Priestley’s Paradox and Social Media Strategy

The story goes that in 1957 when talking about the relatively new invention known as television English novelist, playwright and broadcaster John Boynton Priestly remarked:

“Already we Viewers, when not viewing, begun to whisper to one another that the more we elaborate our means of communication, the less we communicate.”

Or when interpreted by modern academic types:

“That as the quantity of communication methods increases the quality of the communication decreases.”

This is Priestly’s paradox.

While this comment may be seen variously as cynical, technophobic, outdated or plain incorrect (get with the times Priestly and stop being so negative, you’re wrong!); I argue that in many cases in the digital social space we inhabit Priestly was right on the money.

Don’t believe me? Imagine explaining the concept of social media to someone in 1957 (or even 2007 for that matter):

  • Express yourself – in 140 characters or less
  • Show appreciation toward a statement – by clicking like
  • Laugh out loud – don’t actually laugh, just type LOL
  • Maintain friendships – with people you’ve never met

Is it fair to say that the quality of communication has decreased?

Yes – but this is a ‘glass half empty’ example, it lacks context and doesn’t begin to touch on the positives. Social media is a powerful tool for businesses and can be highly beneficial from a customer engagement, B2B networking, public relations and marketing perspective – depending on how it is used.

It is the how I wish to focus on.

Do you have one of ‘those people’ on your company’s Twitter or Facebook who share any and all links in any way related to their field on any given day?

“9 Ways to Generate New Leads”, “Must Use App Tracks Social Trends”, “33.3 Ways to Instant Success”.

In a misguided attempt to be viewed as an informed credible source or thought leader in their industry these accounts can be seen as annoying, self absorbed and crying out for attention.With this technique there is usually little engagement (except for large companies), perhaps the odd like or retweet but rarely does this method incite meaningful communication. What’s worse is they are probably one of 50 people in the same loosely related field that will be sharing the same thing on the same day. It’s impersonal, demonstrates a lack of ideas and in this instance proves Priestly correct.

I like to think social tools can be used to increase the quality of communication so when devising a social media strategy for your business think – How can I prove Priestly wrong?

Here are some ideas:

  • A ‘no link without context’ policy: When sharing a link relate it back to your company, your customers or your industry and explain why it is important/relevant/applicable/good/bad etc. This is easier said than done at 140 characters but that just emphasises the need to think carefully around posting something.
  • Creation of our own original content and commentary: Quite simple really, where possible try to produce your content in-house.
  • Quality over quantity: You’re probably not entirely interested in what your customers had for lunch or the funny video someone found on their break so why bore them with these details. This relates heavily to the previous two points.
  • Use manners: Thank people for retweets, welcome new followers and friends and remain amicable despite the medium you are using. You may not be communicating in person but you can still be personable.

There will always be some degree of removedness in social media interactions but following these simple guides (and remember they are only guides) can help you craft more relevant, engaging, personal and effective business communication in the social space.



Source by Simon P Neate

Social Media Internet Marketing – If You Can Do it Once You Can Do it Twice

The statement, “If you can do it once you can do it twice if you did it on purpose” is used with some frequency in this article series on social media internet marketing as well as all over the marketing literature in one form or another. I have been asked to write an article devoted to what my own thinking is behind that statement. I had not thought to write this article on my own because I have been saying that as a trainer for a very long time and it is so basically fundamental (in my mind) that I forgot how important it is to really understand this concept. In my opinion this counts as one of those foundational keys to successful internet marketing.

Starting at the end of the statement, “…if you did it on purpose.” means that you had a desired result and some sort of plan of action to achieve that result. It was not a shot in the dark. You did what you did with intent and purpose. This is a critical point and is why I say it at the end of the statement where you are most likely to remember it. It is possible to achieve something you want by swinging wildly. However, it is unlikely you will be able to efficiently or consistently achieve it again. For example, if you have never played golf before you have no idea what you are doing though you do probably know the little ball goes into that tiny hole way over there. You take what you consider to be a decent swing at the ball (though any good golfers around you see it for what it is…a wild whack at the ball). It flies down the fairway and what do you know? It goes straight into that tiny hole way over there…a hole in one! Now…do it again. Yeah. Right. That is just not going to happen. You have no idea how you did it in the first place and it is nearly impossible to do even for the professionals. Sure, theoretically you did it once so you could certainly do it again. It would not be defying any laws of physics to so it could happen. But, you cannot make it happen when you want it to…or even get close. Until you understand what you must do to achieve a desired result in concrete terms you will not be able to learn to repeat it consistently enough to get sustainable results.

