I recently read the Social Media Marketing Industry Report on How Marketers are Using Social Media to Grow Their Business by Michael A. Stelzner and following my opening remarks at the ATEC Backpacker conference that I am not certain social media work entirely in tourism I drew together the following ten questions that I think need to be considered in social media marketing:
- How can social media help to build or brand and reinforce our credibility among consumers?
- Can using blogs, videos, podcasts, tweets and status updates help us market our products, or do they just get in the way of our message?
- It is true that social media marketing is better suited for branding than direct response?
- How can I know if campaigns are working and what is a good return on investment?
- Is there a system or a plan that can be produced?
- How do I deal with the issue of proximity to travel products in social media marketing?
- How do I convert lookers to bookers?
- How do we create cashflow?
- What generates sales?
- Is it true that people do not want to receive marketing messages in social media?
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My 2 cents:
Besides the rare exception – the only ones who ever even suggested that web 2.0 and social media marketing would be some holy grail, were the ones selling it.
IMHO – social media is not a business channel – almost the complete opposite.
The websites and online approaches that work are the ones that are clear and simple.
Having said that – social media can carry a good business message faster than any other channel – it just can’t actually be marketed to do so.
If people like something it will naturally spread. This to me is the power of this medium.
There are also some very influential people in the land of social media – who, if on your businesses good side, can help tremendously.
Anyway – probably missed the mark and off topic in some ways with the above post – just never been a twitter, mashup or even blog fan (for businesses).