The Commercialism of Social Media

What’s currently the most overrated business trend? Social media. What’s currently the most underestimated business trend? Social media. These were the top results of Fast Company’s survey to a group of 500 executives at "Innovation," the magazine’s half-day event hosted in New York City on April 2011.

Anyone with an internet connection can instantly upload an article, testimonial, review, opinion, comment, photo or video - and be seen by hundreds, thousands or even millions of people at a time – at no cost. Social media (Facebook, Twitter, etc) has become a tool that allows ordinary people take the role of “citizen journalists.” Now everyone can have their 15 seconds, 5 minutes or even 15 minutes of fame. 

Studies have found that, before social media, people could generally hold some kind of contact with 90 people in their lifetime. Now, that number could easily triple.

More recently, on June 28, Pope John Benedict XVI historically sent its first "tweet" - which was written by his communications team- and where he just had to press the "tweet" button via an iPad.  The lesson here is that social media isn’t just another business fad – it’s for every industry to embrace in order o stay competitive – and relevant.

If social media allows individuals to proactively group themselves into pre-determined niches….this is a marketer’s dream! There’s no coincidence that “social media” includes the word "media," which means that this technology has become another valid communication channel for marketers- as well TV, radio and  e-mail at one point.  .

In a few years - as happened several years ago to MySpace.com - probably there's another Twitter - or a new alternative to Facebook, but the reality is that if you're not actively using Facebook, Twitter, YouTube or LinkedIN, somehow you will soon be – and your colleagues, and your audience and your employees.

In a spiritual perspective, social media profiles just a click away, we found a convenient way to satisfy our need for instant gratification. Facebook wants you to "like," Twitter wants you to "follow" and LinkedIN.com wants you to "connect" - the reality is that ultimately, social media has a common drive:  connecting people with people. The same reason that social media have added new rules of how we interact – and stay connected – its also the same initial driver  why Facebook, Twitter or LinkedIn were created:  we are creatures of relationships and we have an innate need of staying connected and relate to others. People are  defined by other people – it’s part of our DNA.
In marketing, a “focus group” is a costly technique still used today by big brands to discover insights about pre-determined products, slogans or specific topic in a small group setting. If social media channels are effectively aligned with other marketing and customer services practice and realistic measurable goals are established, Facebook, Twitter, etc. can act as an immediate – and continuous - large-scale focus group for business and individuals.

The question is no longer: is social media right for my business or for my personal brand? Instead, it should be: how I’m including my business in the conversations already happening online? Business must go where their audience is. Your audience is proactively – and passionately – engaging in social media…. are you?

Twitter: Digital Gossiping?

Below I want to share with you an editorial written by my good friend, Gino Ginocchio, who's senior copywriter @ multicultural advertising agency, Global Hue, and who has started writing technology articles for "the rest of us."  From this blog post, I've discovered that I'm officially a "digital gossiper" - as I love my Twitter!   Are you? Enjoy, Anllelic
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Natacha saw the neighbor cheating on her husband. She felt the usual urge to spread the news. A known gossiper, she wanted to start the buzz quickly, but didn’t want to go door-by-door, she was tired from work; nor did she want to call or text, she wanted to save her cell phone minutes. Since her friends were computer users, she decided to go through Twitter.

Twitter is a fast tool to blast important news, from gossip, like the fiction story of Natacha, to sports, like updates on soccer games; to protests, like plans to overthrow presidents. In 2009, President Colom of Guatemala almost resigned thanks to the population accusing him of murder. And months ago the president of Egypt resigned thanks to massive rallies against him. Both events were inflamed through Twitter.

You can create your original twit like, “Today, I prepared delicious Enchiladas”. Or retwit someone else’s twit, like Natacha’s “the neighbor is kissing a boy half her age.” Forget about rules of society; in Twitter, quoting isn’t an embarrassment rather a pride. The digital version of “Natacha told me” looks modern: RT @Natacha.

Ferociously nosy, Natacha has thirsty followers who find out instantly her latest scoop. In Twitter, followers go after the person or company attracted to them.

To boast, debate, or incite, Twitter is an easy channel to communicate. It’s electronic gossiping, but who doesn’t like some gossip.

Social Media Marketing 101 Visual Map

Coming Soon: A More Business-Friendly Twitter.com

According to Mashable.com (which as always, has the premier full scoop) and SmallBizTrends.com, Twitter.com has "silently" and gradually started sending invitations to selected business Twitter accounts to test their new Business Tab (appearing in the account's "settings"). There's still no word on whether Twitter Business Center will be a paid add-on or when it would be available to all businesses, but here's the scoop on what it can potentially do for small, mid and big-sized companies:

1. Improve Costumer Service:

Currently, in order to send a direct message to another person within Twitter (not within Twitter's public timeline), you need to "follow" the person you want to send the message to. With this new business center tab, businesses can send a direct message to consumers who are "tweeting" about their product, who are asking questions, who are complaining or simply would like to know more about the company - without having to "follow" hundreds of people. Without this extra step, businesses can really maximize Twitter to increase interactivity with their consumers.

2. Streamline Social Marketing Efforts:

The Business Center will include a "Collaborators Tab" where businesses can include different employees ("collaborators") within one Twitter account - without having to manage different profiles for each employee or for each product. Now all staff/supplier/vendor Twitter efforts can be more effective with only one account to update.

3. Add Trust & Credibility:

Currently only available to notable public individuals like celebrities, now businesses can - after going through Twitter's verification procedure - have Twitter's "Verified Account" green checkmark within their profiles. What this would do? Businesses can gain trust within their location, industry and consumers.

Lessons Learned from the First Hispanic PR & Social Marketing Conference May 10-13 in Dallas, TX

Anllelic Lozada - (@smallbizlatino) {center} with @doslives @ivette_mls at the Hispanic PR Conference "Tweetup", sponsored by The Ricardo Sanchez Agency. 

Join conversation with hashtags:  #HPR_Tweetup and #HprConf

By: Manny Ruiz, conference organizer & Co-Publisher, HispanicPRBlog.com

At one point during last week’s Hispanic PR & Social Media Conference in Dallas, someone or something mysteriously triggered a fire alarm, forcing a temporary evacuation. Maybe the conference topics and speakers were too hot but if you were there or monitored the historic conference through Twitter, you’ll understand why this event proved a catalyst for several industry trends like few Hispanic marketing conferences before it. Here’s a sampling of what I observed:

- Public relations is indeed poised, positioned and ready to lead the Hispanic social media marketing revolution.

- The growing influence of the Hispanic Public Relations Association is real.

- PRSA (Public Relations Society of America) HPRA (Hispanic Public Relations Association) alliance serves the best interests of both.

- Hispanic bloggers are muy caliente right now.

- Fittingly, social media was ablaze with conference chatter.

- Yes, there will definitely be a second Hispanic PR & Social Media Conference!