3 Strategic Moves to Manage the Big and Small Aspects of Social Media
There are a number of cities, universities and businesses that are described as having all the benefits of being large, but with the comfort of feeling small. I grew up in an area of Atlanta that possessed the familiarity and intimacy of knowing that you would never walk into the Starbucks on West Paces Ferry without seeing at least one person you knew, even though a city of more than 5 million people, many of whom were Atlanta-transplants, sprawled out around you. The obvious parallel being drawn here is that the world of social media fits into this two-pronged benefits category, but the implications for marketers requires a significantly deeper dive into the opportunities available and how to take advantage of them.
- Facebook reportedly has reached 500 million users and is the fourth most frequently trafficked site in the world, but silos the audience into fans, groups, locations, and networks.
- The number of Twitter users grew by 1,520% in the last two years, but these users identify their interests, locations, age, gender and questions with profiles and specific hashtags, providing segments for marketers.
- Technological ageism is rapidly disappearing due to the 73% of Baby Boomer social media users who actively maintain a Facebook profile (as compared to 77% of all Millennials).
- More than 3 billion searches per day are occurring on Google alone, and more than 800 million searches occur per day on Twitter. As an interesting deviation from traditional marketing, however, the numbers game does not play out as powerfully in favor of those with deep pockets: in any given search, 80% of people will click on an organic result and spend on average 1.5 to 2 minutes on site. Visitors following a paid link stay on site less than 30 seconds, bringing into question why companies are spending 15 times more on paid results than organic content development.
The opportunities in Internet marketing can be overwhelming, especially as targeting segments within the same industry often changes when switching from traditional advertising to digital. It can be difficult not to either get lost in the mayhem or choose a one-dimensional approach, but a directed Internet marketing strategy is crucial for avoiding both and effectively connecting. Managing this effectively requires a significant investment of time, namely in these three categories:
- Identifying your target audience and understanding how your customer is using the social media space
- Exploring relevant online communities and social platforms (for example – in addition to tweeting and status updating, businesses can Digg their own pages and claim Yelp sites)
- Consistently contributing to the online conversation that Internet marketing has become
Implementing an integrated Internet marketing strategy is crucial to capitalizing on these opportunities, but investing time in these areas is the first step to effectively establishing your online presence and connecting with the potential customers who are already waiting.
3 Strategic Moves to Manage the Big and Small of Social Media
There are a number of cities, universities and businesses that are described as having all the benefits of being large, but with the comfort of feeling small. I grew up in an area of Atlanta that possessed the familiarity and intimacy of knowing that you would never walk into the Starbucks on West Paces Ferry without seeing at least one person you knew, even though a city of more than 5 million people, many of whom were Atlanta-transplants, sprawled out around you. The obvious parallel being drawn here is that the world of social media fits into this two-pronged benefits category, but the implications for marketers requires a significantly deeper dive into the opportunities available and how to take advantage of them.
· Facebook reportedly has reached 500 million users and is the fourth most frequently trafficked site in the world, but silos the audience into fans, groups, locations and networks.
· The number of Twitter users grew by 1,520% in the last two years, but identify their interests, locations, age, gender and questions with profiles and specific hashtags, providing marketers segments.
· Technological ageism is rapidly disappearing due to the 73% of Baby Boomers (as compared to 77% of Millennials) who actively maintain a Facebook profile.
· More than 3 billion searches per day are occurring on Google alone, and more than 800 million per day on Twitter. As an interesting deviation from traditional marketing, however, the numbers game does not play out as powerfully in favor of those with deep pockets: in any given search, 80% of people will click on an organic result and spend on average 1.5 to 2 minutes on site, as compared to the less than 30 seconds they stay on site after following a paid link, bringing into question why companies are spending 15 times more on paid results.
The opportunities in Internet marketing can be overwhelming, especially as targeting segments within the same industry often changes when switching from traditional advertising to digital. It can be difficult not to either get lost in the mayhem or choose a one-dimensional approach, but a directed internet marketing strategy is crucial for avoiding both and effectively connecting. Managing this effectively requires a significant investment of time, namely in these three categories:
· Identifying your target audience and understanding what your customer is using the social media space for
· Exploring relevant online communities and social platforms (for example – in addition to tweeting and status updating, businesses can digg their own pages and claim Yelp sites)
· Consistently contributing to the online conversation that Internet marketing has become
Implementing an integrated internet marketing strategy is crucial to capitalizing on these opportunities, but by investing time in these areas is the first step to effectively establishing your online presence and connect with the potential customers who are already waiting.
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