Press Room

Social Media Can Be a Powerful Strategy to Build Relationships…If Used Correctly

Three key considerations before entering the social media space

(Winter Park, Florida) May 19, 2009 - Not so long ago, a “tweet” was something heard from a bird and the “little black book” was more important than Facebook. But now, thousands of people enter the social media space each day trying to decipher the new applications and determine what’s right for them.

“While there’s a lot of buzz about social media, there is even more confusion,” said Sharon Swendner, president of .Com Marketing. “If you’re using social media tools like Facebook and Twitter for personal reasons (reconnecting with old friends, sharing photos, maintaining an online presence, etc.), then it’s likely to loose its luster over time as your priorities shift. However, for those seeking to market themselves and their companies, social media can be a powerful strategy – if used correctly.”

There are many people pouring tremendous amounts of time, energy and resources into maintaining a continual online presence, with no clear strategy or expected outcome, said Swendner. If you are going to invest resources in any type of promotional effort, you must first start with the marketing basics.

If you can clearly articulate the goals, understand your target audience and have something of value to add to the collective conversation, then social networking may just work for you, she added.

Hillary Bressler, founder and CEO of .Com Marketing, said, “Clients in various industries – from travel and entertainment to high-tech and health care – ask us each day whether they should be playing in the social media spaces. Our answer is always the same… It depends.”

There are three important considerations each person should make before launching a social media campaign:

1. Tactical – Social media is nothing more than a marketing tactic. It is one more communications vehicle in an arsenal of ways to communicate with target audiences. Just because thousands of people will be exposed to your messages doesn’t mean the right ones are tuned in.
2. Integration – Like any other tactic (SEO, paid search, email marketing, etc.), social media must integrate with and support the overall online and offline marketing plan. The key here is online engagement. Does social media help engage customers and/or thought leaders in a way that moves them into action?
3. Cost – While online applications may seem free, the hidden, recurring and opportunity costs must be considered. Who will set up the application? Who is responsible for ensuring that messages are continually refreshed? How will success be measured? What activities or other job responsibilities are being sacrificed?

Swendner said, “Too many people – and companies – are star struck by social media. When our clients are confused, we always tell them to refer back to their overarching plan. The bottom line is simple… Don't focus on the technology, focus on the relationship. If social media can help you engage with your prospects and customers in a meaningful way, then it can be a valuable addition to your communications strategy.”

About .Com Marketing: .Com Marketing is an award-winning Internet marketing agency specializing in online strategies like search engine optimization, email marketing, social media and Web design. Founded in 1997, the Orlando-based firm provides strategic, customized and integrated solutions that help companies and organizations achieve their marketing and financial goals in a highly targeted, cost-effective manner. To learn more about .Com Marketing, visit Com Marketing.

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