The evolution of social media has not only revolutionized the way we communicate, but also how we approach numerous life tasks. For many industries, one such change involves the use of social media as a popular tool for job searching.
For young professionals, networking has long been one of the most effective methods of finding job opportunities and making connections in a particular industry. Today, such networking is exponentially easier through social media. While finding connections in traditional ways such as meetings, conventions, mutual friends, and other social events is still incredibly important, connections can also be found and strengthened through social media such as Twitter and LinkedIn.
The importance of social media in networking varies greatly across different fields. As a Public Relations major, I have found that my field unsurprisingly puts more emphasis on such networking. Before and after PRSSA (Public Relations Student Society of America) meetings, for example, many members follow and tweet at speakers and panel members thanking them for their time and asking additional questions. While phone numbers and e-mails could (and should) be exchanged at the meetings as well, connecting on Twitter provides unparalleled access to their activities, allowing many more opportunities for dialogue and the sharing of ideas.
On Feb. 5, 2014, CVS, one of the nation’s leading retail pharmacies, announced they would end sales of all tobacco in their 7,600 stores by Oct. 1, 2014. “As a health care company, it’s time for us to take a stand and to put our customers, colleagues and patients on a path to better health,” the company said on their Facebook page.
Word spread quickly. As one might expect, there was plenty of positive and negative feedback to the big announcement. They saw more than 10,000 comments on their Facebook post, and without hesitation, CVS responded to some of their customers’ praises and concerns. The company also posted their announcement on their Twitter page.
Despite its relative youth, social media marketing has proven itself to be a valuable addition to the marketing mix. As reliance on Facebook, Twitter, and other social media platforms continues to grow, business owners and marketing managers must educate themselves on the myths and realities of social media marketing.
By recognizing the following six myths, you’ll be better able to improve your social media marketing efforts while avoiding ineffective practices.
1. Social Media Will Let Me Reach Only Younger Customers
It’s true that much of the audience for social media is younger, and much of the driving force behind it rests with teenagers and young adults. However, it is a mistake to believe that only the young are using social media effectively and enthusiastically.
A recent study by Pew Research Center and Docstoc show 77% of the age cohort 30-49 years old are using social media, and 52% of the 50-64 cohort. Arguably as interesting is that overall usage among 18-29 year olds is dropping for the second year in a row. At 83 % it’s not hugely more pervasive than the next-older cohort; both are significant numbers. And if you’re a B2B marketer, Forrester tells us all business decision makers use social media, regardless of age.
Nearly three-quarters of all internet users use social media and it is the content produced by social media writers that influences them. Unlike copy writers, social media writers are a highly specialized and creative lot. They’re both in demand and compensated well for their services. Are you interested in becoming a social media writer? Develop these 5 skills and you are well on your way:
1. Develop your writing skills. Readers choose to invest their time reading content that satisfies a want or need. In exchange for their time, they expect a return. Do readers read your work from beginning to end? Do they say you are a good writer?
2. Develop your online research skills. Good social media writers thoroughly research the product or service they’re writing about. They also research those they are writing to attract. Finally, they correlate the marketing goals of their clients with the wants and needs of those who are buying. Do you utilize the web to conduct product, service, and demographic research?
Having studied psychology in college, I've always had a curiosity about the intricacies of the brain. Of all of the possible ways disease can render the human body nonfunctional, to me, mental disorders are the scariest because they take away who you are, not just what you can do.
My interest in psychology probably started when I watched the film Sybil staring Sally Field. The movie is based on the life of Shirley Ardell Mason who suffered from dissociative identity disorder, then referred to as multiple personality disorder, and the treatment by her psychoanalyst Cornelia B. Wilbur. At any given time, Sybil could manifest one of 16 completely different personas.
It's fascinating stuff, and like many topics in psychology, it has a logical tie-in to marketing. After all, isn't marketing really the psychology of buying and selling?
A healthy email marketing program can manifest multiple personalities at any given time. Companies that are very successful at email marketing are those that learn to harness, control, and manage these varied and unique personalities in productive ways.
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