The World of Social Technologies. To understand the world of social technology, a primer on its terminology is helpful.
- Social networking refers to the tools that allow companies or individuals to communicate, collaborate, or be in community with each other — Facebook, Twitter, and other leading providers.
- Social media refers to sites that allow the uploading of videos, documents, graphics/photos, or presentations and share them with the world by way of YouTube, Scribd, Flickr, Slideshare.net, and others.
- Social relevance refers to a company or individual online reputation or brand. It covers all the methods by which a searcher would form an opinion online.
Besides, several new tasks have the word “social” bolted in front: Social CRM and Social Recruiting are good examples. The umbrella term for all of these is “social technologies.”
Social technologies are beneficial to all areas of an organization, not just for driving revenue. Outside of marketing, many techniques are being used in the world today to lower costs and help organizations get smarter and steadier.
Social tools are leading with the Web itself, in as much as there are benefits for every department. A “word of mouth” marketing campaign can help deliver new prospects through the front door, and a crowdsourcing process can save companies thousands of dollars on a new Web user interface design.
Social technologies are most well known for their ability to help drive revenue in new ways as they fit into the more substantial marketing. To truly understand what is going on in digital marketing, it’s essential to understand the five-element formula comprising digital marketing:
- They are building productive websites. These are the destinations for people to gain access to archived information or to conduct transactions. They will not come to these properties unless they have a specific reason, and websites are not optimized to create ongoing connections.
- They are providing social technologies. These tools create conversations that build ongoing relationships with clients, and establish trust with prospects, to share valuable information.
- Mobile tools. It helps businesses to connect 24/7 with clients geographically and from anywhere in the world. For most companies, the ability to communicate through a mobile device is essential, as clients will want to connect at random times and from arbitrary points of origin. An organization must be ready to make that connection.
- It is driving online traffic. After integrating the three elements above, it’s time to drive a much larger volume of traffic than currently exists into a relationship net. There are many tools available for accomplishing this step, such as traditional advertising, search engine optimization, and pay-per-click campaigns.
- Measurement systems. What gets measured indeed gets done. Once the first four elements are in place and integrated, create a full suite of measurements to understand precisely what is working and what needs improvement.
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