Social media marketing (SMM) is the new it thing… it’s been here for a while but has recently taken over the internet. You have the big four; Twitter, Facebook, YouTube and MySpace. Then there is a plethora of blogs, forums, bookmarking sites and other social sites that may or may not require registration. The idea behind SMM is to engage “fans” and not necessarily “buyers”. Fans will help you create a buzz and find customers but they in themselves may not be your customers… I like to think of them as sales reps or “affiliates”.
Some of the more common techniques to SMM are combing the network for conversations related to your product/service and then jumping on the conversation to contribute your point of view. Doing so may earn you some credibility which would be required before making a sale. The key difference between SMM and SEM is that with SMM you are the one making that first point of contact and with SEM the buyer is making the first point of contact.
Think of Search Engine Marketing (SEM) as opening your door for the public to walk in and SMM is more like direct marketing where the target may or may not want to be approached. That being said, SEM is a delicate process and should not be too self-serving.
It’s a highly effective approach to developing your company brand and putting the name out there. Your goal should be to build company awareness, brand recognition, and customer loyalty. Social media is often used to maintain a rapport with your clients, at times even offer technical support or engaging content.
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