Jeweler should Ready for social media
A recent study by market research firm EMarketers found that 80 percent of leading companies will participate in social-media marketing in 2011, nearly double the number from 2008.
An article written by Pam Danziger, founder of Unity Marketing, explored three ways to tell if a business is ready to explore social media--and if it isn’t, how to get it ready.
First, Danziger says, asses the business’ current level of participation on the Internet. Before venturing into social media, make sure the site has e-tailing capabilities so customers can buy products or services online.
“You need to set up shop in cyberspace, creating a virtual storefront where Internet-empowered shoppers can visit, select items and make purchases,” Danziger writes. “Brochure-only information Web sites won’t cut it in a social media world.”
Second, make sure the business has an email list of contacts and customers that are regularly updated with notices, newsletters and press releases.
“Social media is all about making personal connections, making friends online,” Danziger writes. “That means you need to start with a bunch of friends that already live in cyberspace and that you can meet in the online world.”
The last step in determining if a business is social media ready, Danziger says, is to assess whether or not it has something important to say in cyberspace.
“People have to tune into your special message, they have to search you out and want to share your news and views with each other,” Danziger writes. “So it’s content that will grab their attention, not slick packaging, fancy programming or colorful graphics.”
Developing meaningful content and sharing it regularly and frequently helps to build connections with friends online, she said.
Overall, Danziger said, people introducing their business to social media must be willing to commit their time, energy and resources to developing an online presence with little measurable return on their investment.
“Social media is really a matter of faith, faith that it will produce return ultimately,” Danziger writes, “but when and how much is still very much up for grabs.”
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