How to Add Social Media to Your Marketing Mix

The world of social networking can appear very daunting, especially to managers and business owners who have perhaps heard of Facebook and blogs but have never actually participated in them and don’t really know how they work – or more importantly, their value within the marketing mix.

So when Richard MacManus, founder of ReadWriteWeb, a blog that provides Web Technology news, reviews and analysis and has an RSS and email subscriber following of about 275,000, made his 2009 Web Predictions, it came as no surprise that much of them involved social networking. Some of his predictions included iTunes adding social networking features, Facebook signing up to OpenSocial, the introduction of applications that have plug-ins for Twitter and Facebook, and media outlets experimenting with different types of online advertising (with their own social networks perhaps?)

So you know you need to add social networking and social media to your marketing mix for 2009, but how do you get started? Facebook, LinkedIn, MySpace, Digg, Twitter, Ning – the list of sites is endless. But which ones are right for you? It all depends on which ones are right for your customer.

So many choices, so little time.

Just like any other marketing promotion, your social network program needs a strategy that includes measurement of your ROI. Many people are becoming more involved in social networking sites and blogs simply because they’ve heard of them, like Facebook and MySpace. Instead, you must think about what you want to accomplish here. Are you looking to connect with existing customers? Do you want to find qualified, quality leads? Are you hoping that your existing customers might open the social network door to new opportunities? Will you be interacting and engaging with your customers online or just posting ideas and thoughts? Do you hope to collect new ideas from your social network or will you be expected to be the think tank of the group? Once you’ve determined the reasons why you want to incorporate social networking into your marketing plans, the next step is to join a few.

Creating your profile.

Clicking into a site like Facebook or LinkedIn can be a bit intimidating at first. You have no “connections,” (people who view your profile or who you have found to connect with) your profile is bare, and you’re wondering why anyone would want to connect with you online. Take some time to go through the profile section of the site.

Remember, think about whom you want to connect and network with. Then tailor your profile so that the customers that you want will find you. Do you want to engage with groups who are looking for innovative technology? Will you be the leader of a group who offers tips and strategies for the latest in CRM technology? What makes you a Super VAR? By reading your profile, a customer or new lead will know immediately based on what you write.

Making the Connections.

Now is the time to start searching for people you know within the network. This will give you the opportunity to explore the site with people you know and trust. Allow yourself to feel comfortable with the way the social part of the network works. Remember, everyone was a newbie once, so make connections with those who can help you out at the beginning. LinkedIn is a site geared toward making business connections. Twitter allows you to follow someone or be followed. Facebook and MySpace offer community atmospheres. You’ll be amazed at how many people you will encounter that are interested in the same things that you are. Search for people of like mind and ideas.

Just like at a party or 4th of July picnic, you’ll start chatting with someone and who knows where the conversation will go. Social networking is simply an amazing marketing tool to foster current customer relationships and find new ones. Who are you linked to?

Characteristics of Modern Media Technology

Media has evolved a lot. Modern media depends on Technology to send information or gather them at a faster speed. The following are the characteristics:  

Speed: The information reaches at a faster speed.     

Reach: The information must have mass reach.  

Preventing Calamities: Modern media broadcasts 24 hours. So high technology is used to beat natural calamities.     

Constant Transmission: Technology is used for constant transmission.  

The following tools of technology is used to achieve the aforesaid targets:  


Use of Satellites: Satellite Technology is used to ensure constant transmission. A satellite hardly  gets affected by climatic conditions.     

Use of Video Conferencing: It is used to get live and personalized feedback without physical presence.  

Use of Television Conferencing: It is used to get audio inputs from far off places.  

Use of Internet: Internet is being relied upon for information.  

Use of high end Computer Technology: Computing and high speed processors are used for fast and able data processing.  

Use of Mobile Satellite Vans for News Coverage: Satellite vans are used for high mobility and anytime coverage.    

Use of high end Audio visual equipments: Use of high end audio visual equipments have emerged that leads to clear sound and picture. Tape recorders and high end video cameras are used by media persons to take interviews fast and transmit news ina proper and efficient manner.    

Thus these are the characteristics of Modern Media Technology that has made media more fast, accurate and improved and has made it an indispensable tool for protecting the  largest democracy of the world named India by making it more transparent and accountable to people. Hence these are the characteristics of modern media technology.  

Social Media Marketing – A Broad Reaching Social Technology

Social media marketing is really a rapidly growing technology that allows the ways and means for people to interact socially. Examples of social media marketing tools are Linkedln, Facebook, Twitter, Flickr and You Tube. Defined, it means using such online tools such as blogs, marketing, customer service, advertising, and public relations. There are some fundamental concepts to this marketing venue that comprise its basic online activities like creating a buzz which is a way to attract attention. Buzz is perhaps what makes online social networking work. It relies on news worthy events, blogs, videos, and even tweeting. It is a very powerful marketing tool.

Being an advertising method, social media marketing is a method that relies on various online social network services which can be email or instant messaging for example. Social networking websites are becoming huge communication sites where people gather to share information, news, and idle chat. Recently many of these services like MySpace, Twitter, and Linkedln have developed ways to combine conventional email and instant messaging into their services. Until fairly recently these type of social networking tools were thought to be used only by techies and nerds. Nowadays, more and more people want to know how to use these services for marketing their brands.

Historically speaking, online social media marketing has been around for several years. People have been connecting to blogs for the past couple of years and even before the World Wide Web was created, folks were connecting to Usenet News. Actually, the early dial-up bulletin board services users were exchanging primitive text messages and limited graphics. There are some interesting parallels between the early days of online social networking and today’s most popular tools and services. That’s good news for the aspiring online marketing entrepreneur. If you are looking to market something online, this venue has some powerful capabilities for your business.

If you want to use online social media marketing as a means to promote your business, there are several thinks to consider. The key to remember when using this tool to market your business is that you have to target people who have a common interest in your brand. If you develop online social friends that have your same interests your community will grow as more people run across your blogs and posts. It’s analogous to using word of mouth to get your brand popularized. Your social networking can bring new friends into the fold for your business marketing efforts.