Here is a great article on Social Media and how it has changed our society. This is a must read. Web 2.0 Promotions is always looking for great content to bring to our customers. If you need help with understanding how this can help your business, give us a call 609 384 4881.
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Social Media Answers for your Business!
http://web20promotions.com
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“Do you have Facebook?”
“Yes, of course. But I don’t think you can find me, as there are too many people who have the
same name as me. Try searching with my surname as well.”
“Hey, you celebrated your birthday in K-Box, right? I saw the photos in your Facebook.”
“Bro, I saw your comments about the YouTube video that I’ve posted in my blog. I’m happy that
you are also deeply moved by the ‘Dancing Peacock Man’ as well.”
Social media or “social networking” has almost become part of our daily lives and being tossed
around over the past few years. It is like any other media such as newspaper, radio and television
but it is far more than just about sharing information and ideas. Social networking tools like Twitter,
Facebook, Flickr and Blogs have facilitated creation and exchange of ideas so quickly and widely
than the conventional media. The power of define and control a brand is shifting from corporations
and institutions to individuals and communities. It is no longer on the 5Cs (e.g. condominium,
credit cards and car) that Singaporeans once talked about. Today, it is about the brand new Cs:
creativity, communication, connection, creation (of new ideas and products), community (of shared
interests), collaboration and (changing the game of) competition.
In January 2010, InSites Consulting has conducted an online survey with 2,884 consumers from
over 14 countries between the ages of 18 to 55 years old on social networking. More than 90% of
participants know at least 1 social networking site and 72% of participants are members of at least
1 social networking site. On the average, people have about 195 friends and they log in twice a
day to social networking sites. However, 55% of the users cannot access their social network
websites at work. In the past, not many adults were able to make more than 500 friends, but with
social media, even a child or teenager can get to know more than 500 people in a few days by just
clicking the mouse. Social media has devalued the traditional definition of “friend” where it means
trust, support, compatible values, etc. Although we get to know more people, we are not able to
build strong bond with all the people whom we met as our available time is limited. Hence, there is
an upcoming social trend of people with wider social circles, but weaker ties (people we don’t
know very well but who provide us with useful information and ideas).
Social media also influences people’s buying behaviours. Digital Influence Group reported that
91% of the people say consumer reviews are the #1 aid to buying decisions and 87% trust a
friend’s recommendation over critic’s review. It is thrice more likely to trust peer opinions over
advertising for purchasing decisions. 1 word-of-mouth conversation has an impact of 200 TV ads.
With the prevalence use of social media, there is numerous news related to it from the most
viewed YouTube video on “Armless pianist wins ‘China’s Got Talent’” to Web-assisted suicide
cases (e.g. New Jersey college student who killed himself after video of him in a sexual encounter
with another man was posted online). Thus, does social networking make us better or worse off as
a society?
Positive Effects of Social Media
Besides having opportunity to know a lot of people in a fast and easy way, social media also
helped teenagers who have social or physical mobility restrictions to build and maintain
relationships with their friends and families. Children who go overseas to study can still stay in
meaningful contact with their parents. To a greater extend, there is anecdotal evidence of positive
outcomes from these technologies.
In 2008, President-elected Obama won the election through the effective use of social media to
reach millions of audience or voters. The Obama campaign had generated and distributed huge
amount of contents and messages across email, SMS, social media platforms and their websites.
Obama and his campaign team fully understood the fundamental social need that everyone
shares – the need of being “who we are”. Therefore, the campaign sent the message as “Because
It’s about YOU” and chose the right form of media to connect with individuals, call for actions and
create community for a social movement. They encouraged citizens to share their voices, hold
discussion parties in houses and run their own campaign meetings. It truly changed the delivery of
political message.
Obama campaign had made 5 million “friends” on more than 15 social networking sites (3 million
friends on Facebook itself) and posted nearly 2,000 YouTube videos which were watched over 80
million times. At its peak, their website, MyBarackObama.com, had 8.5 million monthly visitors and
produced 400,000 blog posts. In order to ensure that their contents were found by people, the
Obama campaign spent $3.5 million on Google search in October alone, $600,000 on
Advertising.com, $467,000 on Facebook in 2008, etc. Currently, Obama’s Twitter account has
close to 6 million followers.
In 2010, after the earthquake happened in Haiti, many of the official communication lines were
down. The rest of the world was not able to grasp the full picture of the situation there. To facilitate
the sharing of information and make up for the lack of information, social media came in very
handy to report the news about the affected area on what happened and what help was needed.
