Marketing in the United States is a multi-faceted concept. To be successful, a company can’t live in the past, clinging to the old ways and the old media; a company must move forward, and to do so, this may require hiring an experienced public relations agency to get the company’s message across to a greater audience that are more likely to purchase the products or services being offered.
As recently as the late 90s, a company could survive without a real internet presence. Many companies were still putting the majority of their advertising largesse into Television advertisements. They were, of course, still spending money on the older forms of widely available media as well; radio advertisements (which still remain a good investment if a company is looking to tap into a certain portion of the market), advertisements in periodicals like newspapers and magazines, and even advertisements on radio were still viable ways to reach a wide portion of the American market. Throughout the years, the feasibility of running a company by tapping into only the markets reached by what are now though of as ‘old media’ has become less and less, to the point that, without a plan for social media marketing, a company can have real problems.
There are various ways of maintaining a social media market presence. The most common is for companies to run their own page on the various social media sites, letting people know about upcoming events and sales, new product releases, contests, and the like. This ensures they have a presence on the various social networking sites, as well as giving customers a place to leave comments (which, occasionally, can backfire, as has been seen repeatedly in cases were a company or business has to shut down the comments on their social media pages to stop an inundation of negative comments, some legitimate, some just simple harassment), as well as a place for the company to inform the customer about the company’s doings. Many companies benefit from running a series of pages on social media networks.
What smaller companies may not be as able to do is take advantage of targeted marketing ad buys in social media. Some small companies, especially those that aren’t geared toward customer service but are more in line with manufacturing and mass-producing a product, aren’t the best at managing their own social media sites, either. This isn’t to knock their ability to communicate, but when a company that is dedicated to mass production of a product and not so much to the actual sale of that product, opting instead to sell it through other groups and shops, tries to communicate with customers, it can quickly become a conversation bogged down with jargon and terms that the average consumer neither cares about nor has any desire to understand. A good social media marketing company will be able to operate the internet presence of a company on social networking sites, as well as balancing this with ad buys, making sure that even people who aren’t actively engaged in following a company’s networking pages will still be made aware that the company exists and offers products that the consumer may have interest in.
Ad buys are important on social network because not everyone is going to choose to follow a company’s public network pages. Some may view these pages as propaganda (which, to be fair, is what they are), while others just don’t want their media feed to be filled with advertisements for products, even if they may be products that the customer is interested in. Ad buys, however, need to be targeted, not just on a geographical level, but targeted at people who might actually purchase the product. An individual in Denver who abstains from alcohol for religious reasons is not the desired customer for the newest pub opening downtown and offering amazing craft beer. By the same token, an individual living in rural New York probably isn’t a likely customer either. But the young, freshly graduated, college-educated men and women in the more trendy part of town with lots of disposable income? That’s the perfect customer for that new pub.
A good social media management agency will make sure that the money spent on the ad buy is attempting to get at that third prospective customer, the one likely to actually use the product or be willing to use the product or service that you offer. They’ll help you with ad buys and by managing the public relations of your internet presence. A good social media management company is a true partner and an asset to any company looking to grow its sales numbers.