I read an article yesterday about “online sociability fatigue.” People, including 20 - 30 somethings who drove the social sites to a frenetic place, are fatigued with keeping up with it all. They are tired of the hearing about the mundane details of others’ lives. From a personal perspective, I agree somewhat. Most times the details are a bit mundane, but it is my choice to comment on your new pedicure or not. And, I do like the ability to keep up with friends all at once, in one place…thank goodness gone are the days of the multiple one line emails flying in and out of my in box.
A recent survey found that 45 percent of Americans in all age groups are enthusiastic about online socialization, while 48 percent are indifferent because they are overwhelmed by it. The remaining 7 percent - those with a median age of 29 - are conflicted about staying in constant online contact. They are called the “ambivalent networkers.” They won’t turn off completely because they don’t want to be left out of the loop or become irrelevant, but they want a break from it all.
So, let’s talk relevancy. If you are using social media for your marketing (which you absolutely should and if you aren’t sure why or how, call me) - make sure it is relevant.
Look at it this way….your Twitter followers and Facebook friends are like email opt-ins. They make a choice to follow you because they believe you will provide them with something of value. So, give them information of value. Send them something relevant to them, and your business. These followers and friends are your qualified and loyal consumers. If they were on your email or direct mail list, what would you send them? It is the same premise with social marketing.
Do you have a new product upgrade? Send a tweet with a link back to your website. Do you have a special promotion on Thursdays? Post it on your Facebook page. You don’t have to be all gooey and philosophical - just send them something of value, of interest. Yes, it is that easy. And, it is free. No send fee. No postage. Free.
We love social media - in all forms, shapes, kinds. We love blogs, twitter, ning, facebook. You name it, we’ll try it. Today, we experienced the power of social media in a way we haven’t before, and it is so exciting and heartwarming.
The story isn’t so much that the local selectmen chose not to support a nominal amount of funding to Starting Point, a much needed, and unfortunately, much used service for victims of domestic violence. And the story it isn’t entirely that one of the selectmen actually had the audacity to say that “some women use domestic violence as a gimmick in divorce proceedings” - yes, he actually used the word “gimmick” and “domestic violence” in the same sentence. He also told a reporter that he understood why men get angry at women. As one guy in our office said “are you kidding me?” No, unfortunately not.
The story is about the power and impact that social media can have for a cause like this. Within minutes of the article being circulated, a member of our team had set up a Facebook page to support Starting Point. She sent invitations out to her friends. I sent it to my friends, and so on. Within a few short hours, we have 44 members. Both men and women. Just like that. People joining to show their support of Starting Point and important organizations like them. And, they joined together to express their outrage about someone who claims to be in “public service” but has completely lost touch with what that means.
Update: On Friday, February 20, just a little over 24 hours since launching the Facebook group, there are nearly 150 members and the story has been picked up on the Associated Press, the Boston Herald and hundreds of other related networks.
To check out the discussion, go to: http://www.facebook.com/group.php?gid=68657000338
Social media meets cause marketing. Love it. Now, what can you do? In this time of hope and optimism and with the tools readily at hand, what can you do to reach out, to engage action, to change the world?
