Social Media Approach as a Marketing Tool

1. Introduction
Social media isnt a new Internet Hip that just popped up, but it has been around for years
in the shape of forums and newsgroups. So what has changed? The introduction of various
new tools and the tremendous increase of the internet user base in the last decade along with
easier internet access gave the big push. To best define social media, we need to break it
down. Social is relating to human society; the interaction of the individual and the group.
Media is a medium of cultivation, conveyance, or expression (Merriam-Webster Collegiate
Dictionary). So, social media is a media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques. Social media
uses Internet and web-based technologies to transform broadcast media monologues (one-tomany aka traditional media) into social media dialogues (many-to-many). Primarily, social
media depends on interactions between people as discussions and integration of words
using technology as a conduit. Social media has been touted as presenting a fresh direction for
marketing by allowing companies to talk with consumers, as opposed to talking at them
(Wikipedia). It lives on the contributions and feedback of everyone. It eliminates the gap
between the writers and the readers and forms a conversation-like content.
As mentioned earlier, social media comes in the forms of various online tools or
services. These can be categorized into numerous groups each with its own characteristics and
usages. To elaborate, blogs, for example, aka web logs are an online journal for the writers to
share their experiences, opinions, and thoughts while providing the readers the option add
their feedback and comments to the topic. Social networks are online service websites
consists of personal or commercial profiles of their users, their social relationships, and offer
a variety of other activities (Wikipedia). Micro-blogging is a networking service that allows
mobile users of cell phones and other Internet connected devices to stay attentive of activities
within a group by receiving frequently published updates, typically of 140 characters or less.
Text messages are uploaded to a micro-blogging server, and then distributed to group
members (R. Kayne). Social bookmarking is a service that provides its users with the ability
to store, organize, share, search, and rate bookmarks for web pages. There is also a
specialized form of social bookmarking sites known as social news where users vote on
articles and news. These are some of the social media variations available and are the most
influential ones for businesses, There are others but are not mentioned as they are either hold
no significant use toward the purpose of this document or reside outside its scope.

2. The gain of adopting Social Media Marketing

Social media provides companies with the capability to closely reach a large number
of consumers providing similar experience to direct marketing with much lower costs. It gives
you the opportunity to take advantage of the power of word of mouth (WOM) or in this case
electronic one. According to a study done by Steffes and Burgee from Towson University, the
information the students gained from eWOM is more inuential in their decision than
speaking with friends in person (2008). Also, according to Alexa, A web traffic monitoring
company, out of the top 10 most visited websites in the world, four are social ones and the
rest are general search engines. Looking at Malaysias top 10, the number increases to five
with the first spot occupied by Facebook a social networking website (Alexa.com). Social
networks like Facebook has over 350 million active users of which 70% are international ones
with an average time spend of 55 minutes per day (facebook.com); MySpace another social
network has over 100 million active users (myspace.com); Technorati has more than 133
million indexed blogs (January 2009) and 77% of active internet users are reading blogs
(Adam Singer, 2009). Being able to influence even a small portion of a consumer base of this

magnitude will produce noticeable results despite the difficulty of relating social activities to
a percentage of revenue. Bear in mind that Social Media Marketing (SMM) is not to be used
to sell, at least not directly. However, SMM is used to generate awareness and exposure to the
business, reduce overall marketing expenses, increase traffic or subscribers to own website,
create new business partnership, rise up in search ranking, improved PR, and an ending with
more loyal customers (Michael Stelzner, 2009). If approached with intent to sell, internet
users are now are savvy, they will be able to smell you coming and will shun you
immediately.

