Attended this very “to the point” webinar this week with @JanetAronica (@HubSpot) and Eric Keeting of @Compete. I wanted to post the Slide Share presentation of the webinar (you can also hear/see the recorded webinar here on HubSpot) because I believe that this same information applies to driving publicity–inbound vs. (traditional) outbound. See below.
At this point, I am not that completely sold on the use of social media for direct inbound marketing unless it’s a part of a traditional campaign or perhaps if the brand is well known or fits a specific niche with online community users. When it comes to the personal, small business or new brands (especially those with limited marketing budgets), I truly believe that new/social media is must more situated to drive inbound publicity over marketing.
Why so much focus on “social media marketing?” Not sure—it’s new and fun? No, I’m kidding. Social media marketing is a true “art form,” BUT I don’t think a whole lot of people or companies can pull off that large of an ROI. Those who are driving high traffic marketing campaigns are still few and far between. For the most part, most of the high-end social media marketing initiatives are driving more publicity than a true marketing or lead generation reach.
That said if more people and businesses were to approach and utilize social media as public relations and publicity tool over a direct marketing/lead generation tool they will get the RIO they are looking for. We must use social/new media for PR purposes FIRST; marketing and advertising second. Social media is a new media channel that allows people and businesses to build and maintain publicity and public relations on a very cost-effective and timeless basis (over traditional PR practices). Social media PR works, but ONLY if approached correctly and managed routinely. Social media PR, like it’s traditional counterpart’s, success equates to having a consistent and focused content ranking on search engines (in the traditional vein that equates to print or television news media) as well as in social networks and media channels (traditionally this would equate to having popularity/thought leadership following within popular groups or specific industries).
Social media PR is also about building a network or following/fan base via engagement with one’s public and prospective or current clients/customers as well as providing thought leadership and good information to connections and users of social networks and the other media channels. Works the same in the traditional vein of PR.
The difference between getting or having social media PR and traditional PR (publicity really) is the fact that social media “sticks” – traditional publicity is fleeting. This is due to the nature of the subject matter and the fact that most traditional media is buried (eventually – some stories go away faster than others, depends on the subject matter). With social media, we can continue to manipulate and contribute connect to drive positive feedback and search engine placement etc.
I’m sorry, but the term social media marketing is WAY over done and used as far as I am concerned… can’t we just agree that we are ALL involved in a budding new media channel and not all marketing programs can work in it? I have to say that SOCIAL MEDIA PR does work – but, like with any type of PR (most of the time)—you have to work at it and especially since new media is growing and still developing.
The other day I uploaded some new contacts from my outlook to LinkedIn (invitation to connect)–50% of those connections were NOT Linked In members. Now I realize that not everyone is not “into” LinkedIn like me. Maybe they like Facebook better and maybe (like my 49 year old business owner/CFO sister) they just are not online or not social media/network oriented people. Sure the number of social media users is growing by the bushel, but I will bet that 50% of those users who absolutely do “jump in”—still don’t participate. And I bet that most of those (new users) absolutely do use the internet to search for information on companies, people, things, places, etc. Most of the reporters of the world use the internet to search for information and stories.
So what propels someone to click on a link? Maybe the 50% OFF offer they see on a Google Adwords or a Facebook Fan Page—yes, but I bet for the most part they will never buy anything until they read more about that company, that offer, that new brand until they READ more about it first. Social Media PR will and does ultimately drive a person’s decision to buy in the end. I rest my case.