influencer marketing

Social Media: ‘Evolving, Not Just a Fad’

What may seem like a fad to some is actually a serious evolution in people’s need to connect with family, friends and brands. Social media has already evolved and will evolve even more, but unless you engage, you will never know when it has evolved to something else.

What may seem like a fad to some is actually a serious evolution in people’s need to connect with family, friends and brands. Social media has already evolved and will evolve even more, but unless you engage, you will never know when it has evolved to something else.

Social media has exploded onto the firmament, but is it just a fad or here to stay? One Millennial expert says social media will hang around and evolve.

“Social media staves off extinction by creating new updates and evolving in order to keep their users interested,” writes Sophia Meyer*, a senior at the University of Oregon’s School of Journalism and Communication. “Twitter has evolved from being a place to tweet about what you ate for breakfast to a hub for news sources and live updates.”

Social media staying power and adaptability erases the excuse for many business leaders to wait out its demise. In fact, the evolution of social media argues for why it is imperative to hop aboard.

Sophia Meyer wrote an essay about social media’s staying power as part of a job interview as she prepared to graduate and enter the professional PR job market.

Sophia Meyer wrote an essay about social media’s staying power as part of a job interview as she prepared to graduate and enter the professional PR job market.

“Social media users today are not only using social sites to connect with their friends and peers, but they are increasingly using them as their primary news source,” Meyer observes. “The popularity of social media and the opportunity it provides for engagement with customers has made it the number one tool for companies to build their brand and target specific audiences.”

Where once social media was a medium to share your “status,” it has evolved into a platform to share content, including commercial content, Meyer says.

There may be a better venue down the line, but for now social media is the key channel to connect with potential customers and deepen loyalty with existing customers. A big piece of evidence is the rise of influencer marketing. Influencers, who can range from celebrities to bloggers, rank nearly as high as friends in trust and the ability to influence a buy decision.

Meyer suggests social media is not your grandfather’s phone book. And you shouldn’t expect social media to be your grandson’s fave.

“Social media is an ever-trending topic that has seen its fair share of positive evolution, and even fails,” she says. “One thing can be certain, however, social media is here to stay. While its users change and evolve, its features change and evolve, and its content evolves, individuals will always demand social media in one form or another.”

That is a nuanced argument for jumping on the social media bandwagon to avoid missing the next trend because you haven’t experienced the current one.

“Humans will always desire to connect with each other, share their thoughts and opinions, and consume a variety of content,” Meyer asserts. “Social media remains, and will remain, the main hub for all of those human needs.”

*Sophia Meyer, Gary Conkling’s daughter, wrote an essay about the longevity and adaptability of social media as part of a job interview.

Gary Conkling Image.jpg

Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

 

Cheap Ways to Make a Marketing Impression

Influencer marketing, using bloggers and social media promotion, is one way to stretch a scrawny marketing budget.

Influencer marketing, using bloggers and social media promotion, is one way to stretch a scrawny marketing budget.

If you have a scrawny marketing budget, all is not lost. There are inexpensive ways to make an impression. Here are three suggestions:

Influencer Marketing

Find people who influence buying decisions for others. Bloggers with substantial followings are a good example. Their followers pay attention to what they say about food, technology, travel or all kinds of other subjects. Approach a few bloggers who connect with your target audience. Ask them to sample your product, use your service or review your offering and then write about it in their blog.

Writers who monetize their blogs may ask for compensation, but what they charge is far less than advertising and their reach is more targeted because bloggers have created a community filled with your potential customers.

If tracking down bloggers relevant to your marketing pitch seems too daunting, there are services that can help, such as Find Your Influence, which is effectively an automated dating service matching advertisers with bloggers.

YouTube and Other Video

Short, catchy videos are popular, and thanks to advances in technology they have never been easier and cheaper to produce. YouTube presents a perfect open-air theater to post them.

Most videos don’t go viral, but many of them get a good number of views. The key is to make videos worth watching, put them in an accessible channel and let the right people know they exist.

Instead of thinking like a Hollywood movie director, ask a teenager to help you. Videos are second nature to young people, as are the increasingly simplified tools to produce sophisticated video content. They might even be able to show you how to make the next video and you can pay them with a gift card at Taco Bell.

Once you have produced your video and posted it on YouTube, you can encourage people to watch by emailing friends or people on your customer list. You also can promote the video on Facebook, Twitter, Instagram, or other networks depending on who you are trying to reach. Email marketing, assuming you’ve collected emails, is basically free. Promoting a video on social media can be cost-effective, too. The video also can be featured on your website and in your blog.

Street marketing requires a creative costume, something appealing to hand out and a willingness to throw inhibition to the wind.

Street marketing requires a creative costume, something appealing to hand out and a willingness to throw inhibition to the wind.

Street Marketing

Some of the most creative marketing ideas ever have involved street marketing. KFC once hired hundreds of people to dress up like Colonel Sanders and roam around New York, ending the day by sitting in a large bloc of seats at Yankee Stadium. The caper attracted gobs of media coverage and sparked lots of curious conversations.

You don’t need a 1,000 Colonel Sanders to create a stir. All you may need is a few volunteers willing to hand out your product on street corners while wearing logo-bearing T-shirts and funny hats.

KFC got major headlines and earned local goodwill by dispatching a Colonel Sanders look-alike to fill potholes in Louisville. You could identify a good cause – with or without involving asphalt – that connects with your product or service and convinces local TV stations to cover it.

Street marketing is an untapped source of nearly free advertising for those willing to throw inhibition to wind, dress up in a costume and do something kitschy or compassionate. In addition to some exposure and community buzz, you also will be giving your brand an injection of personality.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.