S O CI A L ME DI A
Business Focus: Social Media S
BY MARINA DIPP E L , SOCI A L MEDI A S ERV ICE S DIRECTOR A T S LN , I NC. We often view social media as very differ-
OCIAL MEDIA IS OFTEN REFERED TO AS THE communication medium of the new millenium. Established
and emerging social media channels (FaceBook, Twitter, or FourSquare) are growing their user base exponentially. In June, FaceBook reached over 750
million active monthly users and it is pre- dicted to reach 1 billion by early 2012. According to the 2011 ComScore Report, Google still dominates Web traffic in terms of number of U.S. visitors, while FaceBook users spend more time per visit and visit more pages. How does this shift in user communica-
tions impact your business and marketing? Many believe that social media marketing will replace some forms of traditional mar- keting, such as direct mail or "cold" calls.
ent from traditional media channels. Social media is different in the way that it allows you to communicate with much broader audiences directly and instantaneously. In essence, social media is an online con- versation. For marketers, it is a unique opportunity to connect and stay in touch with customers, prospects, and partners. We can now reach new customer contacts and follow up on FaceBook or LinkedIN. Customers interacting with your com-
pany are now in the driver seat when it comes to exchanging their feedback about your products and services. The online "word-of- mouth" is indeed growing at a rapid speed with the availability of new and emerging social media technologies. On FaceBook, for example, user interactions and company
reviews are visible and known to "friends." Customer experiences – good and bad – get shared on social networks and become part of the company's reputation online. What about the social media impact on
marketing fundamentals, such as brand- ing, customer relationships and trust? Social media communications are no dif- ferent, from a marketing standpoint. It is all about the customer, not you. Off-line, we all work hard to establish
long-term customer relationships over time, and the same holds true for online conversations. Being honest and open, showing genuine interest in your cus- tomer, accepting feedback, and being responsive – that's the true "secret" of social media success. Is it really a new school for marketers? l FON
