This week on the Blogosphere we’ll review four blog posts that focus on why businesses should adopt social media as a marketing strategy:
- Having a public presence on social networking sites is a must for today’s business. The majority of Facebook fans and Twitter followers of businesses claim they’re more likely to buy, recommend those businesses since connecting with them online.
- Social media’s gaining prominence in the search marketing space; the practice of using target keywords on Facebook and Twitter will likely continue to gain recognition.
- While many companies are using social media most of them have no marketing strategy in place.
In Social Media, Engagement Has Its Rewards
BrianSolis.com | Brian Solis | 6-21-10
In addition to using search engines to research companies, prospective customers are increasingly utilizing social networks as a sounding board for their decision-making process. The article’s author stresses that businesses should work to discover which social networks their prospects are frequenting, so as to reach them in the Interest and Desire stages of their buying process. Solis references a survey in his post, which found that the majority of polled individuals claim they’re both more likely to recommend, as well as to buy from a brand since beginning to “Like” or follow them via Facebook and Twitter. When asked why they became fans/followers on these major social networks the top reasons for Facebook users included: they’re customers of the business, to show support for the brand and to possibly receive promotional offers. Whereas for Twitter users, their primary reasoning included: again, because they’re customers of the company; to receive promotional deals; and, because it serves as a form of entertainment for them.
- While engagement on social networks is important for a business’ customer interactions this step should start at the prospect level.
- 51% of Facebook fans and 67% of Twitter followers claim they’re more likely to buy from a business since connecting with them online; 60% of Facebook fans and 79% of Twitter followers say they’re more likely to recommend a brand since connecting.
- 49% of people claimed they became Facebook fans of a business because they’re customers, 42% to show their support and 40% to possibly receive promotional deals. 51% said they began following on Twitter because they’re customers, 44% to receive promotional deals and 42% for entertainment.
SEMPO Study: Social media dominates search-marketing conversation
BtoB Magazine | Christopher Hosford | 6-16-10
Social media’s gaining speed daily and having a profound effect on search marketing. Before, users would conduct research via Google, then visit a company’s website for information on services and products. Now, users frequent social networks as their first step, gather feedback from discussions and reviews and only then might they visit a business’ site. In this sense, users are indirectly telling marketers what they’re looking for in the social media space. Marketers can in turn use those specific keywords and phrases in choosing what target keywords to use on Facebook and in tweets. Fifty-nine percent of polled companies said they plan to increase their spending on social media marketing, whereas 37% claimed theirs would stay the same. The cost of Google keywords has grown increasingly expensive; 56% of advertisers and 62% of agencies say they’ve begun paying more for these keywords in the past year.
- While social media marketing is still evolving it’s clear that using target keywords in tweets and on Facebook will become a widespread, significant practice.
- Marketers claim Google keywords have become progressively more costly.
- Fifty-nine percent of companies said they plan to increase social media marketing spending this year, 37% plan to keep their budget the same.
Facebook Tests Show SEO May Be Possible with Open Graph
All Facebook | Nick O’Neill | 6-23-10
In this post, the author examines Facebook’s new Open Graph protocol and suggests that features like this one may be what help the major social network become an even greater competitor for Google. With Facebook’s Open Graph, websites will now appear in Facebook search results, including their URL links. In addition to websites, Facebook allows for a large number of objects that can be indexed through Open Graph, including people, places, businesses, groups, activities, etc. The author points out that while Facebook encourages others to employ the “Like” button, they’re the only ones with access to the resulting data from the social sharing option.
- Facebook recently launched their new Open Graph protocol, allowing (for the first time) all types of indexed objects to appear in Facebook search results, including businesses, activities, people, etc.
- Neither Google nor any other search engines have access to the data being collected from the “Like” button—only Facebook maintains this information.
Look Ma, No Hands: More Than Half Of Companies Say They Are Using Social Media With No Strategy
Media Post | Gavin O’Malley | 6-22-10
In a study led by Digital Brand Expressions, 78% of the surveyed companies claim to use social media, yet just 41% reported actually having a marketing strategy in place. Among the companies with a marketing strategy, only 29% said they’ve issued policies and protocol guidelines to staff, which unsurprisingly has led to many employees spreading statements that are inconsistent with the company’s message, as well as harmful to the company’s image in some instances. Of the companies who have a social media marketing strategy in place, 69% are attempting to track their social media ROI, 71% say they plan to keep an eye on their business’ reputation on social networks.
- While 78% of companies report using social media, only 41% actually have a designated marketing strategy in place.
- Among the companies with a marketing plan in place, very few have employee social-media policies in place, which has at times led to distribution of company-detrimental messages.
What’s Next for Facebook?
After reading this blog post, we hope that if your business doesn’t already have a social media marketing plan in place, you have a better understanding as to the significance of maintaining one in today’s market. To get the weekly summary, or any other Optify updates, follow us on Twitter, Facebook, LinkedIn or subscribe to our RSS feed. Here are a few questions based on the articles we’ve reviewed that we’d love to get your input on:
What are your thoughts on Facebook’s new “Open Graph” model? Do you think Facebook’s attempting to move into Search? How far-reaching do you think the effects of the “Like” button will be?
