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In the last several years Social media has barged onto the marketing scene in a big way. Some might say it just sneaked up on them when they least expected it – while die hard web users will maintain that it has been a little while in coming. Some platforms have come and gone of course (MySpace, anyone?) – and some have really taken off (Twitter, Facebook, LinkedIn). With this explosion in the use of social media, many search engine specialists have said that “social media is how marketing is done now”. I have to say, I both agree and disagree.

Social Media can be great for your business – great opportunities for marketing. Awesome with local search, etc. But do I think this is now the one and only way to market your business? No way. Do I think that Search Marketing, in a more general sense, that includes social is the one and only way to market your business? No, but it is the best, most cost effective and targeted way to market your business.

Just a couple of the more salient points in the argument – search engine marketing helps people who are actively looking for your product or service to find it – they don’t have to know who you are first. Social media primarily helps spread the word among friends and followers. Someone has to know who you are first, even if you initiate the relationship – it’s not going to go anywhere if no one knows who you are – so search engine marking needs to be the first priority when planning a marketing budget for your web site. This will lay the ground work for any social media and local search. I mean, if you are gonna use local search, you should probably optimize for it, especially if you are offering goods and services that are locally based, as in they can’t be shipped. If you are a dentist or install pools, you’ll want to optimize for your locality as well as the goods and services you are offering. Once you have that all in place, or concurrently, you’ll want to get into social media to “spread the word” – social media really is the new word of mouth advertising – so you should use it to your advantage as much as possible – and track what is being said about you online. People are much faster to complain about a restaurant or other business via Twitter or Facebook, than they are to promote it – so if you want it to be used to your benefit, make sure you are paying attention to what’s being said so you can rectify any complaints or issues ASAP.

This will continue to be an discussion as social media gets bigger and bigger. Social media has absolutely changed the way every size of business markets – of course it did – it’s cheap, it’s relatively easy, and it gets some results. It’s essentially put marketing in the hands of the consumer – which is great – more power to the consumer – but this is also why you really have to pay attention to reputation management – it’s essential to know what people are saying about you – the good and the bad. Social media has made it essential that you be friendly, outstanding, and special, or you are going to be tweeted about. If you are rude – tweet, tweet. If you are ordinary, no tweet. If you go above and beyond, likely tweet. Gotta go for the above and beyond – and really that makes everyone work harder, try to be nicer – win win, right?

There’s a great article over at Mashable with some tips on how Social Media has changed Marketing, as well as some things you can do to get started. The author recommends getting your employees tweeting and using social media to promote your company. This is a great idea – but I’d keep in mind that it is the first place they will turn sour on you if you part ways in an unfriendly manner – just sayin’. We’ve all seen it happen a time or two.

You know that I am not exactly the big promoter of all things Facebook. I think there are other SEO and Social Media marketing strategies that can prove much more beneficial. That being said, I want to take a quick look at Facebook’s new Questions and Answers. It’s kinda cool, and I think there are a variety of ways it can be leveraged to gain some insight into the buying habits of not just your companies current customers, but their friends as well, since the Questions feature is open to all of Facebook, and therefore will be seen by the friends of people who respond to your questions. So, here are a few questions you can ask your customers/fans/friends to gain a little marketing knowledge of your customer base.

1. Regional questions pertaining to local activities and restaurants
a. What’s your favorite night to eat out?
b. What is your favorite restaurant?
c. Do you buy more chicken or beef?
d. Do you buy the same groceries every week, or shop the sales?
e. Would you rather see a baseball game or a football game?

2. Fundamental Brand Questions
a. Coke or Pepsi? (just kidding)
b. Do you buy car parts from the dealer or an auto parts store?
c. Do you still buy CDs, or just download music?
d. Old Navy for price or Gap for quality?

As you can see, the possibilities are endless, and I think have the potential to reveal some pretty good buying trends. Take advantage of the trends with specials and coupons. A restaurant owner may tweak his menu based on responses. Local store owner might have a better real time understanding of food buying trends (look for low heat homogenized milk to be a growing trend in foods).

People are funny. You can watch the Food Network and almost predict what the next big grocery item is going to by, just by what the chefs use in their shows. Very subtle marketing. Now Panko breadcrumbs are everywhere. Same with olive oil. Ten years ago, that was Popeye’s girlfriend’s name. Now many American households just can’t be without the stuff – mine included. Pomegranates seem to be the next big thing. The same thing will start to appear with the FB Questions (just as Twitter has trends, so will Questions). A good marketer will watch these questions for clues to the next big things, but business owners will be able to employ this easily to gain knowledge in real time about customer wants. It will be interesting to watch.

