Q. Is social media a passing phase or fad?

A: Some statistics indicate that some fads last between 18 months and 2 years.

Social media as we know it today picked up momentum, or got “sticky” in the early 2000′s, but started in it’s first wave of innovation in the early 90′s with forums for ebay sellers, etc. Today, a business simply cannot compete, large or small, without customer engagement, because the web has changed our consumer.

It is my opinion, that social media will hit a new wave of innovation and perhaps morph into new tools, but the social customer is here to stay and so is social media. The rate of growth is incredible and isn’t dying down. Larger business are hiring in-house social media experts. It’s a regular job description now, just like “secretary” is a household name for most businesses. Once it became a job description, I think it’s safe to say, we are way beyond a fad.

Here’s a thought…an important question to the business owner should be:  how do I make the consumer experience with my brand more memorable? And, how do I track and measure my campaigns to improve the equity of my brand.  This, we’ll see become a trend in 2011 and beyond.

Your thoughts?

© 2010, TiffanyO.. All rights reserved.

Public social networking platforms (like Facebook and MySpace) offer a free space to cultivate connections and collect friends. The data is frequently erroneous and the site lacks reporting features. On the plus side it is free and available and comes with a site name that everyone knows.

Private online communities and membership sites offer your members the same robust, entertaining features and ability to connect, while providing your administration with something that we all long for — accountability. Reporting features within private communities deliver a strong level of accountability and allow you to monitor and export data on your members and their activities.

The number of friends (or fans) on your public site is not a viable measure of return on investment. In addition to bogus information/member data, the ease at which someone can become a friend or fan of your site actually becomes a negative for your organization as many individuals will merely succumb to the ease/pressure of pressing a fan button because their friend sent it to them, not because they have any interest in your organization. Becoming a member of a private online community is a much bigger commitment because it is an active approach and one that speaks (silently) to their intention.

The perfect fit for your organization may be a combination of both approaches — having a public membership site that funnels traffic to your private site. It’s often a good tactic to incorporate public social networking sites into your marketing mix. It’s certainly a good idea to fish where the fish are! But be sure to bring them home to your organization’s private community — where you can capture valuable member information and provide measurable value to them in return.

About YourMembership.com Inc.
Founded in 1998, YourMembership.com Inc. develops online member communities and web-based membership software for associations, non-profits, government organizations, corporations, congregations, secondary schools, universities, foundations, fraternal organizations and private social networking sites. Serving hundreds of customers around the world, YourMembership.com creates truly dynamic, secure and connected member communities with all product features, design, hosting, future product upgrades and customer service included for one low fee.

David L. Sieg
Vice President, Strategic Marketing
YourMembership.com Inc.

Author: David L Sieg
Article Source: EzineArticles.com
Provided by: Creditcard Currency Conversion Fee

© 2010, Tiffany Odutoye (@virtualpartner). All rights reserved.

By speaking their language they were able to appear more intelligent (key word: appear) and win the business. Left-brainers everywhere rejoiced, as now these disciplines were under their control.

For too long marketing, business development, networking, direct mail, advertising, branding, PR (and more recently social media) were viewed by the left brain professionals as “the Black Arts”. They admitted that these were necessary, but since they were more creative and not always predictable, that they were some how less important to the success of a company than the more predictable departments on the org chart.

However, while this trend toward analyzing “return on investment” on everything makes people feel good — it has paralyzed many companies.

During a job interview years ago I told a CFO that sometimes to find success in marketing you have to try a variety of tactics. I used the old saying “throw some spaghetti against the wall and see what sticks!” The CFO responded that if a marketing campaign could not prove out results in advance, then his company would not do it. “No spaghetti could hit the floor!” The company hired a “ROI” oriented marketing manager (they did not hire me) and the company had minimal success in growing its image. The person they hired lasted 14 months on the job before the company changed direction, yet again.

While you do not want to waste dollars in promoting the image of your company, if you think there is a magic formula that will guarantee success, you will spend your life over thinking every opportunity and you will miss out on the allusive successes you seek. There is a difference between throwing money around and having an instinctive feeling on how to have an impact on your company’s positioning in the marketplace.

Instead of spending hours looking at the return on every investment on a spreadsheet, you should redefine the definition of ROI in regards to marketing.

ROI = Rely On Instincts.

Raising the visibility and brand of your company is not as easy as building a new website, joining Twitter, or sponsoring an industry conference. You need to fine tune your instincts or hire someone who knows the landscape of how all the “black arts” actually work together.

Take social media for an example: The term is getting a lot of attention in business circles, but it is not magic. Just like advertising, PR, networking, marketing, or branding alone will not make you rich…. social media is just another tool (although a trendy tool as this is being written). There are many “experts” advising companies on ROI in this medium, but I have seen few who can deliver the goods they present in a brochure. The real success here comes from hands on involvement of the company’s executives. You can’t outsource authenticity.

In a vacuum none of these marketing related disciplines will rocket your success toward the sky. But when strategically used together, they will have the long lasting power to help bring in new business.

If your instincts are rusty on these right-brain activities, then you need to do a little work and experimentation. You can learn to understand how to help promote the image of your firm by paying attention to the world around you. A good lawyer does not stop studying new laws and statutes that come into play and just rely on what they learned in school. They keep fine tuning their practice. (Note that it is called a “practice”, which means they never master it… but keep working on the whole process!). Likewise an accountant will not rely on tax law from 1989 to prepare their client’s return this year (at least you would hope not!).

Embrace the marketing world for the power it has to help your company, rather than try to cram it into a pre-structured spreadsheet. If the world worked that way then you would not be frustrated by lack of marketing success… and your competitors could buy the same structured program as you, and thus make you both a commodity, anyway!!! (Feeling like your product or service is becoming a commodity? Hmmmm, maybe there is a connection to the lack of creativity in your efforts!!!)

I expect this post will not be well accepted by those who want the world to be viewed in black and white… and by those who use fancy words and spreadsheets to win the business from left brain decision makers. But I am not attacking, as much as I am asking people to love the gray area for the possibilities for growth that are living there.

Thom Singer is a professional business speaker and the author of four books on the power of business relationships and networking. More information is available at http://www.thomsinger.com

Author: Thom Singer
Article Source: EzineArticles.com
Provided by: Mobile device news

© 2010, Tiffany Odutoye (@virtualpartner). All rights reserved.