There’s no doubt that social media has changed the way companies market their products and services. Unfortunately, since social media is ever-evolving, what may work one day may not work the next, and this has left many scrambling for ways to create an effective strategy in which to establish a dynamic Internet presence.
Forrester Research determined that during 2012, whilst 54 percent of people are still finding websites through search engines like Google or Bing, 32 percent are actually using their social networks to find sites. So, companies that fail to utilise networks like Facebook, LinkedIn, Twitter and Google Plus may be missing out on an enormous opportunity to reach new customers and build brand loyalty by engaging existing ones.
Does this mean that companies need to wage a full campaign on every social network out there? Certainly not. Pick one or two or even three networks to focus on, but keep in mind that not all networks are suitable for all industries. Know your target market and try to understand which networks that audience tends to follow. Once you’ve done this, then you can work on a strategy to create a dynamic presence based on which network or networks you will be utilising.
Which sites do you find are the most effective to use to connect to your customers? The Forrester study indicated that older people tend to rely on traditional media outlets like TV, newspaper and radio to find products and services, whereas younger people tend to rely more on the Internet and their mobile devices. Do you think it likely this trend will continue as the ‘younger’ generation ages? Let us know your thoughts. We’re very interested!