Social Media Denial Common for U.S. Businesses
American businesses are in denial about the need to embrace social media. New research finds that 72% of businesses that use social media do not have a clear set of goals or a clear strategy for their social media platforms.
This lack of direction is happening despite the fact that 60% of Americans use some sort of social media, according to the Pew Research Center. Businesses, however, are not convinced that social media is anything more than a fad or a temporary phenomenon.
Rob Ployhart, a professor of business administration at the University of South Carolina’s Darla Moore School of Business, believes that the skepticism of businesses comes directly from the fact that they have not been able to see data showing the return on investment from social media.
Social Media & Business Make Strange Bedfellows
Many businesses are not convinced that social media is a viable marketing strategy. This may be due to the lack of data showing a return on investment (ROI). Yet, when done right, social media can make a huge difference in a company’s profit margins.
While navigating the variety of social media forums can be mind boggling, businesses that take the time to develop a cohesive social marketing strategy are finding they are not only connecting to consumers, but engaging with them like never before!
Social media is a powerful way of reaching consumers to either help create or promote products or services. By branding your product through social media, your exposure increases exponentially. Over half of Americans use some type of social media and a business that embraces this early will gain an enduring competitive edge.
Small businesses get personal with social media
“I’m genuinely interested in how it went,” he said. “But I can’t keep things like that in my head. I rely on technology tools to remind me of that.” As CEO of Expo Logic, based in East Norriton, Pa., Cooper’s business handles online registrations for trade association conventions.
The small, family-owned business, which was founded in 1979, has changed much since it entered the high-tech world. Today, it not only manages bar code badges and tickets that can be displayed on mobile phones, it relies on tools such as Google alerts and customer relationship management, or CRM, to keep strong customer relationships. “We’ve had some customers for over 20 years,” Cooper says. “We heavily rely on that repeat business.”
Social media and the Internet have leveled the playing field for small business owners, helping them foster closer relationships with clients and identify potential customers. Although small business owners are under much pressure to generate new customers, they should spend time nurturing and maintaining their existing clients, says Tory Johnson, founder of Spark & Hustle, which creates conferences for women-owned small businesses.
Big business: Social media grows up
Call it social maturity or social CRM, social media is no longer the new kid in marketing but has become a core part of corporate business strategy. Conversations around social media have shifted. Once the domain of the pimply kid wedged in the corner between marketing and IT, it now has a seat at the directors’ table and a space on the CIO or CTO’s agenda.
Factors driving this conversation centre around the shifting power balance between companies and their consumers, agree both Forrester and IBM. By ingraining social media into CRM management, companies are better able to navigate this chance, says IBM’s regional executive, Lotus collaboration portofolio for Southeast Asia, Christopher Blake.
“Social CRM enables brands to navigate this shift by recognising that instead of managing customers, the role of the business is to facilitate collaborative experiences and conversations that their customers value,” he notes.
How social media is changing the business landscape
The popularity of social media amongst Australian consumers is an undisputed fact, with the vast majority of us actively engaging with social media on a regular basis. However, many Australian businesses are lagging behind with only 27 percent of small businesses and 34 percent of medium sized businesses having a social media presence.
Australians access social media first thing in the morning, and throughout the day, with many of us checking our social media profiles as the last thing we do before we go to bed. We use it to keep in touch with friends as well as to network professionally, we even use it when we’re watching television, and amongst all this, we use it to interact with businesses.
In between connecting with our families, sharing photos and arranging what we’re doing on the weekend, we are also looking for good deals and quality conversation from our favourite businesses. We use social media to find things to buy and to find businesses to buy them from. Sometimes we will buy these products online, but other times we’ll use the information garnered from social media to go into a shop in the offline world.
Social Media Correspondents Leverage Social Media to Promote Business
Houston, Texas – November 16, 2012 – Texas Southern University Social Media Correspondents (SMC) leverage digital and social media to improve the bottom line at a local Pizza Inn.
