Social Media Marketing...just what is that? What does it do, how does it work?
To answer these questions it is important to have an understanding of what social media is. Social media isn't something new, however the Internet has given it a whole new life and has integrated it into our daily lives. There are different forms of social media marketing and we will attempt to take a very brief look at them here.
Lets first look at electronic social media, otherwise known as the Internet.
Webster defines this version of social media this way: Forms of electronic communication (as Web sites for social networking and micro-blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos). The first known use of social media was in 2004.
However I believe you need to look further, the definition of 'social' may better explain social media: 1) Marked by or passed in pleasant companionship with friends or associates <an active social life> 2) Of or relating to human society, the interaction of the individual and the group, or the welfare of human beings as members of society <social institutions> 3) tending to form cooperative and interdependent relationships with others. (Yep, I like this definition much better!)
Facebook is currently the most popular form of social media and the one that offers the most exposure so I'll use that as our example.
Lets say you are a real estate agent or broker and you have been invited to a friends house for a cook-out. Everyone at the party knows you sell real estate. You don't want to talk about the daily grind of your job and other people at the party don't want to hear about it either. But...you do want everyone to keep in mind that you sell real estate. Your professional eye notices a potential problem with the roof on your hosts house that could be hazardous or could affect the resale value of the home. What do you do?
A) Point out the impending disaster to the host and try to get a listing on the spot to sell the house before the roof crashes in on everyone.
B) Casually mention to your host (in front of as many guests as possible) that you noticed a minor problem with his roof and if he wouldn't mind, you would like to give him the names of a couple reputable contractors you worked with on other properties you have sold so they might give him a free repair estimate. You write the phone number of the contractors on the back of your business card for him and leave the card face up on the kitchen table.
Of course the answer is B. This reminds everyone that heard this conversation that you are knowledgeable about houses, have contacts within the industry and are willing to help your friends when it is time to buy or sell a house. That is how Facebook works! You have a group of friends or 'Fans' that you share information with in a social setting. You don't yell here is my product or service, buy this! That is what your website is for. Social media is just that, social. And the nice part is you are able to be at that 'party' sharing information a few times a week, every week!
As I said, social media isn't really new and it comes in many forms. For years businesses have sent out newsletters to keep in touch with their customers, letting them know about the latest happenings within the company and what the newest product or trend in the industry is. Christmas cards & birthday cards are another example. Some sales people send out post cards or some sort of direct mail to their customers every month. All of this is social media, just another way to keep your name in front of your customers, reminding them to refer their friends and family to you.
Hosting in-house events is another form of social media. A car dealer holding a service clinic or new owner clinic for customers is a great example. Sponsoring an event with a civic organization or charity is another example. Both of these examples tie in very nicely with Internet based social media because the net is a great way to let people know about the events.
Churches, clubs and other organizations benefit greatly from social media as well. It's a great way to keep in touch with your members, post reminders about meetings and other important events and share information with non-members as well. If someone really enjoys your church festival every year and becomes a fan of your church on Facebook, they not only find information about your festival but they also find information about other fund raising events you have throughout the year!
Photos of past events posted on social media is a great way to peak someone's interest in attending the next event too! All of this information automatically appears on your 'friends' news feed. They don't need to think about going to your website or looking up information about you, it just appears for them to see, reminding them of you each time something is posted.
For a more detailed explanation or for examples of how social media can benefit you, please contact us.
Posted by:
Dave Immel
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