Social media marketing, or social media optimization, or simply SMM or SMO, are terms thrown around a lot these days, but you may be wondering if it’s really worth the hype. The short answer: YES!
The long answer:
It’s cost-effective. One of the best things about social media marketing is that it comes right from social networking, and as most of us know, the majority of social networking sites are free! Whether Facebook and Twitter are your thing, or you’d like to branch out and try out sites like Bebo, LinkedIn and YouTube, registration and page/profile customization of these websites are entirely free – so there are no setup costs to worry about. With the economy being in the current state that it’s in, it’s always a good idea to jump right on a bandwagon that is free, or nearly so (while social networks themselves are free, the resources your company may put into the creation of profiles on these sites probably aren’t.)
Social is different. The purpose of a social website is to help people meet other people, connect on a more personal level, establish working or intimate relationships, and stay in touch. Once upon a time implementing marketing on such sites may have been inappropriate or unwanted, but these days companies are able to maintain an edge over one another by integrating themselves into the social scene – and you need to make sure you integrate with them!
Social metrics are weak. While this may sound like a negative, this can actually be considered a positive. Social media stats fluctuate, and the worth of one social networking profile may be measured differently than the worth of another social networking profile. This is important to consider because you need to measure your results in order to gauge your overall success. Use various approaches and formulas to help improve your advertising campaign. Also, check out companies like Nielson, who are now tracking social sites.
Social marketing poses a risk. Social marketing can be risky because it’s marketing, and because the social scene on the internet is continually evolving and changing. But change is good, and you should definitely ride this evolutionary wave!