Social media marketing is great, provided you think like a marketer

No one doubts the sheer volume of social media users. In fact, a recent report by Pew Internet indicates that adult internet users with a social network profile have “more than quadrupled in the past four years.” Numbers like that can turn even the most traditional marketer’s head.

Like the forty-niners to the Gold Rush, marketers are now flocking to capitalize. "Get us up on Facebook, LinkedIn and Twitter they shout!" Engage those users so they can engage our brand and our bottom line. Without barriers to entry, many marketers are jumping headfirst into multiple social networking channels without a plan or a second thought.

This is all fine, but isn’t marketing about segmenting your target audience and customizing your message accordingly?

It’s true that from teens to seniors everyone is getting involved. But the devil is in the details -- and more specifically the demographics. Looking a bit further into usage of social networks, it’s clear that baby boomers are more discerning with those in their network. Long term and more complex communication are embraced by this demographic. Relating back to your business, these users might be more patient with posting quality messages (think product or service feedback).

Conversely, younger demographics are more attuned to more frequent communication that is often less complex in nature. Trying to stimulate interest in events geared toward a younger audience? Text messages might provide more traction. Want similar product feedback from younger users? Consider using more video with different channels for response (text, comments, Facebook wall).

The social media landscape continues to change. As a marketer, your job is to not only embrace new technologies but understand how your target audience interacts in those media.

http://tech.msn.com/news/articlepcw.aspx?cp-documentid=19904693
http://www.emarketer.com/Article.aspx?R=1007113
http://www.emarketer.com/Article.aspx?R=1007118


Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients to leverage new media opportunities