So, you now have a plan to execute and understand why you need that in order to reach your goal…which is probably to make a lot of money. In this discussion it makes sense to start referring to marketing instead of golf. It is time to address the beginning of the statement, “If you can do it once…”. You execute your strategy to get a visitor to your web site. It doesn’t work. What now? Since you know exactly what you did that did not achieve your desired result you can make an adjustment to that strategy. Just one. That is important. If you make several adjustments to your strategy at the same time you will have no idea what led to your success (and that, after all, is the important piece of information you are after here). With everything you are doing concretely understood by you and with the results concretely measured you can repeat this plan, execute, measure and adjust cycle until you find an execution plan that gets you your visitor. Now you know exactly how you got that one visitor. You probably also know some execution plans that do not work. Both pieces of information are highly valuable to you!

We find ourselves now at the second component of that original statement, “…you can do it twice…”. If your thought processes, execution plan and measuring methods are working rationally you now know how to get not only that one visitor. You also know how to get one visitor again…otherwise known as twice. By extension, you also now know how to get your third visitor…and your fourth…and your hundredth…thousandth… You have a concrete and consciously executable strategy that will get you a visitor. You can now get a visitor again whenever you want one by simply executing your known plan again. You have built the knowledge and skills necessary to build your business…on purpose.

Additionally, since you know all the steps to getting a visitor you can now also work to get better, faster and more efficient at what you are doing and accelerate your rate of visitors as compared to your effort. Also, since none of your steps are a mystery to you, eventually you will think of ways to improve and automate your steps for ever greater effectiveness.

Will you ever get to the point where you have thousands of visitors if you do not know exactly how you get the first one? And, if you do not know how to repeat what you did, will you know how to get the second one? The third? Fourth? No! While it is remotely possible you will get lucky if you take wild swings into the internet marketing universe you will never be able to look at your business, decide to make it grow and then make it happen…on purpose.

That first statement has now been broken down into its three parts and the reason each part is there has been explained. Following this paragraph is a mantra for you that is a logical extension of what this article has been about. Once you have an action set that you know to be effective you will want to take it to the next level of effectiveness by understanding and implementing exactly how to:

Rinse and Repeat. Rinse and Repeat. Rinse and Repeat…

If you can do it once you can do it twice, as long as you did it on purpose.



Source by David Herman

THe Difference Between Digital Marketing and Social Media Marketing

It utilizes an assortment of digital channels like SEO (search engine optimization), social media and PPC (pay per click) to entice audiences towards a prospective brand. Digital marketing uses internet as the core medium of promotion which can be accessed using electronic gadgets like computers, laptops, tablets and smartphones.

Internet marketing techniques such as search engine marketing (SEM), e-mails form an integral part of digital marketing. Moreover, it also includes non-internet channels like short messaging service (SMS) and multimedia messaging service (MMS), callbacks, etc. All these different channels form an integrated part of digital marketing. Digital marketing is considered a BTL Below-The-Line marketing as it targets a smaller and more concentrated group and works on forming loyal customers and creating conversions.

SMO or (SMM), on the other hand, is a branch or subset of digital marketing that excels at promotion using social media platforms like Facebook, Twitter, LinkedIn, YouTube and so forth. It makes the use of social media for the purpose of marketing. Social media relies heavily on the interaction of the users, sharing information and forming a community of sorts and hence has a ‘social’ element to it. It utilizes the creation of artistic content which is presented accordingly to lure the audience towards your products or services and create a brand following.

According to Zephoria Digital Marketing Consultants, there are over 1.71 billion monthly active Facebook users worldwide. This means that statistically Facebook is too big to ignore and hence, should be a vital part of your social media marketing strategies. Online video consumption on such platforms has been on a steady rise and is the next big thing in terms of marketing strategies. SMM is also a BTL Below-The-Line marketing as it relates to segregated groups formed over common interests on social media platforms.

Companies looking to address their marketing needs need to choose between a digital marketing agency or a specialist agency. If you are looking for someone to plan out your entire marketing strategy, then a digital marketing agency would be a good choice. However, if you are looking for someone to only handle the social media aspect of your strategy, then you are better off working with a specialist agency.

