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Social Media – not just for Millennials

A recent Neilson Report  provides the numbers to make clear what was already widely known in the industry. That Millennials (18-34 years old) are not, as is often believed, the primary users of social media and that other target audiences can be successfully reached this way.

In practice the biggest users  are those of Generation X (35-49 years) spending about 7 hours/week on social channels – up to 20-25% of their total online time. Millennials use social channels for about an hour less per week with Baby Boomers and older users (50+) now spending about 4 hours a week on social media.

The report also highlights the continuing reduction in internet access via personal computers with the rise of smartphone and tablet browsing. To make sure that you have access to this market ensure that your business  has a website that is easy to use on mobile devices, especially as Google search  on mobile devices now actively downranks sites that are not mobile-friendly.

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What’s to learn about business social media?

Surely setting up a social media presence for your business is easy? Just get signed up for Facebook, Instagram Twitter and Co, post some stuff and you’re rolling.

While you might feel comfortable using social media as an individual (or not), some forethought and a plan will useful in marketing your business.

The first thing to be clear about is that you are you and your business is your business. Even if you are a one (wo-)man band it’s essential to put that proverbial clear blue water between your life and your business. For example by creating Facebook Pages for your business – you can have as many as you like. Don’t use your personal Facebook account, or worse, create a mythical individual for this. Do you know the reasons why?

Which social channels should you use? Instagram is great but can you do business there? If you are selling products whose value depends upon their design (aka look pretty) this could be a great place for you. Possibly we could flip this proposition on its head for LinkedIn?

But – I hear you yell – Free marketing is free marketing. Why not be everywhere? That’s fine, if the worse that happens to you is that you are ignored and just wasting time and money.

The important thing to understand is that Social media provides a method for human beings to connect and engage. Being social, just as if you are having a conversation at a party, is essential for success on social media. Keep in mind that, as in the real world, people might be independently talking about you or your business on social media.

Do you know what they are saying? Are you thanking those doing marketing on your behalf? Are you encouraging this?  Are you aware of any critical voices? Are you sure you are ready to engage in conversation? Do you have a strategy to manage and develop these areas?

Social media isn’t a standalone thing. It links into your other marketing communication, to SEO and content marketing. It’s there to help with relationship building, advertising, lead generation, sales, customer service, and much more.

Social media is exciting. We’d like to share our enthusiasm with you.

Consensus Thinking

Gaining consensus thinking within an organisation is as important as having well defined company procedures, if business initiatives are to work effectively. This applies to a range of situations such as selecting which brand values to promote in marketing materials or for describing the work flows in different parts of the business. If everyone assumes a different idea about how things should be handled, the resulting messages will be unclear and the results conflicted. Getting consensus thinking on basic concepts is an important first step in achieving clear communication. Continue reading “Consensus Thinking”