New media has a unique ability to serve an arrangement of functions based on what is being represented.
New media most commonly refers to content available on-demand through the Internet, accessible on any digital device, usually containing interactive user feedback and creative participation. Common examples of new media include websites such as online newspapers, blogs, or wikis, video games, and social media.
Twitter and Facebook are effective tools for brands to enforce and broaden their identities as well as enhance customer relationships. Due to the already-existent acquaintance with such products with top brands, their incentive is primarily to expand trust around the association everyone already has with them.
How does new media work for the brands, businesses and non-profits with whom everyone doesn’t already have a seemingly-innate association?
For the little guys, social media seems to mainly increase familiarity (measured by no. of followers or influence) with who they are and what they do. It’s sort of as if they’re the infant versions of their “elder” name brand counterparts. Rather than enforcing their brand’s identity, they’re creating their brand’s identity. Rather than enhancing customer relationships, they’re developing customer relationships. These are imperative tasks for any organization and social media is definitely a means of proactively assuming that responsibility.
New media helps smaller organizations reach an audience that may not have otherwise thought to seek them out.
Even if a follower doesn’t directly use a certain product or service, scanning it every day on Twitter or Facebook simply reminds the consumer that it exists. This could eventually prove valuable if or when that individual or someone he/she knows happens to be looking for such an offer. Smaller brands can also definitely make similar promotions to those that the bigger guys run, but the intent still somewhat varies.
How does your company use social media to increase familiarity with your community?
Do you jump on trending topics?
In 2009, the world as a whole fell in love with social media. Specifically, Corporate’s down to small businesses embraced Twitter, Facebook and LinkedIn and those who were not previously using it started taking MS seriously as a business tool.
Clients ask me what I believe to be the top strategies they can take in to place on top of their social media strategic plan. Below are 5 to stay put on top:
1. Do You Know What Your Metrics Are?
If you cannot see it, you cannot measure it.
The number one item on a social media strategic plan should be to know the numbers. Have an analytical program installed on your company website so you will know where the traffic is coming from, what they are looking at, and how long they are staying on a page and the site. When you are beginning a new project, the team must agree on what the metrics should move up to and how to make that happen. Such as wanting to raise online sales. You can determine where to spend the most advertising dollars by knowing where most site visitors are coming from.
2. Make Your Strategic Plan A Living And Breathing Documents
You must ensure that all of your policies, procedures and tactics change as your company grows. If you have two people at the beginning of the year and 20 at the end, somewhere in between those policies for 2 will not work with 20. Make sure your plans and policies encourage cohesiveness and proper work habits.
3. Rule The Roost, But Trust The Troops
As you and your strategic plan grow and develop, more and more rules and guidelines will be added. make sure you are not adding too much that it takes away from the trust factor you also need to have in place. Lead from the front and by example as we used to say in the Army.
4. Allow Employee Creativity And Personality
Social media is such a major player in marketing that it is tough at times to get over that most of it is free. Throwing more money at it may work in traditional advertising and marketing, but not so with social media. It does not take much to develop a relationship with potential and current clients, but it does take creativity and personality. They are also key ingredients in determining what are the best strategies and tactics. Having and using a creative personality will ensure success. Anything else will result in your company going against the grain.
5. Listen Up!
Put your customer front and center in your social media messaging. it is all about them not you. Know what they are saying and what they want. After forming a relationship through connection, then you can talk about your company.
If you are out to attract prospective customers and develop your online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about social media.
Do you want to learn more about Social Media?