Social Media is here to stay!
Something interesting happened recently, that helped to mold my opinion of social media. I was approached at the Search Engine Strategies conference by someone who recognized me by my Twitter avatar. I have only occasionally tweeted, and questioned the relevance of this channel. Now I have to reevaluate my skepticism.
As a recruiter, I have been following the growth of emerging online channels with interest. Just a year or so ago, it seemed like we were receiving more search assignments for online marketers with a bullet point for “social marketing” skills added on for good measure. It seemed to me that someone in management had read an article about this, and thought it wouldn’t hurt to include it in a position description.
What a difference a year makes.
As companies have experimented with different social media channels to determine the relevance for their company, some very interesting trends have emerged:
Until recently, I thought of YouTube as a vehicle for teenage musicians and silly animal stunts. Did you know that YouTube is a serious channel for instructional videos? While chatting with a well regarded industry college from SAP, a global leader in business management software, I learned that YouTube is being widely utilized as a vehicle for learning and instruction, and a serious vehicle for lead generation.
I have been preparing for an upcoming presentation for the Direct Marketing Fundraising Association, and talking to colleagues about the relevance of social media in their mix. I have learned that although direct mail is still the workhorse of fundraising (especially with an older demographic), the use of text donations for emergency relief has emerged as a very relevant and profitable channel.
I am intrigued by a new platform called FourSquare, a “location based” mobile service that mixes social, locative and gaming elements to encourage people explore the cities in which they live. Participants “check in” from the places they visit throughout the day, to stay connected with others. For example, one might find while checking in from LaGuardia Airport that a connection of yours is there, also. If you check in frequently from the same coffee shop, you achieve the status of “Mayor”, and as a reward for your patronage the establishment may treat you to a complimentary drink or snack. FourSquare is being recognized by users as a way to stay connected, and by retailers as a terrific loyalty tool.
I believe that we are on the cusp of the mobile age. ..that it is now where the internet was in the 1990’s, and that it will explode in popularity over the next year.
After all the hype, social media has finally emerged as a viable direct marketing channel.
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