Isn't it frustrating to think you finally understand something in business, like marketing with soci...

1. Is Your Use of Social Media for Marketing
Working? | Marty Zwilling
Isn't it frustrating to think you finally understand something in business, like marketing with social
media, only to realize that the landscape changed while you were looking at other priorities? For
example, it used to be that marketing via social media meant banner ads on Facebook, buying
search engine results, and sponsoring http://www.whatsmyline.org/?p=11 blog entries, but these
http://www.kfggt.net/?p=25 don't suffice anymore.
In a recent book on social media by Jim Tobin, "Earn It. Don't Buy It," he asserts that "earned" social
engagement drives better business results than paid social exposure. Jim should know, since he is
the president Ignite Social Media, of one of the best known social media marketing agencies. Here
are a few bits of current wisdom from both of us along these lines:
Nobody clicks on Facebook ads anymore. Banner ads routinely average a .1% click through rate and
Facebook manages to be about half as good as that. That's 99.96% of people not clicking on those
ads. When the glass is only .04% full, you should start looking for a new container.
Where are the young social media users going? They are going to Instagram, Tumblr, Pinterest, and
Snapchat. In 2014 Tumblr overtook Instagram as fastest-growing social platform, and Snapchat is
the fastest-growing mobile app, driven largely by Millennials and teens.
You need influencers more than advocates. Brands need influencers working on their behalf because
they provide the third-party credibility and social proof that validates their products. 92% of people
trust "recommendations from people I know" and 70% trust "consumer opinions posted online."
Where did your friends go? While Pinterest and Tumbler saw activity increases approaching 100%,
Facebook was the only big network to experience a drop in active usage last year, even if only by
9%, according to GlobalWebIndex (GWI), a research firm that interviews 170,000 internet users in
32 markets.
Maybe they just don't care. As far back as 2013, Pew Internet American Life Project started
reporting that their focus groups found "waning enthusiasm for Facebook" among teens, that
Facebook has become a "social burden" for them, and that "users of sites other than Facebook
express greater enthusiasm for their choice."
New can turn old very quickly. Friendster was a fad, Second Life was a fad, MySpace was a fad, and
Facebook suddenly seems old school. Don't connect the latest platform, which may be transient, with
the larger phenomenon of digitally enabled social conversations. If you can figure out why people
care about your product, you'll have success regardless of the platform du jour.
Earning social media clout for http://www.stillpointproductions.org/?p=29 your business, rather than
buying it, seems to be all about engagement. Engagement occurs when customers and stakeholders
become participants by sharing ideas with you, or talking to their friends about you, rather than
merely viewing what you publish. Each participant becomes part of your marketing department, as
other customers read their output, and become part of the conversation. It's the principle underlying
"viral marketing."

2. So how do you facilitate engagement and conversation with your solution? According to an
explanation I first saw on Social Fresh, it's really a cycle consisting of three key phases:
User to product (engaged user base). This part isn't new. In order to build any following, you need a
solution that solves a real problem, not just technology that wows you, or great functionality with a
painful learning curve. How engaged people are will depend on how much value they see, and how
much they enjoy using the product.
User to brand (engaged audience). Once someone is engaged with your product, you'll want to get
them engaged with your brand. This happens today when you talk to people through social media
and responsive customer service. Get in the habit of having genuine conversations with your
engaged users to create an engaged audience.
User to user (engaged community). Now you have an engaged audience of people who feel an
emotional connect with your brand and product. Time to start connecting them with each other. You
can do so using conversation platforms like forums, Facebook groups or build something yourself.
So that's how you earn customers through social media, rather than buying them with banner ads.
But don't be misled, social media marketing to get customers and brand recognition through
engagement still costs money (and time and effort). There is no free lunch. But don't spend your
money on things that don't work anymore. That won't build any competitive advantage.