Social Media

Social Media: You’re using it wrong

Posted by on Sep 28, 2011 in Blog, Social Media | 0 comments

I do not like the phrase “social media marketing.” I feel that those words are a contradiction. Social media will not save your business. It can help, and it can hurt but it will not be your hail mary pass. Use it when appropriate but make sure you have the goods to back it up. Social media has been adopted by people of all ages, but I do not think I am incorrect when I say it was created for my generation. I have grown up with it. I am immersed in it. I am savvy. I will not be fooled by traditional marketing squeezed down to fit in 140 characters of new media. Nope. I have the power to not click that link. I know it. My peers know it. So unless you give me a good reason to, I won’t. And if you post pointlessly and too often. I will delete you. Unlike most people my father’s age, I know where that button is. Social media is not marketing; It’s PR. Can it be used to support a marketing plan? Yes. And it should be. Your social media presence is there to interact with your customers, clients, followers, or friends. You offer them feedback, a way to interact with a company. This is especially important for large corporations spread out over several markets or smaller companies with an abstract model. We don’t have a real “store front.” No one will happen upon our location and come inside. We like it that way. It works for us. So to reach our customers we must be available in a different way. New clients see what we do from our website. They find out who we are from our social media presence. And we get new clients primarily by recommendation from those who like what they’ve learned and decided to try it out for themselves. Do not tell people that you are the best. Your observer will decide that for themselves. It is what each of us do every time that old high school friend that you don’t really talk to anymore posts a picture. We either think: “Boy, she’s gotten fat.” or “Gah, why can’t I have her life?” Feel free to point out accomplishments. Congratulate yourselves in a pseudo humble way. It’s what the rest of us do on Facebook. But link to the story of someone else saying you are the best. They liked you enough to give you an award. There is nothing wrong with displaying it on your digital mantle. Social media is a public forum that can seem like an exclusive club. It is a place you should be listening more so than talking. You make them feel special with exclusive offers and sneak-peeks. You will get valuable and genuine opinions in return. Your customers will tell you how to improve. They will tell you what they want. Listen to them; improve. An article by Chris Brogan that I came across when making sure I didn’t steal someone else’s blog title stated very simply, “Social media is a set of tools that permit regular people access to potential audiences of shared interest.” I listen to my coworker tell our clients that this piece or brand of equipment is not better than another, they are all just tools. It is how you use those tools that make someone a good cinematographer, marketer, etc. Know you tools. Know your audience. Know when to...

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Social media is in the house

Posted by on Feb 21, 2011 in Blog, Social Media | 0 comments

Explaining social media to a client is one of the hardest things I’ve come across.  Many companies are hiring social media experts or entire social media teams to manage their presence in this new medium.  There seems to be a problem with many of these supposed experts and teams.  Social media is different than anything that has come before.  It’s importance and potential uses are right in it’s name.  It is a social forum, a way of building relationships with your clients/customers.  It is not just another website to post the same things in the same ways you’ve been doing for years.  It is its very own animal with its very own audience that responds to a very different type of message. I’ve seen too many companies try to use social media in the wrong way.  A social network will not respond to typical marketing.  They want to relate to you.  They want to be reminded of your presence and your values, not force fed pushy annoying advertisements.  People learn through repetition.  Social media creates a passive reminder that the social network connection can choose to explore further. I used the analogy with a client the other day that I think will help more and more people.  Think of your company website as your house.  This is where all of your belongings, your ideas/ideals are stored.  Different rooms in your house contain different items, different information.  These rooms are the pages of your website.  Each is still connected.  They are all the same house, the same company.  Social media is just a glass door.  It is a glimpse of what you are.  The door with an excellent view that makes any peeping Tom want to see more.  The more social media sites a company maintains profiles on, the more doors in the house, all with similar but slightly different views, depending on the social site itself. How do you use social media as an individual?  Do you have a Facebook page?  If you do, you know how you use it personally.  You view pictures, update your friends on your status, post comments, and read others’ comments.  Though your topics and language should be more professional, your business page should do the same.  The one thing that I can’t stress enough about social media is the need to interact.  Check your pages daily.  You don’t necessarily need to post something every single day but you must be aware of your connections’ posts and respond to them in a timely manner.  Fuel the relationship.  Remember the social in social media.  It’s all about the interaction. Do not make social media try to be something it is not.  It is obviously doing something right.  Find where you fit into the formula and how the formula can fit in with your current marketing...

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