Social Media as a Marketing Tool

web20logosFrank Casale of The Outsourcing Institute sent me a great Wall Street Journal article this weekend entitled “How Facebook Ruins Friendships.” It was informative and humorous, but what I found most interesting were the social media tools at the bottom of the page: Facebook, Twitter, LinkedIn, Digg, etc…  While it is ironic that an article making fun of social media tools would have them embedded in the article, it is a sign of the times. Today it seems that everyone, even the Wall Street Journal, recognizes the effectiveness of social media as a marketing tool.

We use Eventbrite to promote the Design and Construction Network events primarily because no other event registration website has such an extensive social media arsenal. Even Cofebuz now has a “tweet this post” link at the bottom of every article, and many of our most involved readers are from LinkedIn article referrals.

Social Media as a Marketing Tool

So we all get it, social media is powerful. But the real question is how to capture social media as a marketing tool. Let me give you the four secrets that I have found effective in turning the web into a powerful marketing tool. I’m certain many of you have your own insights as well so feel free to use the comments section at the end to add them.

Four secrets to turning social media into a marketing tool:

  1. Social media works when real value has been created – Try posting a tweet about last week’s weather and see how many people retweet it or reply. Start a blog about your journey selecting carpet color for your home and see how many people sign-up for your e-mail updates. The same is true for your company, make certain what you write creates value for others and they will be drawn to the value you are providing.
  2. Social media works when it isn’t selfish – Ever been turned off by a salesman that told you they really needed a sale because of XYZ reason? Online those that are selfish generally lose and those that are selfless typically win.
  3. Social media works when you can create a “buzz” – If you have successfully achieved the first two social media secrets you are positioned for creating a buzz, known as viral marketing. Viral marketing is the idea that others, even people you don’t know, will promote your idea for you because they think it deserves recognition and attention. The results? The greatest return you’ll ever see for your marketing dollar.
  4. Social media works when you have friends – Frank Casale (the individual that sent me the article above) is not only the CEO of one of the largest outsourcing associations in the world, he also has focused on building amazing friendships. I have found that real success comes not when someone pushes to achieve their own dreams, but when we push together to achieve our dreams. At a minimum, we have people to enjoy the journey with and to toast when we reach the top.
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4 Responses to “Social Media as a Marketing Tool”


  1. 1 Jennie White August 31, 2009 at 7:00 pm

    Tim,

    The point about how crucial having friends when engaging in social media was great. I’ve read so many “how-to’s” about social media, but don’t recall ever seeing friends mentioned. We risk in social media, having a lot of friends who are superficial. One can have absurd amounts of Facebook friends, but will those friends “enjoy the journey with you and toast with you when they reach the top”? (As you so eloquently put it) Probably not.

    Thanks for the terrific and concise post!

  2. 2 Gerald Babb September 1, 2009 at 8:17 am

    I have been in the roofing industry for 20 years and to be honest I am seen as a bad guy most of the time but through friendship and trust earned through helping and not selling my base is fine even in these times. So I agree make a friend and earn a living.

  3. 3 Gina Bedoya September 5, 2009 at 9:00 am

    Hi Tim,

    Great insight on social media, at this point it should no longer be “secrets” but rather best practices!

    Thanks for the great post.

    Gina


  1. 1 Antisocial » The Buzz Bin Trackback on September 28, 2009 at 8:56 am

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