Strategic Engagement: Harnessing the Power of Social Media

Social media continues to galvanise.   Within just one week, Susan Boyle’s recent performance on a UK talent show generated more than 16 million views on YouTube, numerous Facebook pages and groups, and was the top conversation topic on Twitter. The speed and reach of this exposure was never before possible prior to the Inter Anet and social media.

How is social media relevant to your business?  For businesses contemplating whether to explore this new realm follows is some further food for thought.

What is social media?

Social media emerged with the advent of ‘Web 2.0’ –  the internet’s ‘second generation’ which heralded a movement away from static web pages to interactivity and collaboration. The technology has given rise to social networks such as Facebook, YouTube, blogs (web logs) and micro blogs such as Twitter, with the central focus of each being user generated content.

Are your customers are online?

The path to social media has been carved by the uptake in Internet connections. In Australia in 2007/2008. more than two thirds (67%) of households had home internet access and three quarters access to a computer.  Significantly, household adoption of faster connection via broadband increased by 22% from the previous year to an estimated 4.3 million,  over half (52%) of all Australian households.

Neilsen research shows that two thirds of the world’s internet population visited a social network or blogging site and the sector now accounts for almost 10% of all internet time. Facebook leads the ways with more than 200 million active users, 100 million of of whom log on every day.  The fastest growing demographic is 35 years and older with 70% of users located outside the US.

Why important for businesses?

The uptake of Web 2.0 has transformed the marketing landscape.  Social media represents another way to communicate and engage with customers, to build better relationships, generate  referrals and word of mouth, increase and reinforce  brand awareness and ultimately sales.  Strategically,  its about building stronger more authentic relationships with existing customers and building relationships with new ones.

And its useful for all businesses. Not for profits can harness social media to engage with donors and for donors to connect with each other. Indeed, the many Facebook pages established after the recent Victorian bushfires, to raise awareness and dollars, represent just one such example of the power of this marketing medium.

 A Quick Start to Social Media

Participate!  Start by leveraging your website – increasing interactivity by establishing a blog and post to it regularly.  Promote its existence on your other marketing communication. You will not only be inviting comment and a conversation – but continued updates  keeps your website fresh which helps your search engine ranking.

Establish a business page on Facebook. Focus on creating value for your community – share information, articles, tips - it should be fun as well as informative. Your activities should align though with your overall brand positioning and strategy. Remember no hard sell – you are connecting like minded people who will ultimately advocate for your brand.

Social media is about engagement and sharing information. The consumer is in the driver’s seat. Its not about overtly selling your product but building relationships and connecting people with a common interest and passion. The interactivity facilitates a conversation.

The social media phenomena represents an opportunity which businesses shouldn’t ignore. So if you’re hovering .. go on - take the plunge. Its exciting and will be rewarding for your business.

Anne Sorensen is Director of Marketing Is Us, a specialist marketing agency dedicated to facilitating business growth by providing strategic marketing solutions. She holds a Bachelor of Business (Marketing), MBA and is a Certified Practising Marketer with the Australian Marketing Institute.  E: anne@marketingisus.com.au or website: http://www.marketingisus.com.au.

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