Does Social Networking Mean The Same As Internet Marketing
The short answer is no!
The longer answer is that social media can be used for marketing purposes, but that is not what its purpose is for most people.
Members of sites such as Facebook and Myspace usually tend to join for social reasons such as hanging out with friends, although business networking is becoming a stronger part of life online at Facebook.
Linkedin members are there to network for business, but this still doesn’t give people the right to send offers out of the blue, especially if they haven’t bothered to build some sort of relationship first.
Social marketing is better defined as Relationship marketing.
Marketers who think in terms of relationship are more likely to have success than those who are simply out to add people to some giant list.
I have a giant trash folder that most of their messages end up in. In fact, 98% of the marketing messages that I receive end up there, including a lot that I have subscribed to at some stage or other.
My mate Phil reckonsthat it is probably because I don’t respect the marketers that send them, and I think that he has a point.
Who Is Actually Buying Stuff Online?
I have been interviewing a lot of people offline lately.
While my little survey is hardly scientific, and is limited to people in my own locality, I think that it should give food for thought to many so called Internet marketers.
Most of the people that I have been talking to go on line for specific purposes.
The main reason being email, followed by looking for news and information.
Some, but not many people aged around 45 or older, go online to use Facebook or Myspace.
Some older ones use Skype and MSN to keep in touch with family and friends who have moved, or who are traveling.
Very few buy things online, apart from sites such as Amazon and Ebay.
Many are afraid to use online banking facilities, and most have never heard of payment services such as Paypal.
The group that I have been interviewing cover a cross section of social groups and education standards, and would mainly describe themselves as ‘middle class’.
A lot of marketers see the growth in Internet usage as proof of the fact that there is a giant market there for them to exploit.
And Indeed There Is, But…
That market may not be as strong, or as interested in what the majority of internet marketers are offering for sale.
The sheer number of people using the net does mean that there is money to be made, but seeing people as little more than a chance to make a sale isn’t going to bring results.
Positioning yourself with products that will sell, providing good customer service and value for money will all help.
Looking at the people that I have been talking to, the thing that comes through the loudest is trust, and/or the lack of it.
Building relationship, and letting people get to know you, as well as being open and honest are the ways to build trust.
That’s my latest rant on the topic for the day, what do you think?
By the way – I’ve started playing around on Hub pages. Check my profile here!
If you are already a member, make a comment either here or on my Hubs, and I will come check you out too!
Cheers – and keep smiling! It makes everyone else wonder what you’re up to… 😀