I am not telling you anything you don’t already know since you’re reading this. Since you’re reading this, you’re either my friend or you follow one of my blogs — so I have probably chewed your ear off about the benefits of both social media marketing as well as social media public relations. Here’s another example that this trend is growing and becoming mainstream. Lauren Cook hooked me up with this article from the Houston Business Journal, “Online strategies, responsibility are becoming marketing ‘musts’” (Via Marketing Conversation)
The latest trends in getting company names into the public eye are catching on quickly, and marketing professionals say those who don’t adapt may be left behind. The following are examples of marketing that experts say companies can no longer afford to ignore:
Using ‘social media’
Blogs, forums, chat rooms, Flickr, Twitter, Youtube.com, Facebook.com and MySpace.com are emerging as powerful marketing tools.
“People who are experts on or passionate about a particular topic or interest may start their own Web site, generate a blog or post videos online,” says Cindy Marion, president of Marion, Montgomery Inc. “Over time, bloggers and social media contributors continue posting more subjects, articles, videos or sound clips related to their specific interests. This is good for conversation and for search engine optimization.”
According to a recently released Cone Business Survey, 93 percent of Americans believe companies should have a presence on social media sites, and 85 percent believe these companies should use these services to interact with consumers.
“The people have spoken but the wheel hasn’t been reinvented,” Marion says. “Because although the medium may be new, proven marketing strategies remain. Consistent messaging and frequent communications are key to creating perception, influence and persuasion.
“When people want to know about something, they typically ask their friends,” she says. “Now they often search for it online. If a company has a Web site, that’s a good start to gain a base knowledge of the product, but if an unvested third party touts that company’s products and services, then the company’s reputation gets more credit. If an online friend or trusted source touts it, all the better.”
Comment (1)
The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.