The importance of utilizing traditional public relations tools such as prints, radio, TV mentions- is to keep our business name circulating in marketplace. However, there is a new phenomenon - divergence of new media that called Social Media Marketing (SMM). The SMM utilize the various social networking sites to enforce your brand and market your business.
According to USA Today reports the time spent on this site growing three times faster than the overall Internet rate. More than two third of the world online population now visits social networking and blogging sites. The irony here is that when this new phenomenon combined the traditional public relations efforts can help penetrate the marketplace with desired message as quicker as and easier than before.
However, with all these kinds of efforts the new media also faces the circumstances when we as human being neglected the details of what we should do and don’t online. For businesses to has or have SMM, the first thing is to aware of the top mistakes that business can make with this public relations tool for getting the biggest return for your marketing investment.
MISTAKES #1 |Having more than 1 face on the Internet
When engaging with SMM, the goal is to build the image across the Internet. However, you have to find the appropriate place on the internet where you can frame your credible image. Example, if you have multiple Facebook account, the personal one has to be hidden and by invitation only. If you mix business and personal in one mixture, you can ruin your credibility. It is inappropriate to post your family members photos in your Facebook business account and vice versa.
MISTAKES #2 | Collecting Friends
SMM is to create business buzz by getting the same message out over and over, to gain more business opportunity. A social networking site is about making friends. When collecting friends and contacts, supposedly to be an opening door or gateway to exchange information and building relationship. It is a relationship of marketing in 21st century; you are building a relationship online rather than over coffee tables.
MISTAKES #3 | Putting out the wrong messages.
For business network, it is needed for us to put out messages that useful to our readers. It is about giving valuable tips or advices so that people who read your post want to repost it back in their account. That is how viral marketing spread. Keyword here is to keep the message consistent because people will subscribe to your feeds if they think your post full of information and it newsworthiness. Those message and feeds will tell tour audience of your availability and also it is an opportunity to grab a potential buyer and investor for the business. Ensure to post message very occasionally and frequently as it is also your efforts to prove credibility.
MISTAKES #4 | Posting inappropriate information
Be sensible not to post anything online that will affect your conservative audience, nor by you or others that have the authority on the SMM account online. We never know that something would end up just because of simple inappropriate information posting because it is virus like to spread faster in the Internet.
MISTAKE #5 | Assuming that it is better to have your message in only one place on the Internet
In SMM, the more places you can paste your message to appear simultaneously, the more effective your message will be. You are now creating an environment where people can see your message everywhere. The results, you now have their attention and have the opportunity to sell your product, services, ideas and vision for the next.
The marketplace is forever changing and we have to evolve, follow it as everyone else. Our business name has to be everywhere; in prints ad, in TV, radio and even in social networking sites. The more you can get your name and message circulate in the various media, the higher your chances for clients and potential clients to see your credible growing business and ultimately would raise your return of investment.
source: Pam Lontos; Maurice Ramirez; Article from Agency Sales Magazine; September- October 2009
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