3. The Way to Successful Social Media Utilization

The use of social media as a marketing tool if done right can yield into huge benefits. To
fully utilize the social media, the organization should include it in their marketing planning as
it needs a careful preparation to know the medium best suited for the companys activities.
Unfortunately, lots of people look at social media as a free marketing tool, leading into little
planning which in return yields no benefits and in some cases even negative ones. While it
might not take much -if any- financial wise, social media marketing do consume a lot of time.
On the other hand, the financial requirement makes it the best choice for start up companies
and individuals. The first step in the plan is to see if social media is suitable for you as it is
not for everybody. Businesses with products targeted at elderly or retired people, wont
generate much benefits from using it. Also, companies with tight government regulation
supervision shouldnt pick social media as a marketing tool. After ensuring that you belong
with the majority, whose social media engagement suits their activities, you have to decide on
your objectives; the desired results from engaging into social media. This in return will help
in choosing the best suited tools (Anita Campbell, 2009). This paper will cover in some
details a part of these tools and their uses later.
Within the social sphere, organizations cant push their messages or products to the
consumer; rather they have to lure the consumer toward them. To be able to achieve that, the
message should attain certain attributes to be considered attractive enough to lure them. First
of all, the message should sound familiar to the target audience. People like to communicate
with each other. Try reaching them, listening to their ideas and thoughts, and then formulate
your message. Adding a budget to the mix in the form of incentives can encourage much
better feedback as well as help spread the word associated with the incentives. The third
element that can be thrown to the mix is fame. Providing the audience with a chance of fame,
be it as small as it gets, it can really stimulate the audiences interest. The forth element is the
fun, entertaining one, which is shared with most of the online activities. Adding the fun
entertaining factor can excite the audience to spread the word. Lastly, the message should
contain the mobility factor; the ability to move from one person to the next (Richard Clark,
2009). Having at least one the first four elements along with the last one will encourage a
beneficial response from the community.
An organization should continue to listen to the community as long as it is in
business. Since anyone can say anything, a company should always keep an eye on the
sphere. Listen to what the communities say about it. This help in controlling bad press and
empowering good ones. Of course, monitoring the blogosphere may seem impossible,
fortunately, there are some tools that keeps the company notified whenever a new entry with
its name appear in the wild.

4. The Way to a Catastrophic Social Media Utilization

As beneficial as SMM can be, a misuse or unplanned approach can result in a total waste of
resources. Lacking a staff member who can handle a frequent delivery of quality content can
degrade the social effort. Also, the absence of a strong message that can create a community
around it will result in a partial loss for the impact on people. Social media is global, so,

cautious should be practiced at all times to avoid any offending messages. Not only that, a
corporation should realize that social media is an open platform and there is no such thing as
off-the-record and for that not only should they monitor their own channels but also their
employees. There have been many incidents where companies had to fire their employees for
inappropriate messages posted in their own personal spaces. One famous incident when Delta
Airlines had to fire Ellen Simonetti a flight attendant over inappropriate pictures posted in her
blog in the companys uniform (Ellen Simonetti, 2005). To avoid such incidents, the
organization should provide clear guidelines to what is appropriate and what is not when it
comes to their social messages.
5. Blogs
We have mentioned earlier different social media tools that can be utilized to the benefit of
the organization. Now, we will discuss these in further details while providing real examples
for the usages of these tools by other organizations or individuals. Starting with blogs, which
as mentioned earlier is a website with regular entries of commentary, descriptions of events,
or other material usually maintained by one person with few exceptions where they are
maintained by a group of people depending on the function or goal of the blog. Blogs also
give the readers the ability to leave their comments in an interactive format. This feedback
mechanism of the blogs is one of the main reasons why blogs are one of the most important
social mediums. From an SMM point of view, the feedback is the opinion of their consumers,
their needs, or their dissatisfactions which make them a gold mine of information for the
company. A lot of companies had already adopted blogs and integrated them to their daily
operations starting with CEOs like Jonathan Schwartz (President & CEO, Sun Microsystems)
and George F. Colony (Chairman & CEO, Forrester Research) and a long list others. So what
does these CEO talk about? Most would think that talking about their companys milestones,
new products or services, or future plan would be the obvious choice. But going back to the
reason should most companies based their activities on social media is to raise awareness. Not
many people will want to read about the companys achievements or its products, thats the
purpose of the main website of the company. These CEOs blogs actually contains interesting
and useful materials. If we take a quick look at George Colonys blog, we will find his
personal thoughts, expectations, review, etc. but all with a unified theme, the CEO
perspective. One of his entries were regarding the imminent dominance of Apples iPhone
among CEOs over the Blackberry ones and listing iPhone features that the blackberry lacks.
Normally, you wouldnt expect to see a mobile review in a research company CEO blog
though he still managed to keep it relevant to the overall blog theme, but that what makes it
interesting. Thats what makes people coming back to you. Because each blog will compete
with millions of other blogs and to stand tall among the crowd, you have to distinguish yours.
If you are a small business owner, your blog could be relevant to your industry. But
regardless of the blogs theme, without valuable content, the blog will be a definite waste of
time. Passing the CEO blogs and going further into the companies hierarchy, we can also
find many of the management team, adding their own touch to the blogosphere like Tom
Berquist (CFO, Ingres) and Michael Tiemann (CTO, Red Hat). Going further all the way to
developers, analysts, etc., you will find plenty of other blog writers. Some companies have
also what can be called an official blog. These official blogs are similar to an announcement
board, where organizations announce new products, technologies, or ideas of future plans,
though in most of these cases, these companies already have interested loyal audience who
are eager to listen to them. A good example is Nokia Conversations. This blog might seem to
be a portal to announce new mobile phones, software, or services. But it is more than that, as
the name suggests, Nokia tries to engage their readers as much as possible. They hold social
activities sometimes, for example, a photo context for one of their camera phones. This blogs
provides lot of valuable knowledge to Nokia. Based on the feedback from this website, Nokia
fix problems, annoyances, or add missing features to their products from the comments and
suggestions of their audience. This creates loyalty to their brand. It is a win-win situation for
both; the customers get the product and the company gets the sales. Of course, when it comes

