post

Social Media Is Very Important, But Keep The “Baby” When Tossing the Bathwater…

The Internet continues to strongly influence our business and personal lives. The meteoric rise in Social Media such as LinkedIn, Facebook, Twitter, etc. is taking up more and more of our time presenting opportunities, complicating things and confounding us. But before you abandon all of the things you have learned about marketing and put all your chips on Social Media as the road to customer and revenue growth, please remember this: nothing invented ever really goes away. Every form of money ever invented, including barter, is still in use today, despite the rapid growth of Electronic Funds Transfer. Do you recall the coming “Checkless Society?” How about websites, which have gone through the rapid evolution from being on-line brochures to being full service delivery and commerce systems? Maybe store construction has slowed some, but don’t we still go to them? So it is with marketing, as long as you remember the strategic question about your target market and how they get their information that leads them to do business with you. Always makes sure your messages appear in the right media (even “old fashioned” media) if they are the ones that bring you desired results. Then look to Social Media to complement your messages to those segments that are flocking to the use of Social Media if those people are in your target market.  Finally, there is still no substitute for face-to-face contact so there will still be the need for personal networking and sales forces. How those personal networks are built and how sales forces work can benefit from adding the use of Social Media to their duties, again if the targets are people that use them.