To Tweet Or Not To Tweet?

In the last few years there has been a dramatic shift in the way people are utilizing the Internet to acquire information – so much so, in fact, that the expectations of Internet users are actually changing. Companies looking to market their products and services on the web can no longer rely on a broadcast approach to target their audience and drive revenue. Largely due to the influence of social media applications like Facebook, LinkedIn, and Twitter, consumers are now looking to “participate,” thus forcing companies to embrace new, relationship-based, online marketing initiatives.

The good news is that technology has kept pace with the surging need for social media solutions. There are literally thousands of applications available (blogs, surveys, wikis, online chats, etc.) to help marketers engage and interact with their customers online. Unfortunately, with this sudden influx of available (and often free) online tools, enthusiastic executives tend to over-react and blindly task their sales and customer service staff with the responsibility of implementing as many “Web 2.0” tools as possible. This non-specific approach is a trend that in these tough economic times can often prove unsuccessful.

Companies need to carefully consider their commitment before jumping on the social media bandwagon. Often the decision to implement a trendy new marketing strategy is driven by fear – fear of missing out, losing market share, or getting lost in the ever-changing landscape of strategic marketing solutions. Fear-driven responses, however, generally don’t solve much. In fact, lack of planning and blind acceptance of what the competition is embracing can be costly and ineffective.

Implementing and maintaining a useful social media strategy can be time consuming to say the least. Further, it requires a knowledge base and skill set that may not match that of the staff tasked with the responsibility of getting it done. Worse, if done poorly, it could backfire and damage your brand! Companies must consider the new roles and responsibilities that come with implementing this sort of initiative – especially if it is to be handled in-house.

We all know that developing strategic marketing initiatives is a must for running (and growing) a successful business – especially these days, during a recession. At a time when every dollar matters, shouldn’t marketing solutions actually solve something? Stay tuned for more on this later … In the meantime, ask yourself:

•    Is my company really ready to engage in a social media strategy? And more important, will our customers actually engage?
•    How will we measure success? Do we know how?
•    What applications are most appropriate for our target audience? Will a blog, wiki, or RSS Feed actually be effective?

A social media strategy can prove enormously successful and rewarding if managed correctly; but it MUST add value. Before attempting to leverage Web 2.0 applications, be sure the answer is YES!