Social media is either the greatest marketing tool of all time, or a complete waste of time...or somewhere in between.
Don't get me wrong, I love Facebook. I enjoy keeping in touch with my friends, colleagues, and even those people I barely remember from high school and haven't seen in many, many years! Facebook allows me to let my friends know what is going on in my life and peer into their lives, in real time. I think it is a great communication tool, and it is fun.
As a marketing vehicle, a business can use social media -- blogs, Facebook, twitter, e-mail newsletters as a means to communicate information about their business, and alert customers about special offers and promotional programs. Social media allows a business to be more personal; to talk directly to their customers in a "friendly" way. And it allows customers the chance to talk to the business and share their thoughts, feelings and opinions. A business has to be careful to use social media for open and honest communication. The fastest way to get yourself deleted, un-friended, un-liked, un-subscribed from, etc. is to use social media to sell rather than to share. In this manner, social media is more of a public relations vehicle than a marketing or advertising one.
Social media is most likely here to stay in some form or another, and now in addition to television, radio, print, and outdoor advertising, a business has to run a social media campaign too. Social media is just another tool in a marketer/advertiser's communication strategy.
A recent study by the consulting firm Millward Brown, published in the Journal of Advertising Research, showed that advertising recognition and recall was not affected by DVR use. They believe this is due to the fact that while skipping through the commercials, the viewer has to pay close attention to the commercials in order to stop the DVR in time to see the program! Compare this to people who watch programming in real time and use the commercial break to get up to get a snack or use the bathroom. While watching a recorded program, you have to stay put and watch the speeded up commercials inorder not to miss the show.
The study found that if the viewer had seen the commercial before, they had no trouble remebering the fast forwarded version. So make sure your commercial runs initially in programming that is typically not recorded -- sports, news.
For more information: http://www.mb-blog.com/index.php/2009/09/07/dvrs-ignore-the-hype-focus-on-the-facts/
A few weeks ago I suggested that as people got busier, their social networking would become less and less. A few people disagreed. Now I'd like to propose that as the weather turns nicer, people's social media usage will become less and less (at least on the nice days). Don't think so, take a look at your personal facebook pages, I'm sure you'll see that on this gorgeous weekend, the status updates were way down!
I have a theory on the start of the demise of newspapers .... the loss of the paper boy (yes I know there can be paper girls, but back in the day they were pretty much all boys).
When my neighbor's son used to deliver the paper he'd come to my door to collect his money each week. I kept getting the paper if for no other reason than to help the kid(and my neighnbor) out. But when the anonymous delivery company took over and mailed me my bill, it was very easy to write cancel and send it back -- no hard feelings!