Social media continues to be a frequent topic in print and other media. CNN encourages their viewers to follow the headlines and late-breaking news on Twitter throughout the day and evening. More and more newspapers articles feature a company or individual leveraging social media to launch a new product, business, or promotion of some kind. The preferred method may be a new broadcast message on Twitter, a new Facebook business group, YouTube video, or SlideShare presentation, but the intent is the same – to reach a wider audience for brand building, product marketing, and to attract customers through social networking.
Marketing firms, ad agencies, large companies, entrepreneurs, small businesses, sales people, start-up companies, consulting firms, internet marketing firms, job seekers, software developers, technology pioneers, hiring managers, curiosity seekers, and everything in between, are taking a much closer look at social media to understand exactly what it is, and what, if any benefits, it has to offer. At least one benefit is hard to argue with – it’s free.
Many social media sites have become more “main stream”, and have gained in popularity. Of these, Twitter, LinkedIn, Facebook, aka the “holy trinity”, followed by YouTube, have led the way. While many other social media sites exist, they have not truly been “discovered” and enjoyed the same popularity, as of yet.
The response to the evolving buzz about social media has been varied, and somewhat predictable. Some people see the value right away, embrace the new technology and delve into it whole heartedly, others are more cautious and slowly “test the waters” to see what it’s all about, and predictably, some skeptics want none of it, see no benefit, and are taking their shots at it every chance they get.
Why You Need a Social Media Champion, an article by Li Evans, makes the case that a social media champion can be a valuable addition to any company or agency. Some of the key points are:
The toughest thing with social media is that it’s rough on seeing the immediate return - except when it's 'bad'.
This is why agencies or companies need a person or a department that is their social media champion. Social media is a vital part of marketing as a whole, not just online or offline. It's not something that can be attempted lightly, without resources being attributed to it, otherwise it will end up "bad".
These are just a few of the reasons that if you don't have a social media champion on your team you should consider getting one:
- Dedicated to Creating a Presence & Conversation in the Social Media Circles With Your Audience
- Understanding Your Audience & Objectives to Measure
- Help Set Social Media Policies
- Promotes Social Media Throughout the Company - Everyone Has A Stake
- from the Search Marketing Guru website on April 17, 2009.
Do you need to learn about social media?
Opinions vary on this, and a consensus may not be available, but with all the talk about Twitter and Facebook in the media of late, there might a least be a valid argument made that people are much more curious about social media now.
A recent internet article entitled, Why you have to engage in social media, even if you don't want to, offered an interesting perspective.
Some highlights are:
If you read blogs about marketing small companies, you're inundated with "social media" advice about why you need a blog and a Twitter account and everything else.
Still, most people and most businesses don't think they need a blog.
Social media is already changing the rules of the marketplace, just like the web did a decade ago. It's still early of course and no one -- not even the experts -- knows where all this is going. But it's clear that times are changing again, and those that don't jump in will go the way of print media.
Want examples?
Rubbermaid discovered that adding customer reviews to their website increased sales and decreased returns of their products.
Zappos also sells shoes on the Internet. CEO Tony Hsieh is so convinced that their legendary Twitter presence results in sales, he even wrote a popular beginner's guide to Twitter. He insists that Twitter and other forms of open communication are required for excellent customer service; employees are trained in Twitter. Zappos raked in $1B last year even with the recession; they're doing something right..
In the next ten years there will be more stories like this, not fewer.
Will all these social networks and websites survive? No.
Do we understand how to use them most efficiently? No.
Will there be another new thing someday? Sure.
But today and for the foreseeable future, this is the world. You have to jump in even if you don't yet understand it.
- posted on “A smart bear” website on April 27, 2009.
Whatever title is designated for the social media person – be it “champion”, “consultant”, ”analyst”, “strategist”, ”manager”, “coordinator”, “director”, “specialist”, ”business analyst”, “coach”, “trainer”, or even the dreaded “expert” label, there is growing evidence to support the idea that a “social media __________” has skills that add value and benefit any organization or individual. Their insight, knowledge, and the willingness to share the latest tools, tips, recommendations, and to coach and train others, should make them an asset that will become increasingly in demand as people try to navigate through the changing social media landscape.
Whether one chooses to take a closer look at social media in an attempt to understand it and embrace it, or opts to ignore it or dismiss it, social media is here to stay and is now part of our culture. Social media is the new way that people connect, communicate, and build relationships on the internet. Those with vision, understand this and are finding quicker, better ways to share information, late-breaking news, and reach a much larger audience through viral marketing made possible by social media networking.
Another poet’s words seem to sum it up nicely:
“And don't criticize
What you can't understand
… Your old road is
Rapidly agin'.
Please get out of the new one
If you can't lend your hand
For the times they are a-changin'.”
- The Times They Are A-Changin', Bob Dylan, 1963
- Daulton West, Jr. , aka ”DWestJr” on Twitter
Other articles that may be of interest:
Social Media and the Job Hunt (SMCEDU-RVA event)
3 sites to help in your job search: the social media 'power trio'
8 tips for creating a social networking plan for your job search
Do you need a social media champion?
Using Twitter for career networking
Nonprofits embracing social media for fund raising
Are you using a blog to build your brand and build your business?
Best practices tip: post high value messages to build your brand
The Legal of Social (SMCRVA - Feb 2010 review)
LinkedIn groups – are you building relationships for job networking?
Professional networking with Facebook
Are you using the power of a Google profile to promote your brand?
Using social media to help Haiti earthquake victims - Together we can make a difference!
Are Twitter lists the new #FollowFriday? Are you using Twitter lists to monitor your brand?
New Hootsuite & Tweetdeck features, Facebook - News Feed / Live Feed defined
More social media news, views, tools, & tips: Richmond Social Media Examiner
Comments
While the monetary cost is free (or minimal, depending on what you're looking at) I think it's the time factor that makes some people shy away from using social media (especially in a larger company where every minute means big $).
The important thing here is to weigh the two and find the happy medium where you're doing the most good for the right amount of time you have to devote. We had a similar post on our blog back in May.
Once an end all ROI calculator for social media engagement is agreed on (we think we've got a pretty good idea at www.springcreekgroup.com) it'll make things a bit easier.
Great post.
Cheers,
Ron Schott
www.springcreekgroup.com
@ronschott
Good post - I agree companies should be getting involved a deliberate and targeted way. We are all students of social media at the moment at this stage of the game. What works in one sector may not in another so the experimentation stage is where the value can be found.
Fantastic post, Daulton. Given the volume of conversations occurring, it is getting hard for companies to avoid answering their Social Phone. Having said that, companies should enter social media in a planful, managed way with specific objectives and executive sponsorship.
Thumbs up article with keen points!
Times are changing the way people are doing business, in particular marketing. For companies not as adept to social media should seek a champion to get engaged in the right streams. Like any part of a business structure there are pockets that require experts, specialists, etc. With the way advertising is going this is the opportune time to "test the waters"! Additionally, it is important to keep in mind, consistency in brand and reputation across networks are equally important both online and offline. Doing it right will minimize the risk and businesses considering their 2010 plan to incorporate a social media champion in the PR and/or Communications department would fair off better than those who don't.
I am a social media "marketer", "specialist", "trainer", or as I like to say: "rockstar" -- I get companies set up on sites that I know will work for them. I have the experience, know the tools, as well as what works and what doesn't.
I know that I am saving companies a bundle and these early embracers of social media are just helping themselves in the long run: they can get themselves out there and established in the online world before everyone else realizes just how important an online presence really is!
Jessica Nunemaker
Jessica_Nunemaker@yahoo.com
@JessNunemaker
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