How Should Social Media Impact Your Online Marketing Strategies?

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How Should Social Media Impact Your Online Marketing Strategies?

Because of what has been called connection hunger, more than half of the population of the United States is on Facebook: 152.9 million in February 2012. Many older Americans tell their friends that they joined Facebook so that they can see what their adult children. are up to. Since their children and grandchildren rarely call them, they join Facebook to stay in touch.

For younger generations, the immediacy of connection offered by Facebook and Twitter has become essential. The social network, a term invented by Mark Zuckerberg when he founded Facebook, was initially expected to be just another passing phase, but it has become a basis in the seemingly bottomless need for instant information of this 21st century. Launched in 2004, Facebook’s active users have grown from an initial million to over 750 million in 2011.

Pairing these data with the fact that one out of three purchases are bought online, it should be clear that the current marketing strategies have to change to comply. But how?

Largely in the experimental stages of new advertising methods, a few large companies such as Starbucks, Walmart and Palms, a high-end casino in Las Vegas, have made what they consider decent roads in the new culture of users of social networks. Taking advantage of those users who are “influencers” in their network, companies asked these individuals to post their product and “like” in exchange for coupons that can be exchanged for money or for product. These influencers are considered as such by their followers because of the power of their personality, opinions and or expertise.

Those of us with a product that we know is excellent can easily experiment with some of these same methods. For example, we can locate loyal customers who use Twitter and then offer discounts for every ten tweets about our product to their followers. Similar methods can be proposed to those who like us on Facebook; really these are just variations on the testimonials that network marketers have been using for years.

The emergence of social media has not changed the fundamental axiom of marketing: “WIIFM” or what’s in it for me? However, the principle is magnified through 153 million active users of social media with friends numbered between one and three hundred. If they like us and our products, be sure they will talk about it.

The tried and true essentials of marketing remain: a reliable, consistently high quality product with excellent customer service. These are even more essential now than in previous years due to the number of sites to receive buying advice. Where just five years ago, Consumer Reports was the only source of honest feedback on a fairly limited range of products, curious contemporary potential buyers can now check customer satisfaction with almost any product online at sites like Google, Yelp and Trusted Opinion.

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