How do you keep up with social marketing changes?
Change is important to adjust to new trends, demands and social needs. You want to be patient or smart enough to know if the immediately perceived need for change is real or just a quick little trend you’ll waste time and resources molding to in the end. Large companies fail for not changing such as Myspace not seeing hidden bad trend signs in the marketplace where some thrive like Facebook who listens to what users want. Others like Google just get their hands into everything so they are always relevant somewhere. But what does this mean for you when it comes to marketing and where to focus your efforts or cash?
Google for a short period was thought to be using Foursquare, FB Likes, Yelp and other website reviews in order to help sites be better ranked in their search. Now, with the release of their own ranking system, +1, Google wants to push it’s use by telling website owners that their reviewing system will be the sole review factor. Now marketers and small businesses are shifting gears and begin to use more of Google’s tools to increase reviews and brand awareness; tools that are much less used and with fear that it might be scrapped before it proves to be useful. But what if Google kills the program, factoring importance and goes back to using other website’s for ranking factoring?
The good news is Facebook’s usage, agility and love of change will help you out even with little action on your part. Continue to use functionality that the public loves and you’ll be fine. Always keep in mind that Google and other search engines will continue to change the way they learn what sites to rank well for terms but your public is still your number one focus. Whether you are writing content, adding social bookmarks or integrating their tools and apps, always think of your website’s end user and what they want and look for when helping to promote you online.
So, keep the FB like, Twitter, and similar buttons. Google says they want the Plus One button, go ahead and add it too. Ask your customers to review you on your Google page. As users embrase it maybe it will pay off. Think long-term, build links and exposure naturally, don’t throw tons of resources at one thing but steadily build a social profile with a diverse list of all the places your consumers are online and you’ll be fine (yes you’ll need to do some research to find this out). Most online marketers get into trouble with the mindset that they have to beat and win today. Yet, in the end will be standing the companies who’ve took the time to do it all correctly, not chasing every little new thing and reserved working capital to help them stay flexible, able to afford new and proven avenues and most important keep the company out of the red during challenging financial times.
If you have questions about social networking, marketing shifts, social buyouts and acquisitions and what it means to your current marketing efforts, reply below, email or call. I’ll see if I can share some additional insight.