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Social media is here to stay. Since the rst user-generated content (UGC) sites emerged over eight years ago, social media marketing has quickly ascended into one of the most talked about and most promising venues for todays enterprises and on-line advertisers. Popular social media sites including Facebook, MySpace, Twitter, LinkedIn, and many others are now enabling enterprises to connect with their customers cost-effectively, on a one-toone basis. In addition to the handful of social media giants, thousands of other industry and personal blog sites are now gaining power and presence over users and end consumers. It is hard to remember that just a few short years ago companies were still in control of their presence on the Web. Now, the handful of techie guys who set up your blogs just a few years ago are having tremendous inuence over your companys image and reputation, with both positive and negative effects. All of these social media sites and blogs have never been more powerful, and will continue to grow in importance for the foreseeable future. Social media marketing is much more than just placing paid ads onto social networking sites. It also includes the writing and posting of industry articles, blogs, Webinars, and other content on these social networking sites. All of these social media marketing activities can dramatically increase the visibility of your company to a global audience of potential customers. But before diving in to the lucrative world of social media marketing, it is important to rst examine the pros and cons of advertising and marketing on the various UGC sites. To help you succeed with your social media marketing initiatives, this TRUSTe white paper will provide with valuable tips that will help you avoid many of the common pitfalls of social media marketing.
http://news.cnet.com/8301-13577_3-10200161-36.html
LinkedIn also has a very loyal user base. The site currently has over 70 million members in over 200 countries. A new member joins LinkedIn approximately every second, and about half of its members are outside the U.S. LinkedIn also has tremendous visibility with company management, and claims that a signicant percentage of executives from all Fortune 500 companies are now LinkedIn members.
http://www.comscore.com/Press_Events/Press_Releases/2010/5/Americans_Received_1_Trillion_Display_Ads_in_Q1_2010_
as_Online_Advertising_Market_Rebounds_from_2009_Recession
c. DailyDeal a consumer site that nds great new deals on things from clothes, books, electronics, sports, and more items every day. d. KnowEm a site for mass social registration. KnowEm allows you to check for the use of your brand, product, personal name or username instantly on over 350 popular and emerging social media websites. e. HootSuite a professional Twitter client. With HootSuite, you can manage multiple Twitter proles, pre-schedule tweets, and measure your success and related twitter marketing tools, and many others. 8. Increasing the buzz of company news. Information travels at the speed of light on social media sites. This can work to your advantage when you have good news that you want to spread quickly. Social media can provide an excellent platform for free publicity for your new products, services, messages, or events. 9. Learning more about your customers and target market. Companies can gain valuable information about their client base by studying the various analytics available from the social networking sites. You might be surprised to nd out who is actually interested in your products or services! 10. Increasing revenue. Social media can help increase the number of purchases per customer. Users tend to visit social networks frequently, with many logging on to a particular site multiple times per day. No other marketing channels provide the opportunity to interact with potential customers as often as your ads and content placed on social media sites.
4. The inability to accurately time ads. Social media has a degree of permanence. Once a message is posted, it will be available by search engines for many years to come. So your ad or blog may not be relevant when actually seen by the end user. 5. Social media marketing can be time consuming. It takes a lot of time and effort to create new, compelling content for social media. After the content is created, it must be edited, approved, and published. After posting, all comments must be responded to pages must be maintained. This can take time away from other strategic initiatives that better serve company growth. It is possible to outsource the companys social media services, but this will increase the cost of exposure. 6. Return on investment can be hard to calculate. It is difficult to measure the immediate impact of improved relationships and increased brand loyalty. Most social media marketing campaigns will not demonstrate tangible results overnight. A long-term vision must be acceptable if you decide to launch a social media marketing initiative. 7. Bad news travels fast. The existence of social media has now made it impossible to hide bad news from the public. Information travels extremely fast on social media. You need to keep up with the reactions (good or bad) from your followers in real time to counteract the effects of any bad publicity that is traveling like wild re. 8. Possible copyright or privacy infringement issues. With the ease of posting material to social networking sites, copyrights can easily be infringed upon. It is very easy for company employees to bypass the companys legal department approval processes, and illegally distribute copyright protected material online without permission from the original right holder. 9. Spreading condential information. With UCG, your tech guys that are writing to your blog may not being as rened or cautious when sharing company information. Printed information typically progresses through the companys marketing, editing, and legal department before posting, but posting to a blog is easy and usually done by the individual contributors. With social media marketing the lter on what should be reported to the world has been removed. 10. The growing proliferation of internetworking of SMM sites. Internetworking sites (e.g., Facebooks Open Graph) have the ability to proliferate content on a massive scale. According to the Facebook developer site3, Open Graph protocol enables you to integrate your web pages into the social graph. It is currently designed for web pages representing proles of real-world things things like movies, sports teams, celebrities, and restaurants. Once your pages become objects in the graph, users can establish connections to your pages as they do with Facebook Pages. Based on the structured data you provide via the Open Graph protocol, your pages show up richly across Facebook: in user proles, within search results and in News Feed. But users have some legitimate privacy concerns with the concept of internetworking. Facebook users can opt out by checking a blue bar that appears at the top of the site, but many users will not understand the need to opt out, meaning that these consumers have not willingly agreed to share their personal information with the businesses in question.
http://developers.facebook.com/docs/opengraph
How to do it well:
Provide relevant content that is good enough for people to tell their friends about Be open and honest in all of your content and advertisements Be consistent with your messages Provide updates regularly to keep your content fresh Track the social sites and blogs daily to stay ahead of any issues or bad publicity