Social Media Marketing

You might love Facebook and think its a great place to communicate with your audience, you might find that your audience isn’t on Facebook. When you look at social media technologies and sharing sites from your own personal view and think, “This would be a great place for my company,” you need to stop and to take a step back. You should perform objective research on whether your audience is really on that platform.

The Social media platform(s) your audience uses might actually surprise you. Your audience might be using an ancient, very well established forum that hasn’t updated their platform in a few years and lacks all the bells and whistles that newer platforms like Twitter and Facebook have now. People are creatures of habit. If they are comfortable and find something of value, it can be tough for them to change.

“If you see the same person on multiple forums and social media sites and they are quite active in a community, you’ve likely found a major influencer…”

The same holds true for marketers. You might be comfortable with a particular social media platform and, therefore, drive all your marketing efforts there. However, if your audience is on a different site, all that effort is wasted (or at least, not as effective as it would have been on the right platform).

Although you can certainly represent your company/website through your profile on a certain social media platform, keep in mind that your audience wont necessarily come searching for you on the platform you are most comfortable with.

People Dont Converse on Just One Social Media Platform

Nearly every week, some company announces a new social network or social sharing site. Just take a look at archives of Micheal Arrington’s TechCrunch blog or Pete Cashmore’s Mashable site (which is soley based on reporting social media), and you can get an idea of just how many new social media technologies appear every month. The sheer volume can be mind blowing and intimidating.

The average internet user who doesn’t keep track of the in’s and out’s of what’s going on in social media, relies on friends to introduce different social media platforms and communities. In fact, users usually dont even attach the term social media to these communities. For the average user social media sites are simply a place to share with their friends and families.

If you see the same person on multiple forums and social media sites and they are quite active in a community, you’ve likely found a major influencer. These people are dedicating a lot of time to sharing with not just one community, but a few, and their sphere of influence is magnified by moving from one platform to another. Other people notice this as well, and seem to give cross-pollinators a bit more authority because they believe that these influencer’s must have something of value to add because they are on multiple sites.