We have all heard stories of teenagers informing the world via Facebook of a planned party, with disastrous results! But it points to a truth: no sensible music event, festival or gig would dream of setting up without a Facebook presence. Bands and performers use social media to build a fan base and keep it informed of their plans and movements. It is fair to say that in these cases, social media leads the way, with the web site complementing its more 'buzzy', up-to-the-minute feel.
Not Just Teenagers Any More...
Still for those who haven't invested time in creating a Twitter profile and presence, the overriding view is likely to be that it's a waste of time. Why should we be worried about what someone had for breakfast? Who cares about what people are tweeting during the 'X Factor'? Isn't social media dominated by yóung people who use it to exchange the minutiae of their lives?
In fact, the most significant growth in recent years among social media sites has been from users aged 50+. This has steadily driven up the average age of users. The average age of a Facebook user had reportedly risen to 38, with 61% of users older than 38. The average Twitter user was 39, with 64% of tweeters older than 35.
Not Just Teenagers Any More...
Still for those who haven't invested time in creating a Twitter profile and presence, the overriding view is likely to be that it's a waste of time. Why should we be worried about what someone had for breakfast? Who cares about what people are tweeting during the 'X Factor'? Isn't social media dominated by yóung people who use it to exchange the minutiae of their lives?
In fact, the most significant growth in recent years among social media sites has been from users aged 50+. This has steadily driven up the average age of users. The average age of a Facebook user had reportedly risen to 38, with 61% of users older than 38. The average Twitter user was 39, with 64% of tweeters older than 35.
No wonder, then, that businesses are now seeing social media as a significant force for business. Many major corporations acknowledge this by seeking to build a social media strategy to communicate and engage with their customers. At a more human level, Twitter and Facebook can be used to drive viewers to a web site. Have you made an interesting post on your blog, an important update to your Facebook site, launched a product on your web site? Then why not alert your followers on Twitter?
Facebook as a Complement to a Business Web Site
Making the most effective use of social media for business purposes is a subject in itself, and heavyweight businesses and brands team up with expensive agencies to try to figure it out. For now, therefore, I shall limit myself to the observation that people like to engage with other people. It's realistic for businesses with a social aspect (after all, it's called 'social media') to hope to make an impact via social media without such an expensive approach.
In developing web sites , We was very much aware of the need to achieve a balance between appealing to the new visitor, probably interested mainly in the food offering and amenities, and the regular crowd, more interested in the social gossip and upcoming events. The former is very likely to be put off by pictures of the pub bore leering into the lens, or the guy who specializes in falling off his bar stool! For the latter, a feeling of real involvement is probably hard to achieve on a conventional web site, even with regular updates and the easiest content management system.
But here's the rub: it's not enough to just set up a profile on Facebook or Twitter, integrate them with your web site, and expect amazíng results. You need to do the work, in building up a base of followers, and in presenting content. More than anything else, to be consistent. This doesn't mean tweeting or posting about every little thing. In fact, that may be the worst thing you can do. On the other hand, even if your message is a serious one, you must remember to ENTERTAIN your followers now and again. Just like life, it's about balance.
Facebook as a Complement to a Business Web Site
Making the most effective use of social media for business purposes is a subject in itself, and heavyweight businesses and brands team up with expensive agencies to try to figure it out. For now, therefore, I shall limit myself to the observation that people like to engage with other people. It's realistic for businesses with a social aspect (after all, it's called 'social media') to hope to make an impact via social media without such an expensive approach.
In developing web sites , We was very much aware of the need to achieve a balance between appealing to the new visitor, probably interested mainly in the food offering and amenities, and the regular crowd, more interested in the social gossip and upcoming events. The former is very likely to be put off by pictures of the pub bore leering into the lens, or the guy who specializes in falling off his bar stool! For the latter, a feeling of real involvement is probably hard to achieve on a conventional web site, even with regular updates and the easiest content management system.
But here's the rub: it's not enough to just set up a profile on Facebook or Twitter, integrate them with your web site, and expect amazíng results. You need to do the work, in building up a base of followers, and in presenting content. More than anything else, to be consistent. This doesn't mean tweeting or posting about every little thing. In fact, that may be the worst thing you can do. On the other hand, even if your message is a serious one, you must remember to ENTERTAIN your followers now and again. Just like life, it's about balance.
No comments:
Post a Comment