Some companies that didn’t balk at paying thousands for Yellow Page ads, television and radio commercials, newspaper and magazine ads and other forms of traditional advertising seem reluctant to allocate funds in their budgets to Social Media Marketing.
While most business people understand that traditional marketing strategies no longer work as well as they did, many are reluctant to embrace Social Media Marketing as a real thing. Change can be difficult and a little frightening.
Even business owners who understand that the rules are changing and that people today want to interact with companies on Social Media sites are still not convinced that they should spend their money there. After all, they have been told that Social Media sites like Facebook, Twitter, Google Plus and LinkedIn are free. And there are still marketing consultants who assure these business owners that they can and should be active on the sites themselves.
The reality is that Social Media Marketing has grown up. The rules are changing. The strategies that worked even a year ago may not work today. Maintaining a healthy, consistent and intelligent social media presence is more important and more complicated than ever. Advertising on the sites has become an important part of the mix, and there are rules and protocols that must be followed if the ads are to get the desired results.
While traditional marketing relied on packaged ads that were either printed or broadcast without constant attention or input from a human being, Social Media Marketing depends on keeping a consistent and constant presence on social sites, monitoring the sites and fielding the questions and comments of interested people. Business owners must be kept in the loop to provide answers to questions and keep the pages current and informative, but should be freed from the almost constant attention their social sites demand.
A good Social Media manager will carefully monitor each of a company’s social sites to make sure the posts are getting the desired reactions, that questions and comments are fielded in a timely manner, and that the ads are effective. She will also make the tweaks needed to keep the pages healthy. Growing a page means not only adding followers, but adding customers. And that takes time and attention. Social Media Marketing, like all parts of an organization requires a realistic budget.