Our Approach
Social Media is a Long-term Investment
Embarking on a social media marketing effort is investing in a long-term asset, not in a mere advertising campaign. The recognition, authority and relevance that you will develop over time are too valuable to price. Rather than marketing at prospective customers/clients, marketing via the social media involves the development of a community of individuals who trust you as a source of information and want to hear what you have to say. Using social media sites, you can build long-term relationships with your customers, people who follow you on Twitter, subscribe to your blog, become a fans of your Facebook Page, or subscribe to your YouTube channel.
Questions You Should Ask Yourself
When considering your entrance into the social mediasphere, ask yourself the following:
- With which groups/schools of thought/niches/genres do you identify?
- Who is your ideal audience (clients, peers, news media, competitors, students, possible collaborators or partners, potential employees or interns)?
- What questions can you help customers answer? What problems can you help them solve?
- What goals do you think your business can achieve with the help of online marketing?
- If any of the following goals were part of your answer to question #4, then rate them in the order of importance to you and your company:
• Improve search engine rankings;
• Increase brand and/or name recognition;
• Establish thought leadership/authority;
• Underscore your experience;
• Publicize your portfolio;
• Augment prominence in your “niche”;
• Monitor/manage your reputation.
The answers to these questions will help you determine where to begin and how to direct your social media campaign. Knowing your audience will help lead you to the most appropriate network. Identifying your goals and the philosophy behind your product will help you communicate more effectively with your audience.
Social Media Marketing: A New Paradigm
Social networking and bookmarking sites have evolved into a powerful mode of communication, often with much better results than traditional and print media. Blogs, YouTube and podcasts are the new newspapers, magazines, television and radio. A modern marketing budget should shift focus away from the old paradigms of advertising and focus instead on these new channels of permission-based marketing.
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