Social media trends

Four years ago when I started talking to clients about social media and the need for it in their marketing efforts, I mainly got blank stares. Three years ago when I approached them again on the topic, most were of the opinion it was a passing fad. Two years ago, all but a few of our B2B clients had adopted some level of social media marketing and are glad they did. Again this year, I will tell my clients where social media is going and why I recommend they go with it. So after thorough research and review of what other industry experts predict I share with you my top six predictions (out of more than 100 legitimate trends) and how your business can utilize them to set a few strategies forward toward greater success in what will hopefully be an improving economy. Who doesn't want that?

1. Social media will no longer be a shiny new toy.

Today, I doubt there is one person reading this article that still believes social media is a trend but rather the new way we communicate. As business owners and managers we must adapt. This year, most companies will develop social media budgets. It will be integrated into overall marketing strategies. Social media ROI will become more important and more sales will come from social media contacts. Most companies will start using listening platforms to get feedback. Customer service will become more social. By this time next year, social media will no longer be "social media" it will be an integrated, unquestionable component of online and offline marketing plans.

2. Employers will see the need for social media corporate policies.

Even if you have chosen not to listen to it, most company owners realize people are talking about them online. And, they know that their employees are engaged in social networking, often on company time. If you're still deciding whether to have a social media presence, one thing is for sure: You should consider having a social media policy. Just like figuring out how to deal with email years ago, now companies are now addressing how to deal with Facebook and YouTube. Unfortunately you need to concern yourself with less-than-smart decisions an employee may make (and post a bad comment or video about you or your company). But also, The Federal Trade Commission recognized the popularity of social media marketing and released widely anticipated guidelines that govern how bloggers and social marketers disclose affiliations with companies when they discuss and products they endorse. Adopting a social media policy outlines for employees the corporate guidelines or principles of communicating in the online world, sets clear limits, and serves as a liability and risk control device. Companies such as HP, IBM and Intel have already adopted social media policies. This year thousands of more companies will follow suit.

3. Videos will become a marketing mainstay. Online video viewing has skyrocketed and will safely remain at the top as the most popular online activity. As it continues to rise, companies will increasingly incorporate viral videos into their campaigns to engage audiences. Viral video analytics are becoming sophisticated which will better enable company owners to gauge their success. Facebook has video-sharing applications. This will lead to an even more strategic approach to video use. It will no longer be a matter of uploading a video to YouTube and "seeing what happen." It will be utilizing online influencers, applications and paid placements to enhance and broaden the success of videos.

4. Social media has becomes local. As a local business owner you've probably thought, why do I care if I have great visibility online in Chicago? Thanks to new innovations, you no longer have to worry about that. Relatively new networks such as Foursquare are touted for the focus on making networked activity local and mobile. Foursquare is a mobile gaming app that uses geo-tagging technology to help users find and share new bars, restaurants and other venues with friends. Available for several dozen cities worldwide so far, it will expand its reach in 2010, and gain new users and venues in existing locales. While Foursquare is a leading player in the emerging category of applications that leverage the convergence of smartphones, GPS and the social Web watch to see giants like Facebook and Twitter to add location based features. The business advantage here is pretty obvious the ability to connect with potential customers that are within a few feet of your business.

5. Marketing is going mobile. Think about how much you are on your phone. Unfortunately for my stress levels, I'm on mine constantly, texting, emailing, social networking, surfing the net etc. Facebook has more than 65 million active mobile users, Twitter sees 20 percent of tweets stream in from mobile devices, and mobile video watching on sites like YouTube is up 52 percent in 2009, according to a study published by Nielsen. It's a wide-open space to connect with your clients or customers where they are when they want your information. People will shop and buy things on their phones. Business will complete transactions on their phones. Technology, innovation and new features will make cell phones central to social media and an growingly important platform for businesses. Luckily for smaller businesses, apps no longer cost thousands of dollars to develop with do-it-yourself solutions like SwebApps.

6. Integration will be the reality. A single, cohesive experience across various platforms as well as products. Web, video, mobile and even TV will be blended into one experience. We're already seeing an initial push towards this with the growth of third-party applications that integrate a company's social media. Developers like Involver offer free Facebook apps that enable your audience to view your YouTube, Twitter, blog, etc without having to leave your Facebook page. The increase in the use of smartphones and apps will also drive this trend.

So what do you do with this information?

* Jump in. Quit putting off launching or expanding your social media strategy because you don't understand it. Invest some time in educating yourself and some money into a campaign. Even if it means pulling dollars from other marketing efforts.

* Set goals. Don't just put up a Facebook page because you think you need to or Tweet because you've read about it. Figure out what you want to accomplish with social media and put a strategy together.

* Go local. Make sure you are listed online locally on sites such as Yelp and Google Maps, and get involved in local social networks. Form local groups on Facebook.

* Try something new. While the big three Facebook, LinkedIn and Twitter still rule, there are hundreds of social sites, blogs and forums and new applications coming out everyday that might be applicable to your business. Do some research.

* Make a video. Whether you use a professional service for a nice video on your website or the camera on your smartphone to shoot a viral video put some thought into how videos can attract and engage your current and potential customers.

* Provide incentive. You have to give people a reason to follow you or become a fan. Talking about your business all the time is not a reason. Social media is just that social. Offer exclusives to your fans and followers discounts, coupons, special offers, new launches- something beneficial for their loyalty. Or offer something fun and personal such as a deal or a game they can't get elsewhere.

* Create a corporate social media policy. Look up other company's policies and make sure yours is in line with your company's other policies. Set standards, expectations and limits for communication and behavior and make sure everyone is aware of them.

* Think mobile. Is there an application that you think would provide benefit to your customers that might be worth spending a few hundred dollars to develop?

* Revisit your Web site. It's the anchor to all your social media and marketing efforts. How long has it been since you've updated it? Is it functional? Is it optimized for search engines? Does it incorporate modern social media tools?

Tierra Bonaldi is a partner in MassMedia Corporate Communications and heads up the firm's interactive division MM2. Contact her through: www.mm2interactive.com.