Obviously, we’re all experiencing the increased adoption of various forms of emerging media. More and more companies seem to be engaging customers through social media, blogs, interactive websites, online advertising and webinars. Emerging media is everywhere!

…or is it? Just how much of this new media is your company using?

If you’re like the majority of today’s marketers, you’re seeing the rise in emerging media, but you’re probably not using it yourself, at least not on behalf of your company.

Rcently published research from branding firm Mechanica and Fast Company found that many marketers see the growth of emerging media and it’s impact on the marketing industry as a whole. However, most of us are not actually using a lot of this new media in our professional roles.

As you can see from the chart below, which represents the finding of this research, while 70% of those surveyed said “the rise of social media” has an impact on the marketing world, only 49% of them said it had an impact on their own organization.

An article analyzing the results of this research says that the gap may be do to a perceived lack of results from new and emerging media. There seems to be a sentiment among marketers that there is little to gain from investing time and money into Twitter, Facebook or blogging. Sure, it’s interesting, but will it make people more likely to buy? If so, how do you track it? Says the article’s author, “while most marketers are not ready to say they don’t work at all, the proof that they do is not yet there.”

This is a good point. There is value in emerging media and many companies are already beginning to see the returns on their investments of time and money into emerging media. How do they do it? They know have a strategy, complete with measurable goals and objectives. According to Erik Deckers, of No Bulls**t Social Media: The All-Business, No-Hype Guide To Social Media Marketing, a popular marketing blogger at SocialMediaExplorer.com, to be successful with social media, you must know what you are trying to accomplish before you get started. When interviewed recently by Forbes, Deckers said, “If you don’t know where you’re trying to go, you can’t measure how far you’ve gotten. Lots of companies come to the table and have a blog, Facebook page and Twitter account because their competition does, or it’s the hot new thing or they want to be ‘social’ and not get left behind. None of those are reasons anchored in a strategic business goal or purpose. If you’re in it to make money, fine. But have that goal, build your strategies and activities to ladder up to that goal and then track to see if you’re meeting expectations.”

So, are you feeling it? Does your company use various forms of emerging media? Tell me what you’re doing to keep up AND measure your results!

Are you feelin’ it?
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2 thoughts on “Are you feelin’ it?

  • at 4:00 pm
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    My last employer was typical of the results of the study you discussed, rather hesitant to adopt new media. That said, they made some important inroads. In 2008, they added embedded video to several subscription websites, with weekly news and industry headlines. In 2009, they finally began promoting the conferences they produced via LinkedIn and Facebook. The downside is, all of our measurement focused on traditional web metrics. The attitude to social media in particular was, “let’s just put it out there in case anyone is interested”. In retrospect, that was probably worse than having no social media presence at all!

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  • at 12:10 am
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    I actually do use social media to market my own business, I operate a business in a local hair salon. When I left my last job, I was employed with the same salon for 12 years, I was unsure of how to get the word out, was it best to use traditional or untraditional media to get the job done. I started with print, ads in a local newspaper and a local magazine, and saw some results but no real ROI. After a few months I turned to social media and have been amazed with the results. I actually use my personal page to promote my business, although the salon has its own page, and simply spreading the word among my facebook friends has prompted them to pass the torch. I have generated a lot of new clients simply by making posts or commenting on any post that seems to be relevant to the beauty industry made by a friend. I have uploaded before and after photos and photos of products carried in the salon. I have also offered small discounts if a post is mentioned or “be the 25th person to like this”. For a small business just getting a start in the industry, facebook has been the best marketing tool for me!

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