Here is an infographic on how to start building your social media marketing strategy.
Has social media replaced traditional marketing?
Since the dawn of social media marketing, blogging and the inbound marketing in general people have been asking one question “Is traditional marketing dead?” The answer to this is not simple nor is it black and white.
In general I would say yes traditional marketing in the sense that we used to know it is dead, TV ads, billboards and newspaper advertisements will quickly become a thing of the past simply because people don’t have to look at them anymore.
It seems that traditional marketing is being replaced by permissions based social media advertisements. Instead of marketers bombarding potential customers with ads they are now being forced to create content that consumers actually want to see.
We are even starting to see this in television, a perfect example is dish networks “The Hopper.” The Hopper is a device that records TV shows and plays them back without the commercials.
Once this becomes mainstreamed (and it will) it will mean that one of the biggest advertising outlets companies have will be essentially obsolete.
The Hopper is only a microcosm of a much larger trend that will eventually become very standard in the new inbound marketing world. Allow marketing is going through an enormous change right now, people in the industry shouldn’t be scared.
The death of the old marketing system, not necessarily traditional marketing.
The death of traditional marketing does not mean the death of all marketing in fact it means quite the opposite.
The old traditional marketing jobs will simply be replaced by new inbound (social media) positions, marketing and marketing jobs are not going away they are simply being changed by social media.
This death of traditional marketing is actually of enormous benefit to all customers. In the past customers were forced to sift through a barrage of constant information about products, 90% of which they did not care about.
In the old traditional system customers had an information overload and this caused good products that certain customers might actually want to get lost in the clutter of it all.
With the new inbound system, social media is allowing customers to tune out all of the irrelevant information about products they don’t want and choose to receive information about products that they might be interested in.
For example in an outbound marketing world, a customer who is looking for a specific ca (lets say a sedan) would be getting information from TV, newspapers and magazines about Trucks, Sports cars and Jeeps .
Now in an inbound marketing world the customer can tune out all of the other information systems and simply search for relevant information through social media.
The take a way
Traditional marketing isn’t necessarily dead but the marketing landscape has been altered dramatically. For the time being TV, Radio and Newspaper will continue to be important tools in a marketers arsenal but not as important as they used to be.
By John Pherson
Twitters myriad of uses
Twitter was created for the sole purpose of sharing status updates with friends, little did the founders of Twitter know that it would evolve into so much more. The social networking site has made enormous gains in usership and, more importantly, how it is used.
The flexibility of Twitters platform allows it to be used for a myriad of different ways, people can create accounts to “live tweet” events, share information about storms and even address customer concerns. These accounts dedicated to customer service are simply called “customer service handles” and they are growing in popularity among businesses and consumers.
A recent study by simply measured showed that 30% of the top 100 US brands have twitter handles dedicated to customer service. The same study found that professional Twitter handles dedicated to customer service received 198,000 and on average sent out 82,000 responses.
That means that if you are a consumer you have a 41% chance of getting a response if you tweet at a customer service Twitter handle. From a personal standpoint I feel that tweeting at a customer service handle is much easier than sending an email or calling but I don’t know how effective it would be at getting a problem solved.
Controlling social sentiment
Controlling social sentiment and brand image are the two best things any business can use a customer service handle for. By creating an account that users can complain to, a business redirects all of the negative sentiment that would be sent to its normal major brand account to the customer service handle.
Also, if a brand can incentivize disgruntled customers to complain to the customer service handle by responding to all of the tweets directed at that account, they can build up an image of a company that gives great customer service.
In a recent study by Maritz Research, 39.7% said that after a customer service handle responded to their tweet they felt “somewhat satisfied” and 34.7% felt, “very satisfied.”
Xbox has even started using their customer service handle to give real time technical support. Obviously Microsoft can’t solve larger more complicated issues regarding the gaming council, but in some occasions Xbox has solved some technical issues via tweeting.
The take away
Getting a customer service handle could be incredibly useful for some businesses. The most important thing about customer service handles are their ability to divert negative sentiment away from a business’s main Twitter account. I don’t think this type of customer service will ever replace traditional customer service methods but it is a useful, and some would say indispensable, tool for controlling the social sentiment of your brand.