Touted as an easy and cost-effective way to reach the masses, social media like blogs, Facebook, Twitter, and YouTube are all the rage. They didn’t exactly sneak up on the business world, but they engaged so many people so quickly that it kind of feels that way. The accelerated acceptance and proliferation of social media has positioned many companies behind the proverbial eight-ball. And many have no idea how to line up their next shot.
This seemingly uncomfortable situation provides me an exciting opportunity.
According to Wikipedia,
Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others.
I’m really interested in how social media can be successfully utilized by businesses and organizations to do just that: inform or persuade individuals and communities that their products or services can satisfy current needs.
The biggest hurdle, even for companies that are already engaged in social media, is getting a real read on the pulse of this relatively unknown medium. Thriving in a world dominated by citizen-published, virally-distributed, unregulated material, it’s a bit of a rogue environment. That can be intimidating when you’re used to the structure of 30-second spots, above-the-fold placements, and press releases.
Questions I hope to answer through my research include:
- How can social media be framed using the familiar features of traditional media so it becomes more accessible to businesses and organizations?
- What’s the best way to leverage the unique properties of social media to reinforce and support corporate brands and campaigns?
Keywords I plan to use in my search include: social media trends, social media marketing, online metrics, communications technology, and social networking.
Websites I will reference in my research include:
Mashable
Web Address: www.mashable.com
Description: Mashable bills itself as “the world’s largest blog focused exclusively on Web 2.0 and Social Media news,” and I believe it! Incredibly rich resource for news, reviews, and opinions about all things 2.0
Seth Godin
Web Address: http://sethgodin.typepad.com/
Description: Entertaining and spot-on marketing insights from Seth Godin in perfectly sized nuggests. Loved his book “All Marketers Are Liars.”
Social Media Today
Web Address: www.socialmediatoday.com
Description: Interesting site that is “a moderated online business community for social media bloggers, marketers, PR and media professionals.” Their Social Media School (http://socialmediatoday.com/school) is a particularly good resource.
TED
Web Address: www.ted.com
Description: I could spend all my time here. Vast library of presentations that are chock-full of information related to social media/technology. My go-to site when I need inspiration!
The Social Media Marketing Blog
Web Address: www.scottmonty.com
Description: Scott is in charge of social media at Ford Motor Company. I’m interested in following his site not only to read his posts but also because I’m interested in the implications of a personal blog with ties to a corporate brand.
The research I’m most looking forward to, though, is
- participating in a variety of social sites to collect user/follower input,
- contacting off-shoot entities like blogads, wize, and omniture to get their take on social media dynamics,
- getting feedback and suggestions from readers,
- and compiling the good and bad of social media participation along the way.
One last note. I think I know where I’m going with this, but am uncertain enough about the social media world and its implications that I’m prepared to shift course a little in the process of discovery. Thanks in advance for joining me on this journey – if you have suggestions about side trips, landmarks, or little known destinations, please let me know! This is a case where backseat drivers are not only welcome, they’re encouraged.
