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05 March, 2010 1

Effectively Incorporating Social Media Applications into Your Business

By Sam Pascua

If you have yet to play in the world of social media, then prepare to be overwhelmed at first. The number of websites, options and users in the field is astronomical and the figures continue to grow exponentially. Though overwhelming, the rapid growth of social media demonstrates its popularity in the modern world, as well as its importance for businesses and consumers.

Businesses, brands and personalities that have grasped the concept of social media are experiencing wild success. They receive real-time feedback from their customers and fans about their products and services, while providing their customers with an experiential marketing experience, rather than simply providing a basic service or product. When used correctly, social media can enhance the relationship between businesses and their consumer and enforce brand loyalty.

Which Social Media Application is Right for Your Business?

Once you decide to enter the world of social media, your next decision is to determine your placement. Just the fact that a dozen different applications are available doesn’t necessarily mean you should be involved with all of them. Here are brief descriptions of the most popular social media techniques:

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20 August, 2009

If the Twitter community was 100 people…

By Sam Pascua

puts things into perspective

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07 August, 2009

Using Social Networking Tools in a Down Economy

By Sam Pascua

In a sluggish economy, companies of all sizes are slashing marketing budgets, yet the need to build relationships with existing customers and reach out to new customers is stronger than ever before. In response, many companies are turning to social networking tools and reaping rewards in terms of sales growth and profitability.

Social networking tools, also known as Web 2.0 tools, offer a low-cost way to facilitate relationship-building, communication, and regular interaction among customers and companies. Companies are choosing to use these new tools in different ways and, consequently, are achieving varied results.

For example, the online shoe-and-clothing store Zappos.com heavily uses Twitter and Facebook to create interest and buzz around its products. Almost one-third of Zappos’ employees are using Twitter on behalf of their employer, and the company’s CEO, Tony Hsieh, has more than one million followers, making him one of the most popular users on the site.

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05 August, 2009

The Surprising Impact of Twitter

By Sam Pascua

When Twitter was first introduced, it seemed to be nothing more than a novelty. It offered people a way to send “tweets” about their life, in succinct 140-character blurbs. Interesting? Perhaps. Useful? Perhaps not.

But since Twitter’s introduction, its popularity has spread like wildfire. Millions of users send tweets throughout the day, and although the content of many of those tweets is mundane trivia about what people are doing at the moment, other tweets cover more substantive, newsworthy topics. Some individuals now attract thousands of followers, with tweets being disseminated more broadly than ever before.

Twitter has taken on a life of its own. People are using it in ways that were never foreseen by the individual creators. Some of the new uses are slight modifications that have significant implications. For example, users have begun tagging tweets related to a specific event with the # sign, so that #inauguration allows people to follow messaging threads about inaugural events, and similar tags can be used to discuss conferences, national disasters, and more.

Other users began using the @ symbol to reply to other tweets, directing their response to a particular user. The convention was adopted rapidly, impressively changing Twitter’s isolated tweets into interactive conversations where users can speak directly to one another.

In addition, more than 11,000 applications have been created by developers, taking Twitter in new directions that the original creators never envisioned. Summize created a way to search live streams of Tweets, providing an easy way for anyone to find up-to-the-minute comments on breaking events. SickCity tracks references to illnesses in Twitter, potentially alerting medical professionals to epidemics. Activists in China and Moldova have used Twitter to organise public demonstrations. Each new application adds a new layer of depth and richness to the Twitter experience.

Some people lament the way that users spend hours glued to their cell phones and other mobile devices, tweeting their friends and colleagues. They argue that this type of instant communication deprives people of more meaningful, richer person-to-person interactions. However, the opposite argument can also be made. As people use Twitter to comment on world events, they are actually becoming part of a large audience enjoying a shared experience. A few decades ago, unfolding events were seen on television and discussed among family members. Nowadays, users can discuss those events in real time with a much wider, more diverse group of interested observers.

And, contrary to skeptics’ objections, in reality the conversation is not limited by the 140-character tweet size, because users often use Twitter as a pointing device to direct their followers to other online resources, such as news articles, blog posts, and videos, or even charitable causes. This type of redirection has become so popular that some websites are reporting that the amount of traffic they receive from Twitter, Facebook, and other social networking applications is now greater than what they used to receive from Google search engine results.

Perhaps Twitter’s greatest legacy will be that it allows people to keep up on each other’s lives in an increasingly disconnected world. A typical user is connected to relatives, friends, colleagues, and a few celebrities. Even if there is no actual interaction, people feel connected simply by knowing what is happen in the daily life of others. While some complain about the intrusion of technology in our personal lives, others embrace it as a way to improve communication and interpersonal relationships.

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03 August, 2009

Twitter Popularity for Sale

By Sam Pascua

Back in the good old days, a business’s popularity could be measured by the number of people who subscribed to its e-newsletters. Then it became a question of how many “friends” a business had on Facebook. Nowadays, it’s all about how many Twitter followers you have.

Building up a large base of followers takes time. You have to create a Twitter user account and regularly post interesting, informative tweets that are relevant for your target audience. If you’re successful, people sign up to follow your tweets, recommending your account to their family members and friends, thereby causing the number of your followers to grow exponentially. If you’re not as successful, building up a strong base of followers can be a slow, frustrating process.

twitter

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