Tweets from many people provided an impressive overview of the ongoing events from the
earthquake. BBC covered the event by combining tweets from the work of its reporter Matthew
Price in Port-au-Prince at the ground. Guardian’s live blog also used social media together with
the information from other news organizations to report about the rescue mission.
It has been two years since CNN officially launched iReport as a section of its website where
people can upload video material, with contact information. During the Haiti crisis, CNN had
published a range of social media material but not all the materials were verified. The editorial staff
would vet the reports from the citizen journalists and labeled them differently compared to
unverified contents. On Facebook, a group, named “Earthquake Haiti”, was formed to show
support and share updates and news. It had more than 14,000 members and some users even
pleaded for assistance to the injured Haitians in the group. Using email, Twitter and social
networking sites like Facebook, thousands of volunteers as part of Project Ushahidi were able to
map reports sent by people from Haiti.
The most impressive part of the social media’s impact on Haiti is the charity text-message
donations that soared to over $10 million for the victims in Haiti. People interested in helping the
victims are encouraged to text, tweet and publicize their support using various social networking
sites. The Global Philanthropy Group had also started a campaign to ask wealthy people and
celebrities, like Ben Stiller and John Legend to use Twitter and Facebook to encourage others to
give to UNICEF. An aid worker, Saundra Schimmelpfennig, allowed the advice from other aid
workers and donors to post on her blog regarding to choosing which charitable organisations to
support. In the meantime, donors were asking questions in Twitter, Facebook and blogs about
their donations and endorsements of their favorite charities. After every crisis, the social media
for social cause becomes a more effective medium to spread the word.
Negative Effects of Social Media
There are always two sides of every coin. Social media is just a tool or mean for people to use. It
is still up to the users on how to use this tool (just like a knife, can help you to cut food or hurt
others). Pew Research Center’s Internet & American Life Project and Elon University’s Imagining
the Internet Center conducted a study on “The Future of Online Socializing” from the highly
engaged, diverse set of respondents to an online, opt-in survey consisted of 895 technology
stakeholders and critics. The negative effects presented by the respondents included time spent
online robs time from important face-to-face relationships; the internet fosters mostly shallow
relationships; the act of leveraging the internet to engage in social connection exposes private
information; the internet allows people to silo themselves, limiting their exposure to new ideas; and
the internet is being used to engender intolerance.
Some respondents also highlighted that there will be development of some new psychological and
medical syndromes that will be “variations of depression caused by the lack of meaningful quality
relationships”, and a “new world society”. The term, “Social Networking”, has begun to deceive the
users to believe they are social creatures. For instance, spending a couple of hours using
Farmville and chatting with friends concurrently does not convert into social skills. People become
dependent on the technology and forget how to socialize in face-to-face context. The online
personality of a person might be totally different from his/her offline character, causing chaos when
the two personalities meet. It is apparent in online dating when the couple gets together in face-to-face
for the first time. Their written profiles do not clearly represent their real-life characters. It is
more enticing for people to type something that others want to hear than saying the truth.
Besides the “friendship”, creators of social networking sites and users redefine the term, “privacy”
in the Internet as well. The challenge in data privacy is to share data while protecting personally
identifiable information. Almost any information posted on social networking sites is permanent.
Whenever someone posts pictures or videos on the web, it becomes viral. When the user deletes
a video from his/her social network, someone might have kept it and then posted it onto other sites
like YouTube already. People post photographs and video files on social networking sites without
thinking and the files can reappear at the worst possible time. In 2008, a video of a group of ACJC
students hazing a female student in school on her birthday was circulated and another video of a
SCDF recruit being “welcomed” (was hosed with water and tarred with shoe polish) to a local fire
station made its way online.
Much news has been reported about online privacy breach in Facebook and Facebook is
constantly revising their privacy policy and changing their privacy controls for the users.
Interestingly, even when users delete their personal information and deactivate their Facebook
account, Facebook will still keep that information and will continue to use it for data mining. A
reporter asked whether the data will at least be anonymized. The Facebook representative
declined to comment.
In the corporate world, human resource managers can access Facebook or MySpace to get to
know about a candidate’s true colours, especially when job seekers do not set their profiles to
private. Research has found that almost half of employers have rejected a potential worker after
finding incriminating material on their Facebook pages. Some employers have also checked the
candidates’ online details in Facebook pages to see if they are lying about their qualifications.
Nowadays, younger generations have a complete disregard for their own privacy, opening doors
to unwelcome predators or stalkers.
