary thing” were common. Those who embraced the technology and marketing power of the web then, like amazon.com, Google, Apple and eBay, are internet powerhouses now.
Your business may not be web-based but no one can afford to overlook the new World Wide Web opportunity: Social Media. Facebook, YouTube, LinkedIn, Twitter, Delicious, Digg, Squidoo, flickr, etc. etc. are all examples of your future, whether you like it or not. Once again, as it was with the internet, early adopters will be in the forefront.
Internet marketing opportunities are now obvious. Every viable company has a website. The numbers vary depending on the source but most surveys agree that at least 60% of all business purchases begin with web searches. Email blasts, when used judiciously and with receiver’s permission in advance, are one of the most effective and least expensive marketing tools available. These days, websites and emails are so familiar we take them for granted. They are necessities.
One unique characteristic of social media is that it is conversational. Web sites tend to be informational; communication is limited. There may be a chat room or instant messaging with the service department but it is restricted.
On social media sites, pretty much anything can be written, said and viewed by millions. It’s non-stop back & forth, give & take. Subjects can range from what people did last night, newest restaurants, news items—everything, including your market, your products, your services and your company. It is very powerful regardless of whether it’s in your favor or not.
Content control is an important factor with social media. You must control the conversation before you or your company becomes part of the noise.
Millennials (those born since 1985) seldom use email or phones for communicating. Most communication (except with their parents) is done through texting using cell phones or messaging through the social media site Facebook. There are three options on Facebook: instant messaging, private messaging or wall posts. Cell phones with keyboards designed to facilitate texting are common. One skill used extensively in high schools is texting with one thumb. You keep the phone in your purse and use one hand for texting. (Many students believe that their teachers have not caught on to this). Specialized phones are now being introduced that facilitate messaging through Facebook (see the new phone called Kin for more).
The long and the short of it is this: If you expect to continue to grow your business, get up to date with social media. It’s a whole new medium that is ripe with marketing potential. Start by setting up a company Facebook page; as with your website, keep it up to date. Let people know who your company is, what it does, who works there, what it stands for, etc. Take advantage of LinkedIn. It’s designed beautifully to promote companies and their people. Start up a Group dedicated to your market, product or service. You’ll be surprised how many customers and potential customers will join the group. Once the group is established, the relationship building can begin. When group members feel they are receiving benefits from belonging, participation increases and you’ll have a chance to soft sell your company and ideas. Call it advertising, PR, promotions, whatever you want. But fund social media activity.
Chances are your competitors are not taking advantage of this opportunity yet. If you can beat them to the punch, your company will look much savvier and you will have an advantage.
Get on board now. The ticket price is cheap and the potential is great.
Tom Raducha's Blog 