WV Executive

What there isn’t, however, is a great deal of understanding of just what the heck is going on with the mass media these days. These folks are a little old-school. They still rely on direct mail—the kind that comes through the post office—to bring in vital donor dollars.

Then again, who does know what the heck is going on out there? It’s hard to understand what in the world a Twitter is, let alone what to do with, well, whatever it is. And so it was that, while waiting for the 2 p.m. flight to Charlotte, a colleague asked me the million dollar question: what is all of this Facebook stuff good for?

It’s a great question, and I suppose he asked me because I have some experience with social media marketing, Web 2.0 and non-traditional media. I work as the development director for Union Mission in Charleston, and a large part of my job involves getting the word out about our mission and what we do for the homeless, helpless and hurting in our community. As part of spreading that message I have, for the past several months, begun incorporating social media elements into Union Mission’s marketing mix. Like the folks at AGRM, our donor base is aging, and we have to get our message out to galvanize a new generation of people who want to help us feed people in West Virginia.

Here was my answer: suppose during the middle of the 20th century, when radio was still the king marketing medium, you had the opportunity to gain a foothold in this new and uncharted realm called television. Suppose you had the chance to craft a message, saturate the airways with it and potentially reach an audience of millions. Now suppose it wouldn’t cost you a thing—at least not in direct dollars, anyway.

Here was my answer: suppose during the middle of the 20th century, when radio was still the king marketing medium, you had the opportunity to gain a foothold in this new and uncharted realm called television. Suppose you had the chance to craft a message, saturate the airways with it and potentially reach an audience of millions. Now suppose it wouldn’t cost you a thing—at least not in direct dollars, anyway.

Of course, it’s not that simple. Audiences are much more diverse now than they were when television first broke onto the scene. There are more niches. Heck, there are more people. So you can’t draw direct parallels between the two mediums.

But, rest assured, the Internet in general—and social media specifically—is poised to have the same impact on culture as television has.

Don’t believe me? Consider this:

• There's this mind-blowing video on YouTube called "Did You Know." One of the most compelling facts it presents is this: it took radio 38 years to reach a market penetration of 50 million people. It took television only 13 years. The Internet? Within four years it had reached 50 million users.
• What about Facebook? The popular social networking site is, in many ways, the gold standard of social media sites. It took just two years for it to reach 50 million registered users.
• In 2008, Internet usage rose by 18 percent. Facebook? It went up a whopping 588 percent.
• Since 2003, usage of social networking sites is up 87 percent. In facet, Nielsen says there are more people using social networking sites that are using e-mail.

Okay, so let’s assume, for argument’s sake, that you’re convinced. You recognize the need to get your company involved in social media. Where in the world do you begin?

First, let’s take a look at the big social networking sites out there, grouped in categories.

Social Networking: Facebook
Facebook is the biggie. The site describes itself as a “social utility that helps people communicate more efficiently with their friends, family and co-workers.” The company says it has a more than 200 million registered users out there, people who log onto the site to interact with each other by posting links, pictures, videos or random thoughts. What that means for business is simple: you have a captive audience all congregating in one place, sharing with the entire world what makes them tick. What’s more, they have the ability to interact with each other—and with your business. (Others: MySpace, Ning, Tagged, Haboo)

Micro-bloggin: Twitter
Ah, Twitter. No doubt you’ve heard about this by now. Everyone, it seems, is jumping on the bandwagon. For starters, Twitter is a micro-blog, a social networking Web site where users can “update” their “followers” using short, 140-character long messages that answer the question “what are you doing right now?” Why would anyone want to know what anyone else is doing right now? Suffice it to say that millions of people apparently do care. That’s why Twitter is the fastest growing social media site in the world. Getting actual usage data from Twitter is a bit like pulling teeth, but estimates put the number at a little more than 8 million registered users and around a 30 percent growth rate each month. Like Facebook, that means businesses have a captive audience gathered in one place sharing what things are important to them. It’s a marketer’s dream. (Others: Pownce, Jaiku)

Video: YouTube
Be honest: how many of you have secretly logged onto YouTube while at work, saw something absolutely hilarious and promptly called a co-worker into your office to show them a video of a kid falling asleep in his Corn Pops? Of course, YouTube is much more than a place for time-killing videos. It’s a powerful media delivery engine, one that affords your business the opportunity to share your corporate message in video form—all without having to pay for air time. Now, you can’t guarantee the impressions you get from, say, airing a 30-second spot on primetime television, but you can create associations with your brand, thereby building your media portfolio to include what has become one of the top 10 most visited sites on the Web. (Others: Vimeo, Viddler, Tangle)

Business Networking: LinkedIn
Think of LinkedIn as Facebook for business professionals. Another way of looking at it? It’s an online resume, complete with career stops, recommendations and, of course, your list of colleagues. After all, it’s not what you know… (Others: Ryze, Yammer)

Now that you've got an idea on where to start, here are some important tips to consider.

• Everyone is an expert on social media (which is another way of saying no one is.) The fact is that this is a new industry whose rules are evolving as quickly as the medium itself. Beware of anyone who says they know what they are talking about with 100 percent certainty. People who say they've got this industry figured out are probably selling something.
• Transparency is key. Honesty? What a novel concept, right? But now, more than ever, honesty is paramount. Given how social the Internet has become, it’s far too easy to point out inconsistencies in your corporate message, and the viral nature of the Web ensures that not only will you get slammed, but that you’ll get slammed repeatedly. The social Web is relentless. Speaking of that…
• Your social media audience is savvy—maybe even a little jaded. Don’t trouble them with your carefully tailored, expertly polished corporate message. They’ll see right through it. Instead, be a respectful—and open—member of the online community. Not every piece of information that comes out of your office has to be a message. Find a funny video that has nothing to do with your brand? Post it on your blog. Found an interesting story about coffee growers in Africa? Share the link to it on Twitter. It humanizes you, which the social Web respects—and responds to.
• Give up total control. Right now, maybe in a barbershop somewhere, someone is talking about your product, service or brand. You cannot monitor it. You cannot control it. You cannot spin it. The same goes for conversations on the social Web. You want to monitor your company’s online reputation, yes, but you must understand that you can’t chase down everything that’s said. What you can do is engage a particular conversation when it’s appropriate to do so, making sure that what you’ve shared is relevant, timely and respectful.

Social media is only a part of the package; rely on it solely at your own peril. At Union Mission, we’re not about to drop direct mail in communicating with our donors. We’d be out of business in a month if we did.

Instead, traditional approaches (yes, even in this day and age) are key. You need a good marketing mix of all mediums in getting your message out there.

Sure, social media is out-pacing traditional media, but beware: your entire audience is not congregating there exclusively. Well, unless you are a social media company…and in that case, you probably don’t need to read this story.