Written By: Adam Dince
I’ll be speaking along side industry experts such as Lee Oden, at a new conference here in Minnesota called the Social Media Rockstar Event. My session’s theme will be related to harnessing the power of social media.
For those of us over a certain age, social media isn’t anything new. In the mid-80’s, I was one of the nerdy pre-teen kids who had Prodigy. Anyone remember?
Prodigy had certain “forums” where you could exchange messages with other people and build friendships. I like to consider myself one of the first social addicts, though not sure I should be proud of that.
After Prodigy, a much sexier social network came along called AOL. Those of us who were AOL fiends lived to hear the words “You’ve got mail”. AOL had an incredible chat room feature that allowed you to pick a room that was tailor made for your interests and meet new people. I could go on and on about the history of social media, but you get the picture.
The intent of the social network was to provide an online venue for friends to come together. In fact, for many years, MySpace’s tag-line was “A place for friends”. Social networks have made the world a much smaller place and has allowed people to connect in ways we could never have imagined. How many times a day do you check Facebook? How often do you Tweet something in hopes of getting a new follower? How validated do you feel when you get a like, a share, a +1, or a re-pin?
It didn’t take too long for brands and marketers to ask the question, “How do we start monetizing the these massive networks?” Soon started the tsunami of ads, sponsored stories and crap that we didn’t want to see. And those of us who worked in digital marketing realized that we could increase our value in the marketplace by becoming social influencers. Marketers and influencers started talking at people and not with them. The increased volume and velocity of propagated content and ads have caused social networkers to become fatigued, annoyed and looking for other less invasive ways of communicating. In a nutshell, social media has become a bastardized version of the purpose it was intended to serve.
Nevertheless, we as marketers have an incredible opportunity to reach people in a way that is both meaningful and fruitful. And small businesses have a huge leg up in this department.
See, large enterprise type businesses with massive followings have a difficult time in maintaining the types of relationships needed to be successful in social media. They often times rely on mass communications, contests, and promotions to create brand affinity which often falls on deaf ears. Don’t believe me? Check out the charts below?
As a small business, you’ve got the opportunity to really connect and build long-lasting and results oriented relationships. In my session at the Social Media Rockstar Event, I will provide key strategies to help your business benefit across all of your marketing channels from social efforts.
If you have the opportunity to attend the Social Media Rockstar Event, I highly recommend you start making plans now. It’s a one day conference packed with highly actionable and relevant information. Hope to see you there.