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Social Media
Definitions vary, but most would agree that social media is any Web-based platform that allows visitors to influence the content. This includes blogs and forums where visitors can leave comments, sites that are driven by user-generated content such as Digg.com and YouTube, and social networking sites such as Facebook and LinkedIn.
In general, the communication on these sites is active, open, and fast-paced. It’s also often anonymous, and that gives users some vocal courage that can be surprising compared to what we’re used to in a typical business setting. It’s a form of conversation, but not the same form that many people are used to, either face-to-face or even in email.
With any sweeping Web-based innovation, there’s bound to be some wild conjecture, but social media will undoubtedly be an essential part of the marketing strategy for most companies, both B2B and B2C. It offers so many opportunities to engage all of the potential customers who simply haven’t found their way to your corporate site yet.
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TrendWatch on Social Media
Connecting with SMB Leaders
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In May 2007 Quarry fielded a study on media habits with 500 small business leaders. This group expressed an orientation to digital media that should give pause to any marketer trying to reach the SMB market through the same media mix they used last year.
- 1 in 5 Web users visit blogs weekly or more.1
- 2 in 3 visit “wikis.” Of these users, 1 in 4 visit them once or more each week.1
- 3 in 4 use search engines every day.1
- 12% have considered launching a blog.2
- For 62% of respondents, the largest concern about maintaining a blog is sustaining meaningful content.2
- The top reasons for considering blogging are to increase search engine rankings and to display thought leadership.2
- IT decision makers spend an average of 3.5 hours a week participating in social media, and most believe that social media has made their lives more efficient.3
References
1 Copyright: Quarry Integrated Communications Inc. May 2007
2 n = 513 U.S. small businesses, May 2007
3 CDW survey of 316 BizTech readers, October 2006 B2B Magazine
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Social Media Tips
Nine “don’ts” to avoid becoming road kill on the Web 2.0 highway
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- Don’t put anything out there unless you have the resources to sustain it.
- If you are going to blog, don’t be a control freak. Be prepared to take criticism.
- Don’t limit your voice to your own Web sites. Join in the conversation, wherever it occurs.
- Don’t try to publish the final word on a topic. Consider your material the launching point for a great conversation.
- Don’t stifle individual voices in favor of corporate jargon. Communities value character.
- Don’t force subjects on unwilling writers. Instead, find those who are passionate about a topic.
- Don’t be overly self-serving or promotional. Strive for content that benefits all.
- Don’t be a link miser. If you know of great online resources that complement your material, link to them.
- Don’t buy, rent, or sell links. Focus on increasing your link popularity through steady organic growth.
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Practical Wisdom
Q&A with Dan Skeen
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Dan Skeen
Practice Lead: Traffic Building Solutions
Quarry Integrated Communications, Inc.
With over 11 years experience in the field, Dan consults with companies that want to generate more leads through web-based interactions. His specific areas of expertise include social media optimization and search engine optimization.
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With regard to social media, what works, what doesn't work, and what are important factors for success?
What works?
The best strategies are those designed to influence and persuade rather than control the media. Microsoft learned this years ago, when they took a tough stance on online forums and discussion groups, trying to control these modes of communication. Eventually they saw that this wouldn’t work and, to their credit, they shifted strategy toward rewarding popular and influential bloggers with their Most Valuable Professional designation. It paid off in rich online communities devoted to Microsoft products. While all the commentary may not be glowing reviews, it’s still great publicity and free links. For example, a quick search for Microsoft’s media player, “Zune,” shows that nearly 40,000 blog posts have been written on this topic.
What doesn’t work?
In general, heavy-handed or manipulative techniques will get exposed and flamed. We’ve seen this recently when a lot of corporate whitewashing was exposed on Wikipedia. As another example, some companies actively buy votes on Digg.com. One thing we should all be aware of is the growing definition of the footprint we leave online by our activities. Those who influence ethically will benefit from a strong reputation as time goes on.
What are important factors for success?
It’s quite important to build credibility by being a regular contributor to the discussion. You need to add value to the conversation in order to influence the most respected community members. Once they get it, and if your message is credible, they’ll help spread the word about your products or services. It’s a matter of “flipping the funnel,” as Seth Godin says – turning your prospects into promoters.
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Feature Interview
Dan Latendre, Chief Information Officer - CIGI interviewed by Glen Drummond
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Dan Latendre
Chief Information Officer
CIGI
As Chief Information Officer at CIGI, Dan manages all technology, information and communications initiatives including the IGLOO research portal. Dan has over 15 years of experience as a senior level technology executive in a variety of areas of business operations including sales, international marketing, channel creation and development, IT and professional services.
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What does the shift from Web 1.0 to 2.0 mean for the digital channel strategy within organizations? What are some of the consequences of the shift? What social media content will be a critical part of this Web 2.0 phenomenon?
Glen: |
The Web has been a rapidly evolving environment every month since the first Mosaic browser appeared in February 1993. So has a fundamental change happened that justifies the distinction between "Web 2.0" and the whole period before it? If so, can you interpret what this change is from the standpoint of people in business responsible for the digital channel strategy in their organization? |
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Dan: |
From my perspective, over the last ten years there's been this shift away from personal productivity tools to organizational productivity tools and applications. Organizations are just now starting to see the huge value of building relationships and networks within their organization in an effort to improve overall productivity and employee loyalty. It's about harnessing the collective wisdom that resides in every corporation to create competitive advantage in the global marketplace. |
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Glen: |
So are you drawing a contrast in values here between individualism and collectivism somewhere? |
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Dan: |
Yes. The true value is in the network… creating connections between people, processes and information. In the mid 1990's, corporate focus was on personal productivity, with tools like email and word processing dominating the front office. But by 2000, the Web started to shift the attention to the importance of groups and teams. More emphasis was given to tools that could facilitate collaboration, communication, and knowledge sharing across departmental teams. The next generation of tools is now just emerging – what is now called Web 2.0 – where users can quickly and easily over the Web collaborate and publish on a global scale. |
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Glen: |
So, is there some shift here in the relative status of the originator or the participant in creating the content and the meaning? Are we really designating a line between Web 1.0 and 2.0 where the business of making meaning in the traditional model had been closer to the sender, whereas now it is more focused on the participants? |
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Dan: |
Exactly. I think we will quickly see a new generation in the workforce that expects to collaborate and share knowledge. Right now, on the Web, anyone can have an identity (myspace or Facebook); they can share information easily and quickly (YouTube, WIKIpedia, Flickr); and they can connect with almost anyone in the world. Executives are now looking at how these social networking tools can provide value within the enterprise by increasing the opportunity for collaboration and innovation from all parts of the company.
It's quite an interesting phenomenon and we see this new world of corporate social networking as one that is scary but also hugely rewarding for businesses and enterprises that get it right. |
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Glen: |
Let's boil that down a little to the role of someone responsible for managing digital strategy for a B2B organization. What would be some of the consequences of this shift, from your point of view? |
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Dan: |
A more efficient, effective, and knowledgeable organization. One that responds faster to market opportunities; has a higher rate of innovation; and whose customers and employees are empowered and loyal to the company. As a business executive… you just can't ignore it… Web 2.0 is a tidal wave carrying the future, and if you don't figure out how to leverage these new tools, change your existing business models and make this part of your corporate culture, your organization will most likely be quickly left behind. |
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