Have you tried out FB Questions yet? What question did you pose?

The LinkedIn Blog announced a new feature this week called “LinkedIn Today”- an industry specific news feed based on what your connections are reading.

It’s a pretty cool idea, and can probably help you get the news that is relevant to you. The way it works is fairly obvious, the news stories shared the most often by your connections, coworkers and peers will be presented to you in an industry specific. If you follow more than one industry, as many would want to, clients’ industries, others that affect your business, etc. then the top five news stories that affect the industries you follow will be highlighted.

From the LinkedIn Blog, “By following industries, you can get the relevant news on your Front Page and in the top navigation. We’ll also send you a weekly email of the top industry headlines across all of the industries you follow. And, no matter how many industries you follow, we will only send you one news email per week.”

They also have apps for your phone of course. If you are pretty busy, and don’t want to wade through all the regular news to try and get the industry specific news you are looking for, this could be a beneficial tool. Aren’t we getting lazy? Too many clicks through a news site, just pipe the news I want right to me and forget the rest! In any case, you can do just that now, on your LinkedIn profile. Kinda cool, sort of a one stop for the business community, which I am sure is the whole point.

I think LinkedIn is a great tool. I think this could make it even more useful, unless it clutters up a good thing. We’ll see how it pans out.
If you want to read more about it, check out the LinkedIn Blog post, or watch the video below, originally posted on the LinkedIn Blog.

I have to wonder what it says about our society that Cafe Press and Frazzle are now selling Charlie Sheen merchandise like hotcakes. I mean, really? Charlie Sheen? He’s the druggie nutball who keeps calling radio stations with rants about his boss, CBS, and his show, Two and a Half Men, right?

While I wonder what people are thinking, it’s impressive really, that Cafe Press and Frazzle have already started producing merch, and did it quickly, according to a report on Fox News. Cafe Press says they can start producing things like t-shirts and coffee mugs in about an hour after seeing a new trend. Why is this possible? The web, of course. If you’ve been living under a rock and have never purchased anything from Cafe Press, then you need to know that they make t-shirts and other personalized items. You can create a t-shirt or whatever, and have it printed and shipped to you. They also have just about any saying or cause you could ever want already designed and ready to print. So, once they start seeing a certain trend, they knock out a design and put it on their site for purchase. Pretty cool, very much making use of the money making opportunities the web has to offer. It’s smart. I am sure they have folks watching Facebook and Twitter, as well as their own site, gauging the trends and predicting what will come next. Smart, but a little reprehensible. Is there anything they won’t print? A quick search of Cafe press revealed a baby onesie that says “My Conduct is Bitchin”. I really hope nobody buys that for their kid.

As for Charlie Sheen, he has helped some folks make a little money on all his crazy antics, but I continue to wonder what that says about the society we’re living in?

While Social Media as an online marketing strategy is a great idea, it should always be secondary to search engine optimization, primarily the organic optimization that should always be a number one priority with any site. Things like selecting keyphrases, writing and optimizing great copy, tags, anchor texts, what have you – is going to give you the best ROI.

That being said, social media is good, too, and should be a secondary consideration. Jamie Turner over at Mashable has a pretty interesting post about the Social Media ROI Cycle. According to Jamie’s post, there are three stages of a social media ROI cycle: Launch, Management and Optimization. A bit backwards from the way we do and SEO strategy, at least from a web developer’s best practices standpoint. We would, depending on what the client wanted to undertake, recommend for a new site, while the copy is being developed, optimization going forward would be a great thing – ready for the search engines at launch. Any social media strategy should be on top of a traditional SEO campaign.

This is of course the best case scenario, but it makes the most sense. Once you launch, you manage, or analyze and tweak your on going SEO efforts, which might include some social media. Regularly re-examining your strategy will help you decide if social media is a good fit for your company. Regular tweaking of your ongoing SEO is a must. Good copy, a well developed site, and carefully constructed SEO is always going to give you a good ROI. Social media is great, and has been the icing on many cakes so far, and it will continue to be a major part of any online marketing strategy. But SEO is the cake, it’s fundamental.