Social Media Marketing seems to be the latest buzz word for anyone seeking to increase their online existence and sales, however is Social Media Marketing (SMM) all it is cracked up to be?
S.M.M business are now springing up all over the place these days and they are telling anybody that will listen about how exceptionally essential social media like Facebook twitter and YouTube are to your service but, for the average little to medium sized company, does marketing to socials media actually live up to all the buzz? Is investing a little fortune on hiring a SMM company truly worth it? And has anybody truly done their research 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 free) for $600 to $1,000 or more and telling their clients that they do not need a site because Facebook is the greatest social media network in the world and everyone has a Facebook account. Now while it might be 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 in fact buying? Social media marketing business are all too pleased to point out 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 however are you getting the full image? I when sat next to a SMM "specialist" at an organisation seminar who was spruiking to anybody who came within earshot about the remarkable benefits of establishing a Facebook company page for small company (with him naturally) and selling on Facebook. So, fascinated by the abovementioned "professionals" advice I looked him up on Facebook just to find he had just 11 Facebook pals (not a good start). So being the research nut that I am, I decided to take a great look into SMM in regard to selling to see if it really worked, who did it work for and if it did why did Social Media Marketing work for them? And should service rely so heavily on socials media for sales?
As a web developer I was continuously (and now progressively) challenged with a number of social networking obstacles when prospective customers would state that having a website sounds great however they had a Facebook company page and had actually been informed by various sources (the ever present yet confidential "they") that social networks were the important things to do, but after discussing their requirements it became rather clear that those prospective clients didn't in fact know why they required social networks or SMM to produce online sales, They just wanted it. For medium and small sized service I always recommended developing a quality site over any type of social media, why? Well it's easy actually since 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). I understand that sounds easy but it's true and the statistics back it up. The truth is that social media marketing fails to tell you that Facebook is a social network not an online search engine and despite the variety of Facebook users and Google users being around the exact same, people don't utilize Facebook in the same way that they utilize an online search engine like Google (which has around half the online search engine market), Yahoo and Bing to look for service or items. They use it to keep in touch with family and friends or for news and home entertainment. In a current study done by the IBM Institute for Organisation Worth around 55% of all social media users stated that they do not engage with brands over social media at all and just around 23% actually actively utilize social media to communicate with brand names. Now out of all individuals who do use social media and who do engage with brands whether actively or not, the bulk (66%) say they need to feel a company is interacting honestly prior to they will engage.
How do you use social media marketing? And is it even worth doing?
Well initially of all I would state that having actually a well enhanced site is still going to bring you far more company that social media in a lot of cases particularly if you are a little to medium sized regional organisation due to the fact that far more individuals are going to type in "hairdresser Port Macquarie" into a search engine like Google, Yahoo and Bing than they ever will on any Social Media Site and if you don't have a website you're missing out on out on all of that possible business. In spite of all the (not so excellent) statistics I still think it is still a great concept for service to use social media just not in the exact same way that a lot of SMM experts are today, Why? Is it in a Social Media Marketing business's finest interest to Social Media Agency talk social networks up?
One of the greatest problems company face with social networks and SMM is perception. The primary reason most people offer for connecting with brand names or organisation on social media is to get discount rates, yet the brand names and company themselves think the main reason people interact with them on social media is to learn about brand-new items. The majority of organisations think social media will increase advocacy, however only 38 % of consumers agree.
Business have to discover more innovative ways to connect with social media if they want to see some sort of result from it. There were some good efforts displayed in the IBM research study of companies that had gotten some sort of a handle on how to utilize social media to their benefit, remembering that when asked exactly what they do when they communicate with companies or brands by means of social media, customers list "getting discounts or coupons" and "purchasing product or services" as the leading two activities, respectively a UNITED STATE ice cream company called Cold Stone Creamery offered discounts on their items on their Facebook page. There is an excellent program released by Finest Buys in the U.S called Twelpforce where staff members can react to client's questions via Twitter. With both Cold Stone Creamery and Twelpforce the benefit is plainly in the favour of the prospective client & the fantastic trick to social media marketing is to offer without attempting to sell (or looking like your selling) regrettably most social media marketing is focused the wrong way.
Constructing a concrete buyer to consumer relationship by means of social media is challenging and probably the most benefit to organisation' using social media to increase their websites Google rankings. However service' have to understand that you can't simply setup a Facebook service page and hope for the very best. SMM requires effort and possible clients have to see worth in what you need to use through your social media efforts give them something worth their social interaction and time then you may 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) challenged with several social networking challenges when prospective customers would state that having a website sounds excellent but they had a Facebook business page and had actually been told by numerous sources (the ever present yet confidential "they") that social networks were the thing to do, but after discussing their requirements it became quite clear that those possible clients didn't in fact know why they needed social networks or SMM to produce online sales, They just desired it. Well it's simple actually since social media is Social Media, and social Networks are Social Networks they are not business media and service 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 brand names. Well first of all I would state that having a well enhanced website is still going to bring you far more organisation that social media in a lot of cases especially if you are a little to medium sized local organisation since far more individuals are going to type in "hairdresser 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 website you're missing out on out on all of that potential service. The primary factor most individuals give for connecting with brands or organisation on social media is to receive discount rates, yet the brands and business themselves believe the primary factor individuals communicate with them on social media is to learn about brand-new products.