Social Media Marketing appears to be the most recent buzz word for anyone wanting to increase their online presence and sales, however is Social Media Marketing (SMM) all it is cracked up to be?
S.M.M business are now emerging all over the place nowadays and they are telling anyone that will listen about how exceptionally crucial social media like Facebook twitter and YouTube are to your service but, for the average little to medium sized organisation, does marketing to socials media truly live up to all the hype? Is spending a little fortune on employing a SMM company really worth it? And has anyone actually done their research study on this prior to they employed someone to establish there Facebook organisation page? Some SMM business are setting up things like Facebook business pages (which are complimentary) for $600 to $1,000 or more and informing their clients that they do not require a site since Facebook is the most significant social network worldwide and everybody has a Facebook account. Now while it may hold true that Facebook is the biggest social media network on the planet and yes, Facebook's members are potential customers, the real question is are they actually purchasing? Social media marketing business are all too happy to mention the positives of social media like the number of people use Facebook or the number of tweets were sent out in 2015 and the number of people see YouTube videos and so on but are you getting the full image? I when sat next to a SMM "specialist" at a service seminar who was spruiking to anyone who came within earshot about the remarkable benefits of setting up a Facebook organisation page for small business (with him of course) and selling on Facebook. So, captivated by the previously mentioned "experts" advice I looked him up on Facebook just to find he had only 11 Facebook pals (not a great start). Being the research study nut that I am, I chose to take a good appearance into SMM in regard to offering 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 numerous social networking challenges when possible clients would state that having a site sounds good but they had a Facebook service page and had been informed by different sources (the ever present yet confidential "they") that social media networks were the important things to do, however after discussing their needs it ended up being rather clear that those potential clients didn't in fact know why they needed social networks or SMM to produce online sales, They simply wanted it. For small and medium sized organisation I constantly advised developing a quality site over any kind of social network, why? Well it's basic truly due to the fact that social media is Social Media, and social Networks are Social Networks they are not service media and service networks (that would be more like LinkedIn). I understand that sounds simple but it's true and the data back it up. The reality is that social media marketing cannot inform you that Facebook is a social media network not a search engine and regardless of the number of Facebook users and Google users being around the very same, people don't use Facebook in the same way that they utilize an online search engine like Google (which has around half the search engine market), Yahoo and Bing to look for business or products. They utilize it to stay connected with friends and family or for news and entertainment. In a recent research study done by the IBM Institute for Company Worth around 55% of all social media users stated that they do not engage with brand names over social media at all and only around 23% really actively use social media to communicate with brand names. Now from all the people who do utilize social media and who do engage with brands whether purposefully or not, the bulk (66%) say they have to feel a business is interacting truthfully before they will connect.
So how Website do you utilize social media marketing? And is it even worth doing?
Well first of all I would say that having a well optimized site is still going to bring you far more service that social media in most cases especially if you are a small to medium sized local company since far more individuals are going to type in "hair stylist Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Website and if you do not have a site you're missing out on out on all of that possible organisation. Despite all the (not so great) stats I still think it is still a great idea for company to utilize social media simply not in the very same method that a lot of SMM specialists are today, Why? Is it in a Social Media Marketing business's finest interest to talk social networks up?
One of the biggest issues organisation face with social networks and SMM is perception. The main reason a lot of people offer for communicating with brands or business on social media is to get discount rates, yet the brand names and business themselves think the main reason individuals engage with them on social media is to discover about new products. A lot of companies believe social media will increase advocacy, however only 38 % of consumers concur.
Business need to discover more ingenious ways to get in touch with social media if they wish to see some sort of arise from it. There were some good efforts shown in the IBM study of business that had actually gotten some sort of a manage on ways to use social media to their benefit, bearing in mind that when asked exactly what they do when they connect with organisations or brand names through social media, consumers list "getting discounts or coupons" and "purchasing services and products" as the top 2 activities, respectively a UNITED STATE ice cream business called Cold Stone Creamery offered discounts on their items on their Facebook page. There is an excellent program introduced by Best Purchases in the UNITED STATE called Twelpforce where employees can respond to consumer's questions through Twitter. With both Cold Stone Creamery and Twelpforce the advantage is plainly in the favour of the potential customer & the terrific trick to social media marketing is to sell without trying to sell (or looking like your selling) unfortunately most social media marketing is focused the wrong way.
Constructing a concrete buyer to customer relationship through social media is difficult and most likely the most benefit to service' using social media to enhance their sites Google rankings. But organisation' need to understand that you cannot just setup a Facebook organisation page and expect the very best. SMM needs effort and prospective customers have to see value in exactly what you need to offer by means of your social media efforts provide something worth their social interaction and time and then you might get better outcomes.
Now just as a footnote Facebook shares have dropped to under $20 per share, that's half their initial cost ... and the lawsuits are flying
As a web designer I was constantly (and now significantly) faced with numerous social networking difficulties when potential customers would say that having a site sounds excellent but they had a Facebook organisation page and had been informed by different sources (the ever present yet anonymous "they") that social 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 understand why they needed social networks or SMM to create online sales, They just desired it. Well it's easy really due to the fact that social media is Social Media, and social Networks are Social Networks they are not company media and business networks (that would be more like LinkedIn). 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 connect with brands. Well initially of all I would say that having actually a well optimized site is still going to bring you far more business that social media in a lot of cases particularly if you are a little to medium sized local organisation since far more individuals are going to type in "hair stylist Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Site and if you do not have a site you're missing out on all of that potential service. The primary factor most individuals give for connecting with brands or business on social media is to receive discount rates, yet the brands and service themselves think the primary reason individuals connect with them on social media is to discover about brand-new products.