According to Gordon Beattie of Beattie Communications, social media is a waste of time and money for many companies.For those on a limited budget, and who doesn’t claim that to be a reality, Beattie suggests they are better off:
getting their websites to the top of the search engines or grabbing the headlines in the press and media is going to give them a much better return than a social media marketing campaign. The truth is that the majority of companies are wasting valuable manpower and financial resources on social media. I come at it from the standpoint – if it does not drive sales and build a brand, it’s not worth doing.
There’s a lot to unpack in here.
First, I agree that SEO needs to be a priority – regardless of budget. But what Beattie is ignoring is the important role social media can play in turbocharging PR efforts, especially for companies that have limited budgets. In my world, limited budget is shorthand for small company, and I know very few small companies that are capable of “grabbing the headlines.”
Limited-budget companies that employ good social media practices of listening, responding and creating solid original content, are not only building brand, they’re laying the foundation for future PR efforts by establishing their subject matter expertise and credibility. I have always had more success with media when working from a foundation we, the company, built, than by working the traditional pitch model.
To be sure, there are companies that are wasting time and money in social media, but that stems more from poor execution than from not belonging in the space. Done right, social media can work for most any company B2B or B2C, and for Beattie to dismiss it as being a waste is shortsighted.
Every so often I run across an article that has me nodding in complete agreement, and this one from Search Engine Land had me doing exactly that. The article – while using the work “tips” – actually outlines four reasons B2B companies need to be involved in social media.
- Influence your online reputation
- Better position your brand
- Engage prospects & customers
- Improve customer service
If you’re not doing these things for your company, others will do it for you. And those others will include customers (happy and not so happy), competitors (looking to gain an edge), and media.
Not only does social media give us the power to monitor and comment on what others are saying, it also provides the opportunity to drive what is being said. It’s an offer that’s hard to refuse and one that can be accepted in 4 simple steps.
Isn’t it time to take the first step?
By day I’m the director of marketing for OptiMine, a paid search bid management solution and I spent last week in Boston exhibiting at Shop.org, a trade show for online retailers. Most of our marketing efforts are executed across the Web and social media is becoming a major part of that. I say becoming because we are a young company, almost four years old, and, as the first marketing hire, I got started only three months ago.
Using a smartphone while on site is a must for anyone who is doing trade shows. There is no better way to capture the activity. For Shop.org I was fortunate to have gotten my hands on the LG Revolution with Verizon service. I say fortunate because it allowed me to accomplish everything I set out to do.
The Revolution is 4G and the speeds are amazing, but the call quality does leave a little something to be desired. While I didn’t experience any problems, I did use the phone to call several people and a few did comment it sounded like I was speaking in a cave.
If you’re looking to shoot video, or stills and upload to your favorite social networking site – for business or pleasure – the LG Revolution is a great option.
My journey into the world of Digital Communications started in 2004 with the idea that I could use video testimonials to drive leads for the enterprise software company I was working for. It worked and, along with my good friends Albert Maruggi and Mike Keliher, I expanded into blogging, podcasting and Twitter. With each step we experienced more and more success. In early 2010 I moved from the client side to the agency side doing the same kind of work for a number of vertical industries.
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Search Wondering Out Loud
- @OptiMineInc is asking #DigitalMarketing to weigh in on the subject of tracking cookies. Voice your opinion here: tinyurl.com/d8j6av8 Tweeted 1 week ago
- RT @OptiMineInc: The Louis C.K. Guide to Online Marketing | Digiday digiday.com/brands/the-lou… via @digiday Tweeted 3 weeks ago
- Update: 4 emails from the same comapny in the same day. The fact that they are a direct competitor makes it even more intersting. Tweeted 3 weeks ago
- Three emails sales emails from the same company in the same day? Anyone else think that's a bit much? #Marketing Tweeted 3 weeks ago
- RT @adotas: @OptiMineInc CTO Rob Cooley is the latest influencer to weigh in on the @IAB ad revenue report adotas.com/?p=50064 Tweeted 1 month ago
- RT @MNRobW: More winners! @malvesschemetow just won $50 in #spintowin @OptiMineInc #eTail Tweeted 2 months ago
- RT @OptiMineInc: We're crumbling the digital advertising cookie in our latest blog post. Marketers should look to impressions: http://t. ... Tweeted 2 months ago
- RT @OptiMineInc: Cookies are nice, but the cookies-only strategy is on life support, VPI is the only approach. bit.ly/13nYTxs #S ... Tweeted 2 months ago
- RT @MNRobW: Come see @OptiMineInc booth 205 @etail_events. Do you know your VPI? #paidsearch #etail_events #palmsprings Tweeted 2 months ago
- Yahoo account hacked for second time in 2 months. May be time to say bye bye to the big Y. Tweeted 3 months ago
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