Raymond Tay
Founder & Trainer of Leader’s Wheel LLP
Having strong interest in personal development and helping others.
Learn more about Social Media http://web20promotions.com ==== ==== The hype is what often kills any effort to incorporate social media into a marketing plan; and the hype has been huge. Expect the initial wave to die down, as serious marketers get serious about social media as a tool to listen to and communicate with the customer. There are a lot of great articles on the web about social media; how to start it, how to convince the CEO you need it, how it is not a panacea for bad marketing; the list goes on and on. It’s getting a huge amount of attention and many people have developed strong opinions (read love/hate) about social media. Regardless of how you feel about it, it is a tool that needs to be as seriously evaluated as you would any new business initiative. The best way to evaluate social media is to make a business case for using it. Use your existing business plan as your cornerstone. There are two areas where you will focus your efforts: marketing and customer service. By targeting prospects and customers you will be better able to evaluate its potential for a meaningful impact on the bottom line. Let’s get started. Step 1: Do your Homework First get the facts as you would any new initiative. This will form your summary overview to present to others in your organization, if you decide to move forward. 1) Gain a working understanding of the tools: Twitter, LinkedIn, Blog sites, Facebook, YouTube, SlideShare, Foursquare, Tumblr, etc. To monitor activity, popular tools are ViralHeat, Radian6, Spokesignal, etc. Each has its unique niche in the user community. Make sure you know the pros and cons of each. While I don’t normally recommend Wikipedia, it actually has a good section on application examples. Just wiki “Social Media” and you’re there. There are links from each example that provide more detail. 2) Understand the trends as they pertain to your demographic. It’s easy to find. Nielson puts out quarterly reports on social media as do other agencies. Put together a couple paragraphs and a chart or two, just enough to prove to yourself that social media is real and is actually used by your target demographic. The latest Nielson report for Q3 2011 can be found on their website. 3) Query at least 10 customers. This is key. Social media, used properly, is not about broadcasting commercials about your company; it’s about your customers. Talk with them. Where do they get their information? Would they visit a Facebook or LinkedIn group if you provided them with useful information or special coupons? What kind of information would they find useful? Make sure they are willing to join a LinkedIn group. Would they sign up for Twitter? Would they view a demo or training class over YouTube? This is important as you begin to build your communities. Users won’t connect if there is no value. You need to find the best way to encourage involvement. 4) Conduct a quick check on your competitors. What social media are they using? Step 2: Insert Social Media into your Business Plan This step is critical to assess the fit of social media within existing initiatives and to put it in its rightful place, alongside traditional tools. 1) Highlight all areas of the plan that touch on communications with prospects and customers. This is where your social media entrance points will be. As an example: a. Customer communications: surveys, newsletters, focus groups, feed-back b. Prospect communications: advertising, press releases, trade shows, TV spots, radio spots, email campaigns c. Although social media is not a replacement for any of these programs, it needs to be present along with these traditional communications tools so that it can be properly implemented and measured. 2) In each of these areas, insert the best social media tool to compliment or extend existing communications tools. a. Example: As an extension to a newsletter sent to end users once a month, you might recommend a monthly WordPress blog, targeted to users. The blog can be set up to encourage responses and comments. It can be authored by one of your customer service reps or a technical person. Each new blog can be announced via a LinkedIn group that is set up for end users only. It can also be posted as a link from your website. The value-add is that now you have a “circuit” that encourages discussion and interaction, in place of a single one way newsletter event. Step 3: Create an Implementation Plan How will the program be executed? Key is content, consistency and measurement. 1) Decide who will own the social media program. This is not easy in that everyone should own this and there are many good articles that passionately make this point. The truth is that it is very hard to change the mindset of senior executives if they are wary of social media. Please do not assign this job to an intern! It must be connected to at least a mid-level marketing person, with oversight by an executive. This individual will be responsible for the schedule and tapping inhouse talent for content. 2) Who will own the monitoring piece? There are plenty of tools available to help companies tune in to what customers are saying about them. Some are free, others have a monthly charge. You need the involvement of a customer service manager to coordinate with marketing in that area. For more reading on the subject you might want to visit this site: http://www.informationweek.com/thebrainyard/news/social_crm/231400038. 3) How will you build your communities? Include a plan for getting membership for LinkedIn groups, Twitter accounts, Facebook friends, etc. Use the data collected from your customer queries. These customers can become your first community members. 