Because social media marketing is so inexpensive and social media has been so widely adopted (Facebook now boasts 1.2 Billion users), marketers across all types and sizes of business have embraced it. Traditional media is costly while social is inexpensive. Traditional media is a one-way information push but social media creates opportunities for authentic community exchange. Social media is uniquely measurable; every click gets counted. Traditional media can measure the size of the exposed audience but exposure doesn’t mean attention.
Social media marketing is about facilitating conversations among target customers and increasing brand and product or service advocacy (net promoter scores). Since these needs span most industries, social media is effective in both business-to-business and business-to-consumer markets.
A well-developed social media program will be multi-faceted. There are a number of reasons why this is a good idea. Google’s algorithms reward marketers who leverage multiple techniques with higher website rankings. Also, since people are becoming more dependent on the internet, different digital platforms provide a greater number of consumer touch-points. These different facets can include online press releases, e-blast campaigns, digital display ads (banner ads etc.), podcasts, webinars, blogs and more.
If you’re thinking about selecting a third-party SMM promotion consultant, make sure you find one that can give your brand an air of authority when they write on your behalf. This is especially true for small businesses where what’s really being communicated is a personal brand.
A good partner will share your sense of urgency to respond to customer inquiries. This builds your credibility in the eyes of your customers. Also, partner with someone who can give your brand a ‘thought leader’ perspective.