Social Media - A 2009 Perspective

In the past year, it's hard to really put into words the immense impact social networking services Twitter and Facebook has had on us and how we communicate with friends, family and brands.

Being a full-service advertising and PR agency, we dive headfirst into all media disciplines, because it's our efforts reading and researching that are going to bring fresh ideas to clients and prospects alike.

As the one who's nose is always on the social media grindstone, so to speak, I've collected some thoughts on my experience with social media this year. Because social media is a shared experience, I'd like to ask my colleagues to provide their own perspective in future posts.

Here are my top 5 observations about Social Media and how it can help your strategy:

1. It's a lot of work

Our fast-paced, need it now society is ramping up. Communication is getting to a point where if you're waiting for minutes, you're waiting ENTIRELY too long. However, implementing a social media strategy, and managing it properly, takes quite a bit of time and elbow grease itself. Before diving headfirst, always make sure you know the time investment and how you can fit that into your busy schedule.

2. If you don't have a goal, you don't have a chance

Let's start a Facebook page! Follow some people on Twitter! This sounds all well and good, but if you don't have a clear, concise goal for being involved in social media, then you won't see the benefit you really want to see. Set goals. Really think about how your brand fits in with a social media portal. Which leads me to my next point...

3. It's not just Facebook and Twitter

They may have grown the most, but they're a mere fraction of what is really out there. You need to assess the proper portal for your core competency. Where is your audience talking about you or your industry. What sort of content can you create that will encourage people to share? Just because every brand is on Twitter, doesn't mean you need to be.

4. ROI isn't just dollars and cents

Expecting to drive a lot of revenue from your Facebook page? You should probably re-evaluate things. Let's face it, social media really isn't something you should expect to make money off of. It is another way to drive awareness and engage with your audience. Some companies do make money (check out Dell), but we all know it's not part of their overall strategy.

5. HAVE FUN

Almost half of Twitter users follow brands to get deals. They're smart for doing so. However, people are also following brands and celebrities to get a glimpse into a formerly secret culture. People have a natural affinity for information - they always want more of it. Why do gossip mags sell so much? Because "normal" people want to know what these people are really like.

People want to know what your culture is like. It helps them understand more of who you are. When someone interviews for a job or tries to sell you something, they are selling their personality and culture. It works the same with social media. You're sharing culture, personality and emotion - not just product. So enjoy it! Give a deal every now and then, but at the same time - post a picture of an office prank you pulled on HR! That will be just as much a conversation starter as "have you seen our new XYZ series?"

Those are just a few observations. Hopefully 2010 will provide us with a lot more.

I encourage you all to comment and let me know what you think. I'd love to hear some of your observations.

Thanks!