With the extreme popularity of digital media, people are more willing to incorporate digital marketing into their everyday lifestyle. As per the Interactive Advertising Bureau (IAB) report, Internet ad revenues in the United States reached a staggering $27.5 billion in the first half of 2015.This has opened up several job opportunities world over. There is a high demand; however, we experience a dearth in the skilled workforce as people are still coming to terms with the rapid evolution of digital media.

To meet the increasing demands of talented individuals, there are several online courses in digital marketing available. A quick Google search on this topic will enlist a host of institutes that offer the mentioned lessons. The courses run for a number of days where all the related topics under the umbrella of digital marketing are addressed. Students gain valuable insights into the subject that enables them to carve a niche for themselves.

The digital marketing course includes basic understanding of marketing and advertising concepts and fundamental knowledge of statistical and analytical tools. They are also given comprehensive information about email marketing, SEO/SEM, pay per click, mobile marketing, online video among others.

Social media marketing courses include an in-depth understanding of the principles of social media, major social media sites, social media strategy and measuring social media. It offers a look into the strengths and weaknesses of the social media platforms like Facebook, Twitter, etc. and delves deeper into the newest trends surfacing on social media.Social media is an indispensable part of digital media strategy. SM platforms are leveraged for the purpose of branding of a product or service as it provides a more interactive medium open for a two-way conversation. Digital marketing is more relevant in terms of creating brand awareness, marketing or reputation management. Although they have different online applications, they serve the larger purpose of brand advancement and customer conversion into leads and sales. Consumers have become more brand conscious with active participation and most spoilt for choice with the plethora of options available online. Their share in the overall marketing strategy has grown manifold rendering traditional strategy techniques obsolete. The rate at which digital media is advancing, it won’t be far fetched to imagine a future where virtual reality has transpired to every aspect of our existence.



Source by Rahul Rakesh Roa

The Importance of Social Media Marketing Today

Marketing is essential to any business and is generally referred to as the most important aspect of any business strategy. Large companies spend millions of dollars to hire reputed agencies to handle the marketing of their business whereas smaller companies rely on more creative and cost efficient methods. In the extremely competitive world of today, social media marketing is the new ‘in’ thing and definitely here to stay. In a nutshell, it means using social media such as blogs, community sites, video sharing sites etc. to market a product or a business.

Certain popular websites like LinkedIn, Facebook, Twitter, Flickr and YouTube which have more than five million visitors everyday are considered to be an important hub for marketing. Promoting your business using these sites is a very attractive business proposition since they offer a huge amount of steady traffic everyday. In today’s world, social networking is extremely successful and social media marketing is very important to a business because of the sheer number of people that access these sites regularly.

The reasons why this type of marketing is so important, or rather, essential for a business are many. Firstly it is a low cost investment when compared to the other options available, offering many links to your site for free. Social media is generally free to use but marketing the same thing through conventional methods would cost you thousands of dollars. These sites get a lot of traffic and they in turn generate traffic to your site. Also it acts like a word-of-mouth concept that people tend to believe when compared to commercial advertising.

To make a lasting impact on the user and build a successful business any entrepreneur should be adept in social media marketing. There are a number of factors to keep in mind while promoting your business online so as to maximize its potential and achieve realistic real time sales. Lehman Hailey believes marketing through social media is a potent method that will make your site profitable over time.

Following are a few pointers that an entrepreneur would do well to remember while utilizing the immense scope of this type of marketing. Firstly, one should always try to give a clear account of the company’s product or the contents of the business instead of exaggerating and claiming the impossible because this discourages people from visiting your site whereas a more realistic picture generates slow but steady traffic over time. Secondly, it is important to post as many links as you can wherever there is a provision to do so.

Any business becomes profitable only if the end product promised by the company or the entrepreneur is really as good as advertised and produces customer satisfaction. There is no sure-shot formula for success using marketing since it only gives more visibility to the business and the end sales depend only on the efficiency of the product. However, social media marketing is an important tool that, when properly used is a highly beneficial and promising enterprise.



Source by Lehman Hailey

Top 5 Social Media Marketing Tips for Businesses

Whether you have a startup or you inherit one, you cannot deny the fact that social media will now be an essential part of your marketing strategy.

However, it is very easy to go wrong on social media, and this can have a negative impact on your brand. So, we’re going to give you a quick rundown of the top five ways through which you can make your strategy work.

