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!
The Social Networking for Business Project, or... "I donated my business for science."
For the last couple of weeks, I've been conducting an experiment in the use of social media for business. A lot of talk is going on about the value of social networking sites as a grass roots way to market yourself. As a Ruthless Marketing Guru, I felt it was my duty to take it out of the realm of theory and make some practical analysis of it's true value.
Most people still think of Myspace and Facebook and others as simply toys for the young. But there is a real power in social media that, if used properly, represents real marketing potential. Having said that, it is not the medium for everyone (but we'll get to that later)
For the purposes of my experiment, I decided to really dig in to these sites and find out what treasures might lie within. I was familiar enough with most of them, but beyond the broad, common benefits, I wanted to find the less known benefits, if there were any to find. The results of my experiment were surprising to me, and I got a lot of useful information that I'll share on the blog in the days ahead. For this first post, I wanted to lay some foundation about the use and value of social networking.
Before you go off half-cocked and jump on every site you can find, you must first determine what the goals of your strategy will be. This is a basic planning step that for some reason is usually skipped when attempting internet marketing. But just like any marketing strategy, there should be measurable goals that determine whether it was successful or not. Are you looking to drive more traffic to your website? How much more? Are you looking for appointments or calls to your office? What about foot traffic? Whatever it is, you should have a clear and realistic goal for what you're undertaking, so that you can judge its effectiveness.
What types of social media will you use? There are several to choose from. There's Digg, Facebook, Myspace, StumbleUpon, Twitter, LinkedIn, Plaxo, (getting tired yet?) YouTube and others. Then there's blogging... *whew*
So as you can see, if you don't know what you're getting into and why, it's easy to get confused or even worse...waste valuable time.
So stay with me and we'll take this journey together. At the end of it, I might add you as a friend on Facebook...
Go forth and be ruthless!