Wellington
Social media may seem to many like an over-hyped mess of ceaseless and senseless chatter.
But understanding when and how its immediacy and intimacy can and should be part of an integratedmarketing strategy will be key to many future business successes - like it or loathe it.
Natalie Sisson, founder of
Anyway, Sisson's clear that no matter what your skill, or technology, social media such asFacebook, Twitter and LinkedIn are useful promotion tools; used the right way.
"It is all about pull, compared to other types of marketing push," she says. "The trick or art isto draw people back to you. You do that by being or showing a lot of value."
To this end, what is required is not so much selling says Sisson, as becoming an authority.Particularly from a business blog point of view, or discussing technology trends, "become the go toblog or website," she says.
"That's easier than directly trying to sell. If you provide useful, credible information, peoplecome back to you and you also get word of mouth referrals."
Over the past four years, Sisson has gained an understanding (albeit in a rapidly changing andmoving field) of the different strengths and audiences of the various social media.
Among her observations are that though Facebook is perceived by many as being the preserve of theyounger generation, its biggest target-able users are women in the 45-50+ age group. For thissegment, Facebook is an extension of how many women socially interact on a one to one basis.
Twitter is a favourite for those in the media and marketing worlds, as well as public figures.Businesses and brands can use it wisely, with its largest market being the 35+ age group.
LinkedIn has a 35+ age group profile as well, and particularly in North America, most of itsusers earn over US$80,000 a year.
Sisson gives two recommendations for those dipping their toes in the use of social media fortheir businesses.
The first is to download her free e-book,
Sisson’s other recommendation is to pick a particular social media platform and test it.
“Start with one, see how it works, which parties are participating, attempt to master it andmake sure you track your progress by measuring the free analytics,” she says.
“See whether it applies to you.”
Though generally people can’t go wrong using and interacting with social media (unlessthey’re an absolute dork), the “trick is to draw people back to you, because you representvalue,” she says.
If you can help solve peoples’ problems, “so much the better.”
From coaching to consulting, as well as high value manufacturing, “look at who their clientsare, look at where yours might be,” she says.
“Then become the authority.”