The buzz around social media has reached a critical mass as entrepreneurs are citing social media as a critical part of their marketing moving into 2010. But most businesses we speak with at Terrakon are still skeptical about how they can add to their bottom line using these new tools.
I think the point of confusion lies in the fact that most Internet marketing activities are designed to drive more traffic to the main business website. For example, Search Engine Optimization and Pay Per Click Marketing are methods used to bring more eyeballs to the business website and convert them into leads, donations or sales.
Social media generally takes place off of the main website and on other web properties like Twitter, Facebook or LinkedIn.
Why?
Fish Where The Fish Are
Facebook has more than doubled its US audience from 54 million in December of 2008 to 120 million in December of 2009. Twitter grew to 9X the number of unique visitors over the past year — from 2.7 million a month to 18.1 million per month.
People are spending a tremendous amount of time on these websites. Your business needs to meet these people where they are.
Social Media Is About a Conversation
People are talking about your industry and your products on social media. They might even be talking about your brands and your business and they may even be talking about YOU.
It is important for your business to be involved in those conversations.
Not only should your business be responding to what others are saying — but you should be creating conversations of your own. Your business can position itself as a thought leader in your niche.
You do this by being the originator of content that surrounds your industry.
Your Web Platform Is Important
Here is an important question:
Can you easily update the content of your website?
I ask this question because the social web is demanding that your website be more than a brochure. Your website needs to be the creator of thought provoking content. Your website must be a resource. To truly be a part of the social media explosion, you will need to use a web platform that makes it very easy to add content.
Text, video, audio and images are constantly being shared and discussed on social media sites like Twitter, Facebook and LinkedIn. Of course, the ultimate business goal when using social media is to bring more traffic to your website.
The most effective method for bringing traffic to your website will be the building of a quality resource on your website.
Here’s the problem.
You’re most talented writers, your most creative personalities, your most qualified subject matter experts are probably not able to code in HTML. You will need to use a website platform that makes it easy for your best people to easily add content.
Using an open source Content Management System such as Drupal or Wordpress will give even the most non tech-savvy employees the ability to create resources and share them via social media.
At Terrakon, we are experts in Social Media Web Design, we build social media friendly websites and train organizations to use them.
What questions do you have? We would love to hear your comments below.
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