So what’s all the buzz over social media? Speak to anyone in marketing these days and chances are that you’ve heard the term “social media.” But what exactly is it? Wikipedia defines social media as “primarily Internet- and mobile-based tools for sharing and discussing information among human beings.” The tools range from social networking sites like Facebook and LinkedIn, social bookmarking sites like Digg and StumbleUpon to targeted blogs, communities and user forums. What makes these tools different is that the actual content created on them is often user-generated content (UGC) or consumer-generated media (CGM).

Social Media Observances
In speaking with several clients from different industries, we’re seeing more and more companies interested in harnessing the power of social media – specifically Facebook, LinkedIn and Twitter.  Social media is rapidly becoming the new marketing communications tool for companies to reach and build relationships with candidates, job seekers and clients alike. It’s a way to differentiate themselves and stand out in today’s saturated online marketplace where everyone has a Web site.

Companies have successfully leveraged social media to increase their brand awareness, and ultimately sales, by generating interest and gaining constant attention to their brand. One such way a company capitalized upon this fast and growing free marketing tool was to promote its first annual tradeshow via Facebook. The results: tripled the expected attendance! Upon analyzing clients’ Web analytics, I’ve also seen social media sites generate referring traffic for a company’s Web site.

Facebook: The Most Popular Social Networking Tool
Many of our clients get their first taste of social media by creating a profile page on the popular social networking site Facebook. It is rapidly becoming the most popular social networking site, with 600,000 new users being added each day. With minimal associated costs, Facebook serves as a great stepping stone that allows each client to express their brand in an edgier, more targeted approach. It enables companies to speak directly to job seekers and candidates, as well as provide their targeted audience the opportunity to provide feedback or input on a specific topic/item. Facebook also allows the opportunity for our clients to expand and build upon their page as the page gains more traction or as more tools/resources become available – in essence creating a microsite.

Get On Board
So what are you waiting for? Jump into the social media world with a Facebook profile page for your company and start forging those online relationships. But before jumping in, make sure that you understand your target audience’s needs and interests so you can feature the right information that resonates with them. Already launched a Facebook profile page for your company? Share your story with us.

Elizabeth Smith
Director of Social Media Marketing
ClearEdge Marketing

This entry was posted on Monday, January 26th, 2009 at 3:52 pm and is filed under Social Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.