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How are you using social media?
Who is using social media as a signficant part of their marketing efforts? What social media types are you using (Twitter, Facebook, etc)?
Has anyone found it difficult to persuade some of the old school attitudes that social media is valuable?
Has anyone found it difficult to persuade some of the old school attitudes that social media is valuable?
Replies to This Discussion
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Permalink Reply by Keith Gregory on -
We're using Twitter and Facebook over at AviationWeek.com
By old school attitudes- do you mean ours or our subscribers/site visitors?
And call me old school, but how is social media valuable?
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Permalink Reply by Melissa Gillim on -
Social media is valuable because it's a traffic driver, a community builder, and a (free) marketing platform. Time Inc. said at this weeks Audience Development Show that Facebook was in its top 10 traffic driving sites.
Facebook is the number 4 trafficked site in the world. It lets you build a community around your brand or product... for free. Can you think of another marketing platform that exposes your brand to that large an audience for no cost?
Twitter also gives you the ability to communicate directly with your audience. Twitter is a powerful tool, in not only increasing your brand, but for sales too! Look at the results from Dell this past February when they offered their 12,000 Twitter followers an exclusive discount for one of their laptops. $1,000,000 in sales!
So when I asked if anyone has found it difficult to persuade "old school" attitudes that social media is valuable, I was referring to internal employees with old school attitudes like yours.
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Permalink Reply by Keith Gregory on
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Here is where I am coming from with regards to social media. I am coming at this from b2b perspective. Our site, AviationWeek.com serves senior executives within the aerospace and defense industry. Average age, 55. Highly secure networks, and computers that are locked down. Someone at DoD is not on facebook or twitter.
More broadly, I wonder why any b2b publisher would want to help a site like Facebook fill up with content.
And when we talk about driving audience- I try to emphasize to my audience team - I don't want any traffic (enthusiasts), I want very specific types of people.
And I think b2b publishers can get caught up in 'social media'. If your target audience isn't there, why invest the effort?
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Permalink Reply by Melissa Gillim on
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I see where you are coming from. However, just because your target audience isn't using Facebook, doesn't mean there isn't a social medium that doesn't reach your audience. For example, http://www.exectweets.com/ is a site dedicated to connecting senior level executives on Twitter. Perhaps more of your audience is on there. Also, Linked In is a good example of a way to connect with higher level business executives in a social media platform. Joining (or creating!)a Linked In group dedicated to your industry would be a great way to get your brand in front of your audience.
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Permalink Reply by Keith Gregory on
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No - I agree- about linkedin - for awhile I did not find a lot of A&D execs there, but that has changed.
Here is the concern I have- and to some degree the cat is out of the bag - why should we as publishers help sites like linkedin by encouraging our subscribers to become their users? In a way, we're starting to create our own competition- and its hard enough as is.
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Permalink Reply by Terri Wise on -
I've been learning a great deal about Social Media and how it can be a powerful marketing tool...or, at the very least, drive more traffic to your website.
I've been using LinkedIn for a few months now and am just getting started with Twitter, Plaxo and Facebook. I have also been testing a blog (blogger.com) as well.
I've found it somewhat difficult presenting social media as a valuable tool. But I think it has more to do with the mind-set that these sites are for teenagers. Especially when you mention Facebook, MySpace, etc.
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Permalink Reply by Kevin Convertito on -
Facebook (#1) and Myspace (#2) are our biggest traffic generators social-wise for Thrasher and Juxtapoz, tho Twitter is catching up—Twitter broke top 10 referral sites just this month....
Also been devoting time to our YouTube page now that revenue-sharing is finally enabled ;)
Management has been super-supportive, and even one of our initially most-vocal twitter haters 6 months ago now averages over 12 tweets a day from their personal account (total overkill IMHO). In comparison the Twitter.com/ThrasherMag account averages just over a tweet a day, and we try to keep it helpful and informative, not just posting links to our content...
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Permalink Reply by Kevin Convertito on
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You get approved as a content provider by YouTube first, then you start to get a ($mall) $hare of the CPMs YT is getting on your vids...so far it isn't buying any houses, but the dollars are finally starting to roll in...I think it's best to look at YouTube as an extension of your brand beyond your own niche rather than a real source of revenue at this point...BTW, six months after my last post FaceBook is still killing it for us traffic-wise, with Twitter and MySpace lagging behing but still steadily growing. FYI, We added an average of 1000 twitter followers a month in 2009, while FaceBook friends increased at a rate of 3300/month...
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Permalink Reply by Melissa C Gillespie on -
At Ocean Home magazine, we have found social media to be huge in terms of creating buzz when our new emags come out. (OH is print and online). At Northshore Magazine (a regional glossy), we are focusing more on multimedia components and/or merging print with online content to drive readers from the print mag to online contests, videos, etc. Here is an example...
http://nshoremag.com/fashion-rocks/
For the current Feb/Mar issue of Northshore mag, local musician/celeb G.Love and his girlfriend were models for the Fashion Rocks section. While shooting the spread, he broke into song and we turned the fashion shoot into a music video, which is running online at the website. We're tweeting it and spreading it via e-mail + FaceBook. As a result, we're getting new subscribers and exposure.
In summary, yes, I believe social media is an important element of an overall campaign.
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