Social Media Marketing Ignorance

[FranchiseTweets.com]

I was recently consulting with the head of marketing for a firm in the medical engineering field (actually a great field to be in at any time) when I couldn't believe something that the client blurted out.

"I am not interested in that Social Media stuff - its for kids, teenagers!"

I sat back - little did he know that 95% of what I was about to tell him had to do with his so-called "Social Media crap."

I took a deep breath, and proceeded on. This company was dying. They were stuck in old Advertising methodologies that were dying as well. I almost couldn't believe it when he admitted to me that they hadn't done very much online at all over the years (in terms of marketing).

Roughly 45 mins later, not only had I persuaded this individual (an incredibly smart man I might add) into laying out an online marketing plan, but I had explained to him how social media marketing is very likely 'here' to stay.

So it just makes me wonder - what do people really think about Social Media Marketing?

Personally, we utilize tools like Twitter and Facebook everyday to make new business relationships and strengthen existing accounts.

Print ads? We own a number of businesses and haven't taken one out in years.

And if you follow the "teenager" comment - I have tracked numerous studies and articles that show "teenagers" actually aren't using Twitter that much - its a 'simpler' tool of sorts, for an older or 'more seasoned' crowd we might think (haha).

Just some thoughts, we personally pick up a newspaper maybe once or twice a week still, but how many times just in the last hour have we sat down to the computer or used the cell phone (as a text tool)?

[TannyL]

Hi there,
Very good post.
Personally I don't use social media because lack of time.
Social media marketing is powerful tool if you know how to use it and benefit from it.

[vbn411]

Social Media is space that you have to be in to succeed in our current climate. People are going to be discussing your brand / product whether you like it or not, so you might as well join the conversation and add value. Comcast is one of the companies that turned negative internet chatter into one of the most popular Twitter feeds for customer service by replying to their customers frustrations. Here is an interesting article about how they did it, http://www.businessweek.com/managing/co ... 373506.htm

[GT Bulmer]

Hello, FranchiseTweets:

An informative and interesting post - thanks!

I think many "traditional-minded" business owners are gradually coming to accept the value that Social Media marketing has to offer. But the challenge for many is how to use it effectively for business development.

The trouble is, there are so many "experts" willing to take your money to develop a Social Media campaign for you, but how do you know who to choose?

Regarding print advertising, I think it still has a place for certain types of businesses - for example, reaching your local market. But I also believe that print advertising is fading as more and more people look to the Internet for information and service providers.

GT

[bondingm]

It's a good point that the web is becoming more ubiquitous... and that's the number one reason why social media marketing makes sense.

But still most companies are either afraid of trying it out, or don't want to bother. I think it's rare that they would thoroughly research the options and make a business decision based on research.

And it's true that the younger crowd isn't even the major user group on Twitter. There was a funny Time article about Facebook being for "more seasoned" users than even college students. Personally, I think some companies won't pay attention to do the research that is done. It may harm them or it may not make a difference, as it really depends case by case.

[christew]

Social media is just a new way for people to communicate, just like the phone, just like email.

So you should simply just use it to communicate and build relationships with your audience. Every social media site is different and is used in different ways, so each takes some getting used to in order to see how the site works and how people interact.

[GT Bulmer]

Social media is just a new way for people to communicate, just like the phone, just like email.

So you should simply just use it to communicate and build relationships with your audience. Every social media site is different and is used in different ways, so each takes some getting used to in order to see how the site works and how people interact.

Hi, Chris:

I agree that to be effective, you must take time to learn how a particular Social Media site works. Each has its own characteristics and if you learn what they are for a site, you will be able to employ them to your advantage much more effectively. One technique that works well in one site may not be so effective in another.

I think the challenge many marketers face is spending the time necessary to learn all about a site. Many of us are looking for the quick fix and are too impatient to spend a lot of time "learning."

GT

[christew]

I think the challenge many marketers face is spending the time necessary to learn all about a site. Many of us are looking for the quick fix and are too impatient to spend a lot of time "learning."

Unfortunately there is rarely a quick fix, any gaps for quick success are quickly filled up, with the window usually being about 1 year before a social media site hits mainstream and then becomes competitive and filled with a lot of noise.

However, there are plenty of good introductory ebooks and guides out there. A few hours reading in one day will give you a lot of information to work with.

The best free resource on social media sites for marketers has to be http://doshdosh.com

[Jennifer Lamb]

Has anyone read any good books on social media they'd like to share? I've been considering reading one, but wanted to see if anyone had any recommendations on an informative one.

Someone earlier mentioned a lack of time. That is one reason I'm still in the dark ages as well but I realize that I may be falling behind the times by not at least considering the business case for social media against the time consumption.

I'm also hesitant to use facebook and the like fearing it will turn into a platform for old friends to reconnect v. a way to grow my business. I also am unsure how much time it really takes to maintain various social media...any thoughts?

Anyone made any mistakes or had any huge successes using social media for business that they'd like to share?

[Ringo So]

Social Media is space that you have to be in to succeed in our current climate. People are going to be discussing your brand / product whether you like it or not, so you might as well join the conversation and add value.

I think that's probably one of the most realistic way to think about it.

There's no real textbook way of understanding Social Media, it's the networks of people and their interactions that will exist with or without your input.

As for Jennifer,

You can always have 2 Facebook pages. Many people do. There is also LinkedIn, which is like a professional networking version of Facebook.

The only way to know is to try it.

[brokemet]

The key why it's called "social media" is because it connects people from different networks, different businesses and different locations and it's so wrong to thing that communicating with these prospects and new ventures are all-teen stuffs! Also, I can proudly admit that without the start of social media, there'll be no marketing ever existed since sellers and buyers have met here in the first place.