to small businesses and entrepreneurs, the case is usually different as their first and main
objective is to raise awareness as oppose, for example, to Nokia Conversations where the
main goal is the good publicity, the customers feedback and the loyalty. For those individuals,
creating a blog, or creating a page in a social network as discussed later is not enough. For
people to come to you, you have to get to them first; participation on other blogs in the same
industry will inform the audience of your existence, your personality, and you interests. You
cant tell people to come to you, but you can go to them, raise their interest and let them
follow you back.
One of the best utilizations for the power of blogs is demonstrated by Adobe Inc.
They have create a comprehensive network that allows for personal interaction between
people with common intereststhose interests, of course, are related to Adobe and their
broad range of software products. The result is an officially sponsored message board and
blog site dedicated to informing the public about Adobe, answering questions about products
and product applications, and whats more is allowing public input on the developmental
process of future Adobe software titles. They have compiled all of these features together in a
feed aggregator called MXNA (Adobe XML News Aggregator). According to Adobe, this
tool is designed to monitor over 2400 Adobe related blogs and news sources all in one place.
As a result, users can search through all of these sources for articles, tutorials, code samples,
downloads, sample applications, information or help they need and if they have a question
that doesnt have an answer, they can post it to get their answers from Adobes staff. Thus
creating communities that are completely and wholly devoted to being the definitive
destination of any and all who seek answers about all things Adobe (Greg Brian Martin,
2007). From Adobes perspective, they have given customers the satisfaction that the
company is committed to helping them get the most out of their purchase and making sure
that the customer is satisfied with the product. Second, the originated communities also exist
so that those users who have discovered solutions to problems they feel are common or
troublesome (or both) may share these ideas with fellow participants of the communities
(Greg Brian Martin, 2007). By giving the public the opportunity to not only ask when they
need help but also, to answer and help other members of the community, Adobe has
exponentially cut down on their customer support costs. Usually the return on investment in
social media cannot be quantified, but in Adobes case we can somewhat relate to the result of
their investments. Their costs of service and support went down by $6 million in the same
period between 2006 and 2002 when the communities where introduced.

6. Social Networks
The second tool of interest in this paper and one of the fastest growing is the online social
networks. These networks function like an online community for internet users. It is different
from site to another, but usually members share a similar interest e.g. Flixster for Movies
enthusiasts or similar hobbies like Spoccer for Soccer players. Yet, there is the general type
where most of the crowd resides. Ahead of the crowd is Facebook follow by MySpace in
terms of the number of active members. It differs from one site to another, but once you sign
up to one of the services, all of them will suggest that you create your profile. Though the
available fields to fill differs depending on the interest, they all ask for the same basic
information whether you are an individual or an organization. Honesty is an important factor
when filling the profile, as getting caught lying in a social network is more devastating than
off one. After preparing your profile, you should try to look for people with the same interest
to start connecting. Depending on the type of industry, you might want to look into different
sites. The most common website among professional is LinkedIn, though, when you are
targeting the general public Facebook is the best choice as it has the largest base of members.
But if you are working in music industry, for example, MySpace is usually a better choice.
Though, Willa Plank would argue that for small businesses, it is better to start in smaller more
related communities as it is easy to disappear among huge crowds (2009).

