Social Media is not a Want…It’s a Necessity

Social Media is not a Want…It’s a Necessity

Jul 2, 2012

Where does Social Media fit into a company’s overall marketing communications budget alongside advertising (print and broadcast), design and printing (and distribution) costs for all print materials (brochures, newsletters, press releases, direct mail pieces), Website development/upgrade, email, trade shows and public relations?

The team wants to make the case for putting it at the top of the list.

A survey conducted by Simply Zesty found that businesses using social media marketing are dedicating an increasingly large portion of their resources to the channel. Many of these companies are leveraging both paid and unpaid social channels and seeing greater Web visibility as a result.

According to the study, businesses said they expect social media marketing to account for nearly one-fifth (19.5 percent) of their budgets in the next five years.

Currently, the average company is investing 7.4 percent of their available funds in social media marketing, Simply Zesty found.

B2C companies are spending the most on social campaigns at the moment, especially those in the products sector. These organizations spend, on average, 15.3 percent of their budgets on social, compared to 11.7 percent in consumer services.

Meanwhile, B2B product-oriented companies dedicate 6.2 percent to the channel.

B2B service providers allocate 7.4 percent of their budgets to social.

To get a knowledgeable industry insider’s opinion, we turned to SEO expert Steve Wiideman’s That Training Guide, a destination website for keeping up with marketing tactics, advanced online promotion strategies and industry secrets in SEO, affiliate marketing, PPC advertising, email marketing, banner/media advertising and more. Steve’s response: he’s recently been asked about that very issue.

Why Buy Social Media?

Said Steve: A question asked by one of my favorite clients today:

“The company owner doesn’t really buy into social media so we have a constant struggle to explain the value. I was hoping you could give me a few sentences that explain the relevance of building an SEO plan that includes a social media presence.”

Steve’s Answer:

Seven to 15 percent of Google’s algorithm includes social media signals, according to SEOmoz.

Imagine your business on a tiny island in uncharted waters. Now…

  • Chart the waters and give free tours of the area with a comedic host and free stuff.  
  • Put posters up in malls and on bus stations.
  • Give away free t-shirts and funny buttons you’ll see all around town; maybe your Mom is wearing one and you’re like “where the heck did you get one?”
  • Have our company personality/ambassador pop-up at the bottom of TV screens during primetime shows pointing at the website address.

That’s pretty much social media in a nutshell – marketing without the media expense.

Social media builds authority, and authority is a ranking signal.

Social media also builds brand awareness.

Google’s Vince & Penguin updates had to do with brands getting more trust and higher placement.

When someone says something negative about your company, you can spend a fortune ($4k on up) on an SEO firm to “clean up” results in Google, OR…

You can have 2,000 brand advocates and followers beat up the person saying negative things on your behalf (without being asked to) because you’ve built relationships with them and they love you.

When you search for us in January of 2013, the entire first two pages of Google will be our brand, starting with our target domain, followed by a popular Facebook page, Twitter profile, LinkedIn company page, YouTube channels, playlists and videos, along with 15 other video and social platforms.

A competitor will NEVER be able to place above our brand name because we’ve made our social profiles extremely liked/shared/tweeted/+1’d and just awesome and popular in general.

Social media isn’t a want, it’s a necessity.