Social Media and Social Network Marketing

Social Media has become pervasive.

For all it’s pervasiveness, there is still a lot of misunderstanding regarding social media. Social media and social networking are different from one another but the terms have been used interchangeably.

Social media is primarily sharing of media. Flickr, Instagram, YouTube, soundcloud and DeviantArt are social media websites. The user posts pictures, videos, drawings, or music and shares these with friends, colleagues or the general public. LinkedIn and Facebook are social networking sites. Those who join want to connect with others. Some social networking sites connect professionals, businessmen or college pals.

Moving forward from the above distinction between social media and social networking, the idea of social media marketing is a blur. The media being used is posted in social media and then shared in social networking sites.

When a website is promoted on several social networking or microblogging sites, it is assumed that the growth would be seen across the board. Unfortunately, that is not true. Even if equal importance, time and resources were put on Facebook, Twitter, Google+ and Tumblr, the social media accounts’ various growth rates would not be the same. This may be true while the accounts have very small numbers of followers. But at some point, one or two accounts would lag or may even lose followers. This is true even if the posts to these different accounts were linked together to post and repost the same things.

The various social networking sites behave differently, almost like they were showing personalities. This would explain why a website might have 300,000 followers on Facebook and yet have only 230 followers on Twitter. The above disparity can be seen on plenty of social media sites which are supposed to be used in promoting another website.

connecting accounts and cross-posting does not assure that there will be an increased interest in both. In fact it is not even automatic. However, if you already have a lot of followers on one account, at least these followers might be open to the idea of following on another social networking site. There are ways to do it, all of which include a lot of work.

Asking followers on Facebook to follow you on Twitter will not convert each of these accounts. You have to give them a reason. You have to make it worth their while and you have to present a value proposition.


Keeping the Employee

An automatic mechanical skeleton watch and an analog quartz skeleton watch.

Internet marketing has proven to be a totally different animal with almost the same rules as traditional marketing. The rules are there to protect the stakeholders and to make sure that the marketers don’t break the internet. There are disparate sources or origins for these rules and regulations. Some are based on existing laws, or on search algorithms. Others are remnants of a gentleman’s way of doing business.

An automatic mechanical skeleton watch and an analog quartz skeleton watch.

An automatic mechanical skeleton watch and an analog quartz skeleton watch.

In a way, it is like a modern quartz watch compared to an analog watch. Skeleton watches are increasingly becoming popular. These watches have transparent casings which show the inner workings of the watch. The intricate movements of gears and springs inside an analog mechanical watch is a joy to watch. On the other hand a quartz watch doesn’t show much except faux fairings and bolts and studs. The only movement in a quartz watch are the hands moving round the watch face.

With internet marketing, this is the most basic difference: most of the things being done are not seen nor felt. There is no discernible movement and a lot of it is done automatically. The only thing that the client sees is the hand moving, displaying time and results of these actions.

Recently, I was asked a management question. Except for my stint in management, I am not trained in management theories. I can only answer from my own personal experience. The question was “What do you think should be the company/employer’s value to make the employees be satisfied in the workplace?”

For me, there are many factors which can make an employee stay. I should refer here to the Napoleon pose, with hand on his breast, and the other in his pants pocket. One of my former managers told me that this references the heart and the pocket. If an employee loves his work and is well compensated, then he will stay. If one or the other is lacking, he might stay, but not for long. However, if there is no love for the work, or if the money does not provide enough motivation, then it is time to leave. This is the simplest answer to keeping employees.

In terms of details, in my personal experience, there are other factors to consider. For one, the manager or supervisor has a lot of weight in keeping an employee. If my immediate superior supports me, and we are enjoying the job, there is no reason to leave. If the manager lacks rapport with his people, the employees will not like to go to work, and absenteeism occurs.

