Times change, cultures shift and people adapt. All factual statements that are rarely argued, yet for some reason many businesses (or their managing executives) are still reluctant to view the social space as a viable marketing arena. Over the years we see new innovations met with a heavy reluctance and lack of acceptance, people say they won’t work. We thought the internet was a fad, that cell phones would never become popular… well, how is that working out? How many people do you know that don’t own a cell phone (or multiple mobile devices)? The internet has given us an abundance of information that we never thought was possible. Every two days now we create as much information as we did from the dawn of civilization up until 2003.
We have seen it happen time and time again but to this day, there are still business executives, even advertising executives that will not accept social media into their budgets. Let’s look at some user statistics:
The sheer number of users alone should have businesses sprinting to create profiles and take advantage of the audience that is handed to them on a platter. Where else can we present our content to this amount of users in a conversational manner? What other mediums allow us to not only provide information to our customers but also listen to their input and react accordingly? Simple put… social is all but begging for your content.
We can take this further than a simple census of user count. Social networks offer us an unheard of metric of demographics. We get insight into the age, sex, location and even interests of our potential customers. Facebook’s advertising platform allows us to market to a very specific and targeted group all while giving us instant reports of how many impressions, clicks and engagements result from our efforts. People often question the return on investment that social media marketing offers us. From those simple statistics we just mentioned I would ask that same question about traditional marketing methods. How many people view our outdoor media? Who actually listened to our radio ad or watched our commercial on TV One thing is for sure, those numbers are declining! Think about your own habits, are you listening to local radio or satellite radio? Are you watching commercials or do you fast forward them with DVR? When was the last time you were able to quantify the audience you reached with these outlets?
Social networks are looked at as an arena reserved for young people. This is simply not true. Think of the countless stories of middle aged or older users reconnecting with a long lost friend or finding a classmate they haven’t spoken to in 10, 20, 30 or even 40 years! These are only the active interactions of these users, I won’t sit here and tell you that there is a high percentage of 50 year old Facebook users posting frequent updates but that doesn’t mean they’re not reading, searching and observing. These platforms offer a real time feed of information and we still have companies that don’t see the value in this,
I beg you, reconsider your thoughts if you don’t think social is for you. You will be left behind by your competitors and have to remember the day that you said “social media is stupid and will never make money”.