Below is a great read on Twitter and a pretty solid example of what we’re finding with many of our middle market and even publicly-traded clients.
Personally, I am not crazy about the term “social” media. The reason is because the term “social” often gets confused with just re-connecting with old high school pals or random updates on Facebook. Of course online media has a stong “push/pull” community/social aspect to it (and it should), but, if you really look at these new communication platforms, they are intended to help people do the exact same thing we have done since the beginning of time–share information. Any information. And, in any manner you choose. And, yes, social is a huge part.
All in all, social media has an endless amount of opportunities and a limitless amount of value. And at the end of the day, only the shared community users will judge a campaigns success–either they’ll engage and participate, or they’ll reject it and go elsewhere. Online communication isn’t about who’s right, who’s wrong, it’s about what works and what doesn’t for a given business, entitity, community or individual.
Today, these new technologies just make it easier, faster, and much, much more engaging. And while their first uses were for just for traditional social purposes (and they remain), forward thinking companies (such as Dell) have capitalized on these new mediums to help engage and communicate with customers, and, improve their bottome line. How can anyone question this “push” type of communication if a.) customers are engaged and participating, and b.) the company figured out how to make money from it? Should all campaigns be push? No, all campaigns should be whatever works.
Here is another good example of a “bottom line” driven use of Twitter….
The U.S. Securities and Exchange not too long ago started sharing news, legal updates, reporting changes and communicating policy here. Chairmain Cox says, “The faster and more effectively information can be analyzed, the better for investors.
When considering online strategies, no matter what venues you decide to pursue, just remember that “social media” doesn’t necessarily have to be “social.” It just has to be relevant to the manner in which you have chosen to use it. What I mean is, pick a rationale first (such as letting people know how your business is doing, new product offerings, earnings updates, sales offers, whatever) and then just makes sure that its content reflects that premise. Those interested will follow, those that aren’t won’t. Utilizling multiple platforms and numerous topics, you truly can deliver customized information and something for everyone.