Social media as a key player in marketing is here to stay.
For those who don’t know, social media encompasses more than just Facebook and MySpace; it’s LinkedIn, Twitter, Blogger, Technorati, del.icio.us, YouTube, as well as many, many others. For so long, traditional marketing has been the only way for companies to get their message out about products or services. Now, the Internet has given us something else to think about when coming up with marketing plans, and social media sites are becoming something we may want to utilize.
Google was really one of the first companies to take targeted advertising to a whole new level. They have made a fortune off of AdWords and AdSense. Companies can create ads on Google with relevant keywords so that every time someone does a search on Google, the company who paid for whatever search phrase is used will have an ad pop up.
With the millions of people using social media sites these days, why wouldn’t companies want to advertise on these sites?
One of the most popular social media sites for professionals to connect is LinkedIn. In my company, almost everyone (if not everyone) has a LinkedIn account. For us, LinkedIn is great for posting information about our company, updating information about our annual ECM conference called Nexus, contributing ideas to groups or updating our personal profiles with information about ourselves. LinkedIn is also great for networking, connecting and collaborating with other professionals. On top of all that, LinkedIn offers companies an opportunity to advertise and reach tons of professionals who could have a vested interest in your products.
But with the rise of the Internet and social media, does this mean that they are going to take over and traditional marketing is going to cease to exist?
To be honest, I don’t think traditional marketing is going anywhere. However, I don’t think that new age and Internet marketing are going anywhere either. We are going to have to find a way to have the two means coexist. The younger generation is going to be the student when it comes to traditional, old-school ways of doing marketing, and the teacher when it comes to social media and the Internet. I really think that new-age marketing is just traditional marketing blown up and put on the Internet. The concepts and values are still the same, the means of getting the message out is just different. We are now able to reach many more people faster and in ways we never thought possible.
Corporate Communications Manager