1) Who will provide content? If you do not have buy in from people who can produce quality content, all your efforts may be in vain. Thinly disguised “commercials” in the form of tweets and blogs will quickly be dismissed by your audience. Content should come from marketing, customer service and at least one senior level manager, ideally your president or CEO. If that’s you, great. If not, remember, your CEO does not have to have his/her own WordPress and Twitter accounts, but there has to be a commitment to provide content on a regular basis. Be clear that you are not asking executives to blog or tweet. You are asking them to share their knowledge and expertise at least once a month. This can be achieved via a short interview with a marketing person, over a cup of coffee. It is an excellent opportunity for them to share their thought leadership — something they should be doing anyway! 2) Set a preliminary schedule. This will depend on the social media tools you use. Twitter generally requires multiple daily posts. Blogs can be written monthly, as long as there is consistency. 3) How will you measure impact? Take time to understand measurements that make sense for your company. There are a lot of articles about social media metrics. Find one that fits your business model. Step 4: Make a final assessment At some point along the line, as you learn more about social media, which customers are using it, what your competitors are doing and what the industry trends are, you will form an educated opinion as to its feasibility within your organization. There are few industries today that cannot benefit from using social media to engage their customers and articulate their unique value to their community. If you are the top executive of your business, your decision will carry the weight to make it happen. If you are at a mid-level spot, you’ll need to put together a report or presentation to properly communicate your findings. Either way, you have the confidence of knowing that you’ve evaluated it seriously and in context of your existing business plan. Step 5: Present your findings Regardless of your personal thoughts and opinions, your work should take a format that can be articulated to others in your organization and should contain the following: 1) A short overview containing the statistics, metrics that pertain to your markets, customer input and competitive use of social media that you collected in Step One. It’s important that others understand what social media is — without the hype, of course. 2) Breakout of the pertinent portions of your business plan, indicating where the social media would fit within the goals, objectives and tactics already outlined therein. 3) Implementation section, including who would run the program, how content would be created, schedules and measurement metrics. The way you measure your social media efforts will be key in assessing its value. There are many articles on the subject of measurement. Here is one from TopRank you may find helpful: http://bit.ly/pWEnsF. 4) Closing summary which reviews the main points, articulates the pros and cons; the potential value and the tasks required to implement, manage and measure a social media initiative. If you recommend social media for your company, as stated earlier in this report, it is critical to get commitment from the highest level of the organization and down through everyone who will have involvement. To be effective, the use of social media must be consistent, involve quality content, and encourage two way communications with your customers and prospects. Wow! Why go through all this work? If and when you get to the point of recommending your program, you will already understand the unique place social media holds within your business. Furthermore, you will have answered many of the key questions and demonstrated the tangible value of integrating social media within your business plan. You will have a sense of how to implement the program, along with who will provide content and a method of measuring its effectiveness downstream. Finally, by placing social media within the business plan, you’ve validated its importance as a critical tool to reach beyond traditional marketing and customer service activities. Not all marketers would agree with this approach. Some experts argue that social media is a phenomenon that cannot and should not be inserted into business plans. Others would assert that you “just do it!” and not over analyze it. This may be true. But our business plans form the cornerstones of our organizations. Social media, as a unique communications form, is being shortchanged if it does not hold a prominent place there. And that’s no hype! Good luck. Let me know where your evaluation of social media leads you. Sue Saldibar Susan Saldibar is an enthusiastic, results-driven marketing executive with over 20 years experience in helping small businesses profitably grow to the next level in Orange County, California. Her expertise ranges from branding and positioning of start-ups to life cycle management for mature product lines. Article Source: http://EzineArticles.com/?expert=Susan_J_Saldibar ==== ====
Here is a great article on Social Media this confirms what we have been saying. We highly recommend you read this article about Social Media and why it’s important for your business and mine!!
This is what we have been saying about business and Social Media!Now you will see how Facebook and LinkedIn are going after advertising dollars! A must read!
Here is another video on Four Square that might be helpful for you. Please leave comment if you like video like these. We are here to help you with Social Media feel free to call me at anytime. Web 20 Promotions.
Web 20 Promotions highly recommends reading this article about Facebook Places.CLICK HERE! Web 20 Promotions is here to help local businesses understand all of the latest methods to drive more people to their business! This again confirms more reasons why social media/mobile will help the local business community . To Read the whole article Click here!
Here is another article if you are not convinced that things are moving fast. Having a social media manager in your business is key to staying on top of it all! This is great information if you can find the time to use it. New tools to use to connect with our customers. Web 20 Promotions is key to your success with social media and all the new tools of Web 20 technologies.