The employee must also feel that the company is investing in him. In one of the companies I had worked for, it was important that the employee resumes are updated every quarter. The updates should include the latest training and any new job experiences. If there is no improvement in the quarterly resume, the company assumes that they have failed in their responsibility to the employee. This responsibility is a two-way street. Before the company can offer a service, they must have trained personnel. If the employee is not trained in a particular skill set, then he cannot be fielded for the job. If he cannot be fielded for a specific job, then the company cannot offer that service.

There are companies which offer perks like breakfast, or free lunch. Travel is another perk for high performing companies. There are even companies which have weekly drinking sessions and movie showings. In the end, the feeling of accomplishment and being appreciated is the best motivation a company can do for their minions.

Internet marketing is in a pickle because of the above. Most internet marketers rely on outsourced work. The actual work is done by people who work from home, using the internet to communicate. The particular problems this situation poses has been addressed in various blogs and fora related to outsourcing. As one of those who work from home, motivation also comes down to job satisfaction. Which job an make a person who doesn’t leave his house very happy.

What is Your Internet Marketing Person Doing Right?


A lot of people and businesses have their own websites, or Facebook pages, or Twitter pages, Instagram accounts, and so on. For those who have just started an online presence, there is the belief that they have already started on online marketing. There are even some companies who believe that online marketing can be done by a single person handling Twitter, Facebook and Instagram. Usually, that single person is the one in the company with the most real world marketing savvy and the biggest number of friends on Facebook, the most followers on Twitter or the most posts on Instagram. This is a good start, actually.

But what is keeping the internet marketing initiative from taking off are several things: integration, website updates, and a continuing conversation. I did not include on-page SEO, because, ironically, for most people who already have an online presence, that is a technical topic which takes too much time. Besides, it’s not as much fun as Facebook.

Integration is when there is a single social media strategy which uses all available outlets. It is not about using social media sites in a discrete manner, and for different purposes.

So here’s a person who’s tasked to do the online marketing efforts of the company because he has a Twitter, Facebook, Instagram, Pinterest, Google+, and Tumblr account. He posts on Twitter maybe two or three times a day. He spends an hour or two on Facebook. He posts a picture on Instagram maybe when he has dinner at a fancy restaurant, or when he meets his friends. He takes a look at Pinterest every once in a while. He opens Google+ because he uses Gmail. For laughs, he goes to Tumblr. That is not online marketing. That is a waste of time.

food porn commonly posted in picture sharing sites

If all you have on your corporate image sites are personal pictures, you might want to rethink your internet marketing focus.

Integration is relatively simple and could be done painlessly. You only have to post once, and the post cascades to other social media and social networking sites. You post once to Facebook, and it gets tweeted, and also posted on Google+ and Tumblr. A picture is posted on Instagram, and a link appears as a tweet, with a change in status on Facebook. A person can spend an hour, and all of these can be scheduled over the course of the day.

A website update can do wonders for social networking as well as for SEO visibility. Of course, it has to be interesting. Unless something is interesting, only the bots would follow social media accounts. An interesting blog post can attract the right people. It makes them keep coming back to take a look, and see what else is new. An interesting post is something that people want to share. On top of that, assuming that the website has proper on-page SEO, updates ask the search engine to crawl the site. Again, website updates help with search engine visibility.

[At this point, I have to say this as part of full disclosure: I am still populating this site. As such, this is not yet the very interesting part. This is still the introduction. Additionally, I have not added any links to this post or the first one. That will be for later.]

An interesting thread and an equally interesting website leads to a continuing conversation. The difference between Web 2.0 and the one it replaced, is that there is feedback. Sharing posts, liking them, giving comments for and against, are the best parts of Web 2.0. It means that someone is listening, paying attention, hearing what you are saying, and acting on it. They can be spreading the word by sharing the post, picture, video, or audio. Each click on Like, means a vote of confidence, and there is an audience waiting for more of these posts. Each comment is a person agreeing or disagreeing. A discussion is being conducted on several levels. A company’s internet marketing person should be listening to the conversation. If there is no conversation, then it is his job to start one.

To start off this conversation, let me ask you this: How is internet marketing working out for you?