The Social Networking for Business Project: Using Social Media
Social Networking is actually an umbrella label. Within "social networking" in general are several different categories of social networks, each with its own value. So in my social networking experiment I got to know all about the world of one of those categories: Social Media.
Social Media, specifically, is a network built around user generated media. From the more ubiquitous YouTube, to sites like Digg or Twitter, these types of sites can present several unique and valuable opportunities to communicate with your audience.
YouTube, for example, has several possible uses. First, you can try to create your own viral video. You know, the kind of video that someone forwards to you with the note: "You've got to see this!" That's a viral video. So named, because it spreads like...well, a virus.
Although most viral videos have been humorous, perhaps even silly or weird, there have been established brands that have used it very effectively to build buzz. BMW, for example, had a series of videos about a fictional kidnapping that the hero foiled using his BMW. The object was to build buzz around a new model that was launching.
Viral content should be used carefully in a way that never undermines your brand. If you don't want to be seen as silly, don't create silly content. On the other hand, your content must have a sharp hook that will make it something that "you have to see!"
Another use for YouTube is less "pop culture" oriented. You can start a YouTube Channel that features your videos. Here you can expound on topics, post clips from workshops you've given, etc.
However you use it, you can see how the immediate connection is made. That's why it is such a powerful medium. Plus it's set up to be shared. Every video carries with it instructions on how to link to the video, embed it in their website or share it through other social networks like Facebook and MySpace.
Another type of Social Media is the one you're reading now. That's right, blogging. If you don't have one, you should. They are easy to set up and carry the same viral capacity that YouTube has. In addition, it's possible to carry your blog with you onto other sites to increase your exposure potential. For example, this blog that you're reading now is being simultaneously broadcast on Facebook, Linked In, Plaxo, and my local newspaper.
This should give you a brief overview of Social Media and some ways that you can use it to promote your business. Have fun with it and let me know how it works out!
Go forth and be ruthless!
What is "Ruthless Marketing?"
Well, it's been an exciting day already! My first official day as a blogger and I've gotten more feedback than I thought for my nascent entry into the blogosphere. No negative rants yet (knock on wood) but a few interesting questions. Essentially they all boil down to "What the heck is Ruthless Marketing?"
Ruthless Marketing. Sounds rather violent, doesn't it? Well it should. If there is one thing that I've learned in all of my years in marketing and sales, it's that marketing and communications is a full-contact sport. Most people diminish the effectiveness of their marketing because they take a passive approach to their marketing efforts.
Now I'm not advocating a marketing mindset that says "I'll crush my competition under the heel of my boot! (insert evil laugh here)" However, I am advocating strategic planning that plays to win. For example, I'm advising my clients to buy as much media time as they can right now. Radio, TV, billboards, whatever they can afford. Now I know some of you are looking at me (or the screen, anyway) like I'm crazy. "Don't you know how tight the economy is right now? I'm trying to save my bottom line here!" Well that's exactly why I'm advising them to buy. Because most people are pulling back on marketing right now, it's a great time to get your message heard. That kind of counter-intuitive thinking is the essence of Ruthless Marketing.
It's pressing the attack when other businesses call for retreat. It's going after the big contracts, even though you're a one man show. It's being absolutely relentless about keeping your name in the community until the big guys don't know you're the little guy anymore. It's not being ashamed or afraid of being David to the marketplace Goliaths, 'cause you know how that turned out!
That's my approach to marketing. That's the way I advise my clients. That's the way I market myself. That's why I like working exclusively with small businesses. The big guys have plenty of people falling over themselves to work with them. I want to give Fortune 500 marketing help to the small business owner, and show them how to run with the big dogs and end up the leader of the pack.
And I'm absolutely ruthless about it...