Are you linked in?

As marketing continues to evolve, it is necessary to evaluate the impact that social media has on organizations across the globe. The explosion of social networking sites like MySpace, Facebook, and LinkedIn have changed the way people interact with each other. Instead of calling friends individually and having a traditional conversation, anyone can set up an account and post a live news feed of what they are doing, thinking and feeling in a matter of seconds. Instantaneously, a social network participant can easily communicate with hundreds of people with the touch of a button!
Not only is this phenomenon amazing, it can also be quite useful to a marketer. Most organizations realize that they need to have an online presence that extends beyond a website. However, many still struggle to fully understand how to effectively use social media to promote their brand and their business.

So how exactly can businesses and non-profit organizations benefit from joining social networking sites? There are many ideas about why an organization should join the masses on Facebook and LinkedIn, and even more theories about what having a social networking site presence, can and cannot do for an organization.
However after doing some online research, I found five of the most popular reasons to join a social networking site, as well as some important expectation levels to keep in mind when signing your organization up to be LinkedIn with the world.

1. Learn more about a particular community of interest - Access the average social networking page and you can easily find out what people who share common interests think about everything from the political debates to the latest iPhone. It is the least expensive way to conduct informal research, which can be used as a starting point for identifying opportunities to engage target audiences in social participation with your brand.
2. Increase brand visibility and authority – Consumers are hopefully talking about your brand already. Therefore social media networking sites and blogs give your organization the opportunity to find out what consumers really like about your products and services, and what your organization could improve upon. It is better to be part of the conversation and contribute in a way that supports your brand, rather than sit on the sidelines and tune out.
3. Increase traffic to your site – The hyperlink can often be an organization’s best friend, leading to untold glory in the internet world. Social networking sites and blogs offer the opportunity to add links which can direct consumers exactly where you want them to go for more information about your brand and your business.
4. Create a buzz without paying for advertising – Now, I don’t think anyone recommends completely abandoning traditional methods of advertising just yet. However in certain circumstances, it may be preferable to use a social networking site to promote a local event, or to encourage participation in a consumer contest or sweepstakes. Remember, if your target audience for a particular promotion is small, you can easily reach them using alternative methods. Why spend money to meet your goals and objectives if you don’t have to?
5. Establish your presence as a progressive organization – There are many qualities that an organization must possess to achieve longevity and success. Among these qualities are leadership, innovation, and the ability to remain progressive. True growth only occurs when an organization recognizes and accepts change. It is crucial that businesses continue to stay informed about how the world is changing, and figure out how to ensure that their organization is able to change with the times accordingly. Also, it is important to note that consumers value this quality in organizations and will often regard a progressive business as an organization they can grow with.

Now that we have listed some great reasons to join a social networking site, it is equally important to offer some information about managing expectations. While Social Media marketing is growing and yielding some very promising results for many, organizations have to use sound business practices and understand three important facts.

1. Social networking sites cannot effectively replace traditional marketing tactics and strategies.

2. Facebook, MySpace, and LinkedIn are not going to reach every single member of your target audiences, nor are these sites the best venue for achieving every marketing goal.

3. Last but not least, organizations need dedicated staff members to manage their presence on these sites.

These sites can be a wonderful tool if they are used appropriately. However always remember to set clear goals, objectives, and expectations before becoming a member and building your friend or fan list.

Keri Glover