Strategy Session: Anti-social Media
Do you remember the musical "West Side Story"? There was a song in it called "Gee, Officer Krupke," and one of the lyrics went:
"It's not I'm anti-social.
I'm only anti-work.
Glory-osky, that's why I'm a jerk."
So, at the risk of seeming anti-social (or worse, a jerk), I have to confess I just don't understand all the fuss about social media. You'll find articles on it on the cover page of virtually every industry publication, and it's all over the web-social media is obviously the next big thing. Here's why:
1. Because of the horrific economy, marketers are looking for more economical ways to communicate with people. Talk-and chat-is cheap.
2. Most traditional media aren't working as well as they used to. Response rates from direct mail and e-mail are going down.
3. Some of the larger media channels are just about disappearing. TIME magazine just ran a cover article on "How to Save Your Newspaper." It was a little ironic that the issue itself was the thinnest one in years.
4. Finally, we are all naturally attracted to the new, the fresh, the different-but will that be social marketing?
But does the emperor have any clothes? Sure, there's no better, faster or cheaper way to connect with people-and connect with their connections-than social networking. And if you're looking for a job, it can work very well.
But what role does social networking or social media play in marketing? And how can you leverage it for your organization? Let's take a closer look.
Are You Linked In?
LinkedIn (www.linkedin.com) is one of the premier business sites, with more than 35 million users. It enables you to connect with people you may have lost touch with-and who are now in a position to do you some good.
They may be able to recommend you and your work and "introduce" you to people you should know, or should know you. LinkedIn also allows you to post questions that relate to: recruiting, promoting your services or job seeking.