Here are 5 things that businesses can implement to maximize the effectiveness of their social media campaigns:

  1. Plan Your Social Media Marketing Strategies

Many business owners think social media marketing basically means creating a new account and sharing a couple of updates. They apply the same theory on multiple social media channels and expect the same results. They think – “If you build it, they will come!” When they don’t get any foothold, they give up instantly thinking that social media doesn’t work. However, the harsh reality is that they did not formulate a real plan.

  1. Schedule Your Social Time

Stability is the name of the game when it comes to social media marketing. The time and the frequency chosen for posting are crucial. You will have to keep an eagle’s eye on the current trends and alerts that are relevant to your business, and keep a track of what your customers are doing and saying. Interacting regularly and having conversations with your customers is necessary. Rule of thumb: Allocate at least two hours a week to every social networking site you are present on!

  1. Engage With Your Customers

Focus on connecting and engaging with your customers. A business can engage with customers and prospects by promoting their updates, sharing what they are saying, mentioning them frequently, replying to their questions, asking them questions, inviting them to events, asking them for feedback or sending them a direct message. Frequently engaging with customers and regularly promoting what they share ultimately leads to more customer satisfaction and higher sales.

  1. Content is Still King

Writing and sharing high-quality content with your audience and prospective customers should be one of your priorities because of the key role it can play in how you communicate with your readers and get your message across. A great write-up will attract people organically, and they will hang around much longer.

  1. Be Fun

Last but not the least – your social channels should be useful; however, they also need to be relevant. Everyone loves to laugh and bond; so make time to engage your audience by playing with words or through jokes or fun images.

There is so much information available online; hence, hearing an advice from true and renowned expert will take you in the right direction. Focus on your goals, create high-quality content and keep up pace with the latest trends.

Source by Terence Lewis

What Is Social Media Marketing?

Image result for social media marketing

Social media marketing is a completely new, but vital part of online marketing that has taken off in the last few years. A brief definition of it is the process of increasing traffic to your site or gaining attention online though social media sites.

What are social media sites?

These types of sites are ones that rely on human interaction to work, such as Facebook, Twitter and YouTube. They all require social actions that differ in the way they work such as Twitter gives you 140 characters max to say something or through a video or picture, whereas Facebook also you unlimited characters and the chance to add many photos at a time, join events or share updates.

What is social media important?

Social media marketing is very important to enhance and support search engine optimisation (SEO) efforts as once a page of a site or a link is found by social media users, it can then go ‘viral’ pointing many links back to the website which in turn is seen as a sign of popularity to the search genies and giving a boost in rankings to the said site.

Taking a look at the big three, as mentioned above Facebook, Twitter and YouTube we can have a look how each of these social media sites helps your marketing efforts.

Using Facebook is probably the easiest and most common social media site that people have heard of. Although Twitter has millions of users, many people only use Twitter to follow celebrities or directly for their business. The average Joe won’t always be found on Twitter, whereas with Facebook as it’s all about you, then a lot of people use it.

Both small and large businesses rely on Facebook to help promote offers they have at the time, as well as using it to post photos and videos. It’s also a great was to get people to interact as users can share updates from businesses, meaning that social media marketing is made all that much easier.

Having a page of Facebook is the way to go for businesses and encouraging people to like it through incentives such as competitions and prizes means that people are willing to tell others about your page, and then subsequently about your business.

Twitter as mentioned above is not as all consuming as Facebook because of the type of people using it, but if you are using Twitter to interact and make relationships and network then it is even more effective than Twitter. This is because people don’t have to trawl through a page to see what you are about. What you say and do is limited to the 140 characters so you have to be clear and concise in your actions and words, therefore making it easier to impress people (or annoy them!)

Twitter takes some hard work where social media marketing is concerned as you have to build up a flowing before you can even start to influence flowers and getting that following is the start of the battle. People won’t want to follow you if you constantly tweet promotional tweets or are always retweeting others messages. You have to make sure you are worthy of following and that what you say will engage people.

Once you have achieved this, then you rinse and repeat and keep writing what you have been writing that attracted your followers on the first place. Your message and business can then be spread across Twitter giving you invaluable links.

YouTube is also so commonly known that, like Twitter, you have to be very focused to successful use it in your social media marketing campaign. YouTube works more for educational websites and those selling things that could benefit from demonstrations. Using the right tags and descriptions also adds to the campaign so people can find your videos using the tags.

The videos have to be well made, and if you take the time to compile theses videos and people like what they see, it can take a matter of hours for your videos to go viral, again giving you national and even international exposure!

Source by Wendy Poulopoulos