SMC will link up with Brian Iwuh, owner and operator of Pizza Inn at 12805 Cullen Blvd Cullen Boulevard for Innovate Day, using social media platforms such as Twitter, Facebook, Instagram, and many more to promote deals, specials, and the overall business.
Brian Iwuh, a six year veteran of the NFL, recently opened his ninth Pizza Inn, in southeast Houston. Earlier this year, Iwuh opened his first Pizza Inn restaurant at 14708 Hiram Clarke Road, and plans to open several additional locations in the coming years.
Making Your Business Likeable In The Age of Social Media
In a world where one out of every seven minutes spent online is spent on Facebook, businesses can longer afford to simply focus on creating the best product or service — they’ve got to be likeable, as well.
At least that’s what Dave Kerpen, CEO of Likeable Media, says in his new book, Likeable Business: Why Today’s Consumers Demand More and How Leaders Can Deliver. Today’s businesses need to effectively leverage online content and social media networks to tell their stories and, ultimately, drive profits and stimulate growth. With 62 percent of today’s adults using social media, the audience is already present — businesses just need to leverage it.
In his book, Kerpen outlines 11 principles businesses — whether they’re large companies or small startups — should integrate into their social marketing strategies for ultimate effectiveness. Number-one on the list? Listening. And nothing helps your business listen to customer needs better than social media, says Kerpen, who counts HootSuite, SocialMention, and Tweet Archivist among his favorite social media listening tools.
These 9 Advertisers Are Killing It In Social Media
Of all the available media, social isn’t attracting the most advertising dollars — yet.
But it’s fast rising. Some advertisers have taken to the new medium like ducks to water. Others are floundering.
Here’s a guide, based on BI’s own reporting and research, to the companies that are dominating the new, hot space. We’ve used nine prominent social media advertisers — not just the big ones, but the smart ones too — to make our case.
Social Media Is Making You a Smarter Leader
It’s easy to point to the problems with social media: lost productivity from employees checking Facebook at work, new “personal branding” responsibilities to tend online, and a general deluge of information that’s impossible to keep up with. When we do hear about the benefits of social media, it’s usually in a business context (praising the rise of “viral marketing on steroids”) or focused on a macro, societal perspective (NYU professor Clay Shirky has famously cited the “cognitive surplus” resulting from online tools like Wikipedia, which allow people to contribute small amounts of time or effort, but in the aggregate create vast new informational resources).
There’s less focus on the individual benefits of social media. But I believe it’s actually prompting us to become better people and smarter leaders. Here are three often-overlooked results I’ve seen in my own life, and in professionals I admire.
We sell better. In my previous career, I was a journalist. Every week, I’d pound out a 3,000 word story — and leave the title to someone else. Coming up with a snappy headline wasn’t my responsibility, I figured, so I let the copy editor handle it. But today, we’re forced to understand that the packaging — the title — matters. Without a good one, no one will even bother to click on your link. Thanks to the Internet, we’ve all become data scientists, assiduously measuring what works and what doesn’t, and what will pique a customer’s curiosity. (The website Upworthy is actually founded on the premise of spreading meaningful news through the use of sexy, curiosity-inducing headlines). I’m not simply saying, however, that social media has forced us to focus on surface-level concerns. Rather, it’s sharpened our awareness of a fact that has always been there: to succeed in life, we have to know how to persuade and intrigue others. Now we have the tools to do so.
How to Start with Social Media – 4 Research Steps for any Business
In my last couple of blogs I talked about doing a Social Media Evaluation to Achieve Your Marketing Goals and how to Do a Social Media Evaluation Like a Social Media Guru. Both these blogs start from the assumption that you are already doing some type of social media.
How do you evaluate your social media efforts if you are not doing any social media? Maybe you are starting a new business or you have come to the conclusion that this social media stuff is not a fad and you need to get started. Where do you start and what social media accounts should you use?
You can fairly quickly get an idea of where your company or organization fits in the social media world and where you should start by conducting an easy social media evaluation.