Don’t Spread Yourself Too Thin
Deciding to use social media to market your company, brand or service makes perfect sense. But when you sit down to write up your plan (and you MUST have a plan) the first question you need to ask yourself is: what social media networks should I use?
For a couple years there it seemed as if the social media landscape would quickly fill up with a multitude of niche services that served smaller groups of people. That has all changed, however, as four large services consistently rise to the top when discussions about social media marketing begin: Facebook (800 million users), Twitter (100+ users), YouTube (500+ million users) and LinkedIn (100+ users). There are other social media sites, some more popular than others, but if you place most of your efforts in these four networks you are reaching an audience of more than ONE BILLION people.
ONE BILLION people. That’s the sort of audience that most traditional marketing agencies can only dream of reaching. There are only 350 million people living in the United States, so if you want to reach a billion people with traditional marketing you need to reach beyond the national borders. In fact, there aren’t even ONE BILLION people living in all of North America, so I guess you better plan on broadcasting that television commercial, radio spot or billboard overseas as well.
The fact is, if you can reach ONE BILLION people using four simple tools, I say go for it! If your particular message is designed for a very small, niche audience, the chances are you can reach them through one of those BIG FOUR social media tools. If another social media site comes along that offers you a significant slice of the population you can always expand your existing social media marketing plan to include them.
Based on a sample of more than 1,000 businesses online, the report highlights that almost two thirds (64%) of respondents said that they are now beyond the experimental phase compared to 54% a year ago….
More than half of respondents (52%) said that their organisations use Facebook for reacting to customer issues and inquiries compared to only 29% last year.
Similarly, 50% of companies use Twitter for customer service, compared to only 35% in 2010. Half of organisations (51%) are also using Facebook for gathering customer feedback, compared to 37% last year.
The vast majority of companies surveyed use Twitter (87%) and Facebook (82%) as part of their social media marketing or online PR activities. More than two thirds of companies (69%) are using Google’s video-sharing platform YouTube and 57% are using business network LinkedIn.
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