Social media is no longer the shiny new thing, and with its age has come the wisdom that social media tools are not the silver marketing bullets everyone wanted to believe they were. This article addresses the shift in mentality taking place among marketers who are beginning to understand what we and many others have been saying all along – like everything else (email marketing, SEO, PPC, offline collateral) it’s all about strategy and giving your audience what it wants.
Takeaway: It’s time to join the ranks of marketers who understand that a Facebook page won’t solve all of their problems. Social media still has a powerful and highly relevant place in the marketing world as new platforms are emerging everyday to provide marketers with fresh ways to distribute content, build communities and create meaningful relationships with their constituents. The lesson here is about managing your expectations – and the expectations of internal stakeholders – regarding what new marketing channels can do to your bottom line and the timelines attached to those results. Be strategic about the channels you use and how you use them and have realistic, quantifiable goals.
Mobile is huge and social check-in sites and applications are a big part of the conversation. With all the buzz, it’s easy to overestimate the potential value and impact of using these tools for your business, particularly since only 17% of the mobile population actually uses tools like Foursquare and Facebook Places. Jennifer Van Grove takes a deeper dive for Mashable.
Takeaway: While check-in applications have recently resulted in many marketing success stories, privacy concerns and the number of people still lacking smartphones are very real barriers for businesses looking to leverage these tools to drive sales. Have you reviewed the data on smartphone use among your target audience? How sensitive are they to privacy concerns? What operating systems are they using? Are they using check-in sites currently? If so, how? Before you jump on the check-in bandwagon, take a hard look at your audience and their behavior on the mobile web to determine whether check-in sites are a viable marketing option for your organization.
This entry was posted on Monday, May 9th, 2011 at 2:06 pm and is filed under Digital Sales and Marketing, Digital Strategy, Interactivity, Mobile, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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