Indianapolis Social Media Marketing

Social Media refers to networks such as Facebook, Google+, LinkedIn and Twitter and is the fastest growing space in online marketing. Social Media is both unique and beneficial because it allows people who know each other to easily share ideas and experiences. This aspect also helps companies market their products and services to a much wider and more interested group of people. When companies are listed on a social media website, they are able to form dynamic relationships with people who subscribe to receive updates from those companies. So, each time a company has a new announcement, article or just wanting to say hello, the message is automatically pushed out to each person who subscribed. Those people can then respond and continue to share that message with their own circle of friends. Those friends can continue to push your message to their friends and so on. This is how ideas go viral through Social Media.

What is (and is not) Social Media Marketing?

Before we explore where social media marketing works and where it does not, let's first be clear that the definition of "social media marketing" does not include paid media on social networks. Go ahead and invest in advertising on Facebook and Twitter, just do not call it "social." The most popular forms of advertising on Facebook today are retargeting and custom audiences, neither of which are remotely social, and less than one in six ad dollars use social data. I suggest a better definition of Social Media Marketing is this: Content authored or encouraged by the brand and shared by Word of Mouth that creates earned media and delivers on Marketing objectives. This definition excludes a couple of things, such as advertising (which is not social) and consumer content not coaxed by a marketing program (which is not marketing). It also excludes social media programs that fail to deliver on key marketing metrics, and therein is the problem for most brands.

When Social Media Becomes Strategic

The data is clear: businesses achieve greater results and satisfaction when they take a more comprehensive approach to social media. Rather than using social media as a single-point solution, they incorporate it into many aspects of their business: using it as a resource for data, a tool for relationship building and sales, and as a feedback loop for product improvements. A more comprehensive approach to social media allows businesses to combine what is effective with their traditional processes and what is effective with social media to create better processes to satisfy the customer.

The most common area for businesses to integrate social tools - whether they use them informally or strategically - is still marketing. But more businesses than ever before are integrating social into their sales and service, product development, and human resources areas. Companies that embrace social media strategically are far more likely to use social media beyond the marketing department. These "strategic users" of social are able to get more use and satisfaction out of social media, and spread its value across different departments.

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