New Media: Take Advantage of the Opportunities

Taking a leaf out of Obama’s marketing playbook – exquisite use of the internet Plan to make use of the Internet and Social Networking sites to market your product to consumers.

Obama’s expert use of the Internet probably won him the election; something you should take notes of and likewise plans an “exquisite use of the Internet as a marketing tool.” The social media marketing tool is a cheaper than traditional direct-to-consumer advertising.

“Barack Obama gets the Internet and social media the way that Kennedy got TV.” – Fast Company. “Staff finds White House in the Technological Dark Ages” – The Washington Post. The story goes on to explain that the outdated White House does not have Facebook to communicate to Obama supports, not outside e-mail log-ins, no instant messaging, etc. “…like going from an Xbox to an Atari.” according to Obama Spokesman Bill Burton.

What is Social Media?

Social Media are internet-based tools for sharing and discussing information. The content is user-generated, anyone can post (generally for free) and messages can go “viral.”

Social media is now used more often than email according to Nielsen” Social Nets Overtake E-mail” Adweek. In addition, Pew Research Center’s summary of findings states, “it’s becoming a more valued source of information.”

Social Media/Social Networking Trends

This still exists…

SEO and paid search
“Push” to site as call to action
(For example: for more information, visit www….)
Your brand is not my friend
Social networking among under-40s
The ‘citizen journalist’ (individual as messenger)
‘Firewalls’ around content owner/publisher control of context
Oversharing” – to much information all over the net

But now there’s also...

Content portability
Greater mobility and reach for your content; anything can become ‘viral’
Corporate engagement in social media expected; transparency is price of entry.
Social networking among over-50s
The ‘citizen broadcaster’ (individual as medium)
“Mashups” (loss of control of context from your content)
“Undersharing” – a move to exclusivity and discretion

Implications• All media is social media now, whether you like it or not
• If your current content creation/distribution processes do not fully address social media context – you need new solutions for managing your business
• Many old rules of marketing and public relations still apply but with a few new wrinkles:
 News or buzz (positive or negative) can go viral in hours and stay online for years!
 Traditional PR activities such as press releases can gain new legs online
 Good content is still good content and the opposite applies
• The opportunities:
 Reach new audiences in new ways
 Build and sustain strong relationships
 Be the most-trusted source of information about your company and products.

It’s not the social media medium, it’s the message

Deena McMahon is an author and entrepreneur for America’s Media Placement Specialist, a continuing education and business development company showing people how to build business success. Get No Obligation Free Tips and Training at http://www.americasmediaspecialist.com/
Find out if you qualify to be trained in having your own business at 1-800-719-8268 extension 34978.