Posted January 5, 2010 11:15 am by with 13 comments

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Social media is gaining greater acceptance across all levels of business from the SMB to the multi-national enterprise. No surprise there. What is beginning to play out though is the fact that the space is new and evolving. As a result, some of the techniques or tactics that seem to be the ‘norm’ are now being seen a bit differently. Why? Because there may be other things that just work better. That’s where the evolving part comes in.

eMarketer reports on a Marketing Profs survey (this link is for a synopsis of survey that is for sale and we are not in any way associated with that sale) from earlier in September 2009 that shows what is usually done on some social media outlets isn’t what is driving results.

The most common marketing tactic used on Facebook was attempting to drive traffic to corporate materials through status updates, followed by friending customers.

But the most effective tactic for consumer-oriented companies was creating a Facebook application, which was done by less than one-quarter of total respondents.

The chart below tells the rest of the story:

Now that’s for Facebook. Apparently the same rules apply for Twitter.

Like those on Facebook, marketers using Twitter were also most interested in increasing traffic. Driving traffic by linking to marketing Webpages was the most common activity on the microblogging site, followed by driving sales by linking to promotional pages. But again, the most effective tactics were different.

So what was Twitter most effective at for companies? Online reputation monitoring and management. Sure you can drive traffic to your site but there is always the question of the quality of the traffic you drive. As for responding to a negative comment or seeing your brand get trashed? That’s easy and obvious to spot and there is no real wiggle room. It is what it is. As a result companies need to respond and there is a ‘measurable’ result. Here is how the rest of the uses panned out.

So where are you on this one? Do you use social media in ways that may not be talked about in the mainstream but have yielded success for you? Remember, it’s OK to share because it’s about social media. No secrets here ;-).

  • Very informative… Twitter and Facebook are just the way people are communicating in the current market.

    The B2B and B2C information was very interesting as well. These seem to be effective areas to look for brand buildin activities – particularly in the B2C space.

    • We’ve had some good success running contests that encourage sharing. We were pretty early to that game, though, and as more people/brands have done the same thing, the more spammy those contests look, and the less effective they have become.

      As for Facebook apps, I think they’re money, IMHO. Just sayin’.
      .-= Nate Kartchner´s last blog ..2010 Social Media Resolutions =-.

  • Shyam Kapur

    This is an excellent post. 2010 is going to be the year where social media monitoring becomes a “must have” rather than a “nice to have” component of business success. One powerful tool I would encourage each business to check out is TipTop

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  • Very interesting results. Prospects and clients always ask me if it’s worth their while to do SM. I tell them they have to try it, because nobody really knows yet across the board how effective SM is for one business vs. another.

    Thanks for posting!

  • It’s no surprise that the more human interactions are what resonates on both platforms. Brands pump out or linking to impersonal brand messaging are likely wasting the opportunity to make quality connections with some of their biggest advocates.

  • Interesting post, Frank. It’s great to see the comparisons between B2B and B2C social networking interactions.
    For us (B2B online reputation monitoring) it has been helpful to use a combination of social media to connect with potential clients: Twitter, corporate and personal blogs, forums, video-sharing sites, etc. It depends on the industry and who is where and doing what on which network. For internal communication, a corporate wiki, Skype, and e-mail are invaluable (and there’s also some Facebooking going on 😉 ).


  • .Social networking sites are still a good way to promote your blog, website, posts and articles. I use some of great networking services for promotion of my blog and I get really good results. I suggest my friends to promote their blogs on social networking sites.

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  • no doubt twitter is currently one of the best primary sources for ORM and intervension in business, product and brand reputation management situations – amazing for direct customer service/feedback in real time.
    .-= Jake Matthews´s last blog ..SEO Gemini =-.

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  • Really useful post, thanks Frank. From a crisis management perspective it’s interesting to see how many companies claim to be using Twitter to be monitoring for and responding to issues in real time. Experience would suggest it’s not nearly that high, but at the very least it shows that companies recognise what they should be doing. Keep up the great work!

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