Most small companies instantly are turning to Facebook, LinkedIn and other established groups to boost business. According to Network Solutions, 31 percent of small firms use social media, up from 24 percent in 2009. However, that still suggests that the majority of small businesses aren’t tapping social media at all. Although a lack of time and resources plays a big role in that reluctance, there’s another reason as well: uncertainty over how to get started.
Lee Odden, the CEO of Top Rank Marketing explains that most businesses turn to Facebook without a real reason as to why they wish to have a page. Publicity is great, but without a reason, a purpose, it is simply isn’t helping business. As he notes, "There are other consequences from not knowing the "why." For example, you might have employees from two different departments engaging with people on, say, Twitter. If they lack a common understanding of the goal, they can actually confuse customers. Knowing the "why" will allow you to have a cohesive concept of how employees should behave online as they represent the brand. Keep in mind, however, that the strategy you use to accomplish those goals should be adaptive. There simply are too many variables at play and the dynamics of the social Web change so quickly. The reality is, after six months, your hypothesis may need to shift."
Wendy King, the president of Kazoos, notes that one must understand the kind of media that’s best suited to the target audience. For example, only 8 percent of the U.S. population is on Twitter. And the demographics prove that the users are people under the age of 45. As he says, "If you’re using Twitter as a marketing platform, then it makes sense if that’s your target market. But, if your market is baby boomers, Twitter isn’t the best choice."
From businesses to capaigns, New Media is perhaps the most vital component in terms of growth of any project. Opposing candidates like Pawlenty must ready themselves to challenge Obama, who has clearly figured out how to best reach Americans through New Media. Without excellent and efficient use of New Media, a candidate cannot hope be victorious.
The new media demographic is not as large as once thought. That being the case, it may not be the most productive idea to attempt to woo baby boomers via twitter. However, as the Dean campaign reading posited, new media is a way to build initial excitement that the old media can latch on to and make newsworthy, spreading a new media idea via the old media for full effect. Yes it is important for candidates to utilize new media, although they should not focus specifically on new media and disregard old media.
ReplyDeleteHow do you know the new media demographic isn't as large as once thought? Just curious, because I would have assumed the opposite, so I'm just wondering if you have any sources for that..
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