by Michael B. Perini, ABC
perini & associates
500 billion. That’s the number of impressions that consumers share with others online about products and services annually, say Josh Bernoff and Ted Schadler, Forrester Research analysts and the authors of Empowered, as reported in the December issue, Harvard Business Review.
More than 60% of those impressions are shared on Facebook, and 16% of users generate 80% of messages and posts about products and services.
“Despite the headaches they can cause, sites like Twitter, Facebook and YouTube are powerful tools for spotting trends and communicating with employees and customers,” according to Brian J. Dunn, CEO of Best Buy.
More and more the key lesson about social media: Your message has to be where people are. Â Today, that means being on social networks.
“Since 1995 the internet has become a utility, much like electricity,” Dunn says. Â “People no longer view it as a discretionary expense, even in tough times: It’s essential.”
So here is a quick tutorial, “Social Media 101”.
What is social media? Basically, it is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. In other words, media that is created to be shared freely. Â Yes, primarily Internet-and mobile-based tools are used for sharing and discussing information among people.
What are some examples? BLOGS, CHAT ROOMS, PODCASTS, VIRTUAL WORLDS, SOCIAL NETWORKS, SOCIAL NEWS, WIKI (A collaborative website which can be directly edited by anyone with access to it), VIDEO SHARING, AUDIO SHARING, PHOTO SHARING and MOBILE.
Why is social media scary? Reasons for the anxiety I have heard: Â “It breaks down walls.” Â “It’s filled with moving targets.” Â “There are still a lot more questions than answers.” “Can be confusing.”
Why do I care? This is what people are doing!
- 83% watching videos
- 73% reading blogs
- 63% viewing shared photos
- 57% using a social network
- 55% commenting on blogs
Social media tools are changing how marketing works. Â I’m not saying this development is right or wrong. Â The fact of the matter is that IT IS! Â Here is some more information from Forrester Research, The Broad Reach of Social Technologies.
- 77 million + Americans visit blogs
- 346 million blog readers world wide
- 80%+ of Americans use social media monthly with 50%+ (35-44 signed up in social networks). Â 70% of seniors (age 55+) use social tools monthly.
I don’t see social media leveling off any time soon. Â It’s a necessary tool in your “PR tool kit”. Â The key is understanding social media and integrating it with other more traditional marketing techniques. Â For six possible social media trends for 2011 check out David Armano’s comments in The Conversation – Harvard Business Review.
Remember, getting into social media is easer than you think. Â Education erases fear. Practice makes perfect. Â We can help.
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