Social Media Top Priority for Marketers

Social Media isn't going anywhere

Social Media isn't going anywhere.

A study released today on the eMarketer Digital Intelligence website said what most of us helping small businesses grow already know:  social media really isn’t going anywhere anytime soon.

The article is based on the “2010 Digital Marketing Outlook” research report and points out that 81% of the brand executives surveyed expect to increase their digital projects in 2010. 

What is also clear is that companies are beginning to ask hard questions and expect results that matter.  Metrics will only grow in significance as marketers and companies look for ways to wrap their heads and wallets around results that either reduce expenses or improve revenue.  After all, that’s we do in business, right?

Metrics Matter Survey Says
Metrics Matter Survey Says

I’m not convinced these are the right metrics. Afterall, these are easily obtained leading indicator metrics that can overlay on top of social media campaigns and give some indication of traction. But.  What about real engagement? Where are those metrics? You’ve heard us say before that social media is social. The level of engagement and community involvement is important to your business, too, and should be tracked as part of the leading indicator package.  Then, all of this should be overlayed on the metrics that matter: did our social media effort reduce expenses or improve revenue? 

Professional Mojo is glad to see a trend in that direction. Oh, we’re also happy that businesses are beginning to see the power and benefit in social media. Let us know if we can help you get started.
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Online Marketing Predictions for 2010

I promised and here they are…our Mojo Predictions for 2010. What are yours?

Social Media Predictions
Mojo’s Predictions

#7:  Social media gets sane.  In the 3rd and 4th quarters of 2009 every company, both for profit and nonprofit, was jumping on the bandwagon – many without plans nor concrete objectives. They did not integrate their social media efforts into their overall marketing nor did they track results. They threw it at the wall and hoped it stuck.  That will change in 2010. Like other new marketing channels, best practices will emerge and companies (like Mojo) who have been advocating methodical, integrated, approaches will rise to the top.

#6: Marketing and search will get local once again.  Back in the day, marketing was about building communities of customers and prospects, suppliers and vendors, locally.  Social media is particularly well-suited for that, and yet, companies have been looking at it as a way to reach everyone all the time. That will change in 2010 as they realize, as we do, that it’s best to reach who you want when it’s convenient for them with the right message.

#5. Churches and nonprofits will need to have a much higher level of engagement and become community hotspots, serving up a variety of needed resources.  It’s not enough to serve a small segment of your prospect population. Embrace diversity, be transparent about your projects and finances and then offer community resources on a wider scale (community workshops, debates, classes, and more).

#4.  Your marketing will get filtered out at alarming rates as prospects figure out how to harness technology to see and read only what they want to.  You will have to provide true relationship-building and value-oriented content, served up when and where they want it, to get through the noise.  Added benefit: Google’s new Caffeine search system will reward fresh, updated content and social media begins to trump traditional SEO.

#3.  Your online brand is more important than ever. I’m talking about you as a person, a volunteer, a pastor, a nonprofit director, an employee, an executive, a professional service provider.  In fact, more than 80% of professional recruiters plan to use social media platforms to screen job applicants, and source “passive” candidates – people who would consider a better offer from a different company.  You are what the Internet says you are.

#2.  Networks will consolidate and your choice of platforms will diminish, making your initial strategies and choice of social media tool more important than ever.

#1.  B2B companies will begin to get it. Other industries, such as faith-based organizations, will also act quickly so they are not left behind.

A lot of what we have been talking about over the last 7 months is coming true, and that’s good. You should be taking action now. Any residual fears of social media marketing and social media search optimization need to be laid to rest for good.  There are just too many opportunities to miss.

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