Seo & Digital Marketing: Social Media Intangibles

Social Media is certainly one of the most often used

, yet least understood terms in the marketing space. In terms of purely defining the term, Social Media can be defined as communications among people in the digital space. These communications typically involve the exchange of ideas, experiences, information and insight, along with various media such as images and videos. Many Internet Marketing experts are spending large portions of their days trying to figure out ways to leverage these social networks for the purposes of increasing awareness and, ultimately, sales for their clients. The problem many are running into is the fact that, unlike with Search Engine Optimization, these efforts are not easily measurable in terms of time invested vs. return received. However, measurability should not be a factor which causes any marketers to pause or stop their Social Media efforts.

When companies take part in Social Media campaigns, such as opening a Twitter account or Facebook page, they are typically doing so with the goal of increasing sales in mind. While there is certainly nothing wrong with this desired end result, it should never be the singular goal of these campaigns. Social Media not only allows people to share information in new and exciting ways, it allows companies to communicate with their publics in the same fashion. Never before has it been possible for a large organization to immediately send targeted communications to their core audience in absolute real-time. Email came close to this level of immediacy, but seems almost archaic in comparison to Social Media.

Imagine an unhappy consumer Tweeting their displeasure over an unpleasant brand experience. They are displeased with the service the company provides, and are rightfully sharing that displeasure with their Social Network. As the managers of a responsible Social Media and Online Marketing campaign should, the company in question quickly becomes aware of this displeasure, and responds directly to the consumer. Within a few communications the customer has their issues suitably addressed, and goes on to one again sing the praises of the company AND the way they handled the situation. The company would do the same if the individual had contacted them directly, so why not reach out to the consumer in the Social space?

This immediate and direct addressing of the needs and concerns of that customer is in no way a measurable act. There was no sale made, nor leads generated. However, the value here is perhaps even greater than a sale. What is happening here is the creation of a true relationship, but even more so, the solidifying of a partnership. Most consumers tend to stick with brands for years on end until some sort of significant event or action occurs that causes them to switch. In the example outline above, the negative experience by the customer may have eventually devolved further into total brand abandonment. By taking advantage of Social Media the company has not only avoided this loss, but made the consumer/brand partnership even stronger. This consumer is now more likely than ever to become a product evangelist, spreading the word on how the company righted his situation and reached out to them directly.

Avoiding Social Media due to concerns over lack of measurability is not only foolhardy, it is completely against the whole point of the initiative. When implemented properly, a Social Media campaign will provide results that are beyond measure.

by: Domenic Carlson

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