Social Media Marketing has been adopted by many of the large corporations like
Dell, Hershey, and Kraft but one of the most outstanding is a community for moms called
Vocalpoint by Proctor & Gamble. The program recruited thousands of women who were
picked because of their large social network. They were recruited to talk about P&G products
to their friends (Robert Berkman, 2008). But SMM is not exclusive to businesses, but it can
also help hobbyists and individuals. For example, if you are in a garage band, as mention
earlier, MySpace is known for its music services and it would be the best place for the band to
start promoting itself. One of the best examples is OmniSoul (aka. The Crash Motive), a
Newark, Delaware band. The five member of the group met at University of Delaware and
they first hit when they won Battle of the Band competition there. Then the band began
touring around their local area growing their fan base and the local radio started playing their
songs. Eventually, they developed their own website and their MySpace pages. Their
individual pages were like any normal page with basic information. The band page, on the
other hand, includes a profile picture of the entire band, an audio player with four of the
bands original full-length songs in rotation, a list of upcoming tour dates, a list of friends,
and a comment area where friends can leave messages to the band (Greg Martin, 2007).
Derek Fuhrmann, the lead singer of the group had the following to say about MySpace,
MySpace is an amazing tool for bands today to not only promote their music, but more
importantly to keep in touch with their fan base. Making fans an intricate part of a band's
world through daily interaction is really a brilliant concept. (Greg Martin, 2007). The band is
hoping to get the nationwide exposure they need from the MySpace page. They hope that the
social networking feature of MySpace will help their exposure, by adding as many friends as
possible. The more friends the band has, the more people will come into contact with them.
The exposure is not for the band name only, but also for their music. We mentioned earlier
they had four full-length tracks in their space, any of their friends, can take these songs and
post them on their personal Space, where it will be played whenever someone visited their
website. On top of gaining the exposure, they also hope to strengthen its relationship with
preexisting fans. They kept feeding them information of the bands day to day activities, news
postings, the occasional MySpace promotional contest, and by posting on friends comment
spaces, the band seems to be committed to reinforcing the ties it has already created. Their
efforts paid off and on December 27th, 2009 they performed their last show on their first
nationwide tour at Deer Park in Newark, DE.
The success stories resulted from social networks are beyond numbering, however,
for the sake of diversification, two more quick examples will be mentioned. Social networks
were there to help corporation and small businesses, but they also exist to help individuals,
too. Kristen Luke is a principal at Wealth Management Marketing, a small financial
marketing advisory firm in San Diego. Her story with social networks started out with
LinkedIn. There, she was found by Dow Jones News Wire reporter. The reporter formed
some interest in Kristen, so she called her and quoted her in a couple of stories in Wall Street
Journal. This turned into increased traffic on her website (Stephen Arnold, 2009). The second
story is a bit different than the norm as Bradi Nathan and Terry Starr started by conducting a
survey on Facebook before launching their business. The survey was targeted at working
moms and moms who wanted to go back to the workforce. The idea behind the survey was to
find out what moms would want from a mom social network. The results of the survey are the
bases of their blossomed business (David Spark, 2009).

7. Micro-Blogging
Micro-blogging is one of the most recent tools to appear; yet, it is growing at an alarming
rate. As mentioned earlier, it is a service that allowed its users to publish short messages of
around 140 characters or less. Its limitation of 140 characters is overwhelmed by its tight
integration with mobile phones. Most micro-blogging services provide the ability to add a
new entries using SMS and also receiving others entries by SMS in addition to the regular
browser from any pc or even cell phones. This ease of access is what helped burst its success.

Though, the 140 doesnt seems like much to say, yet, the last couple of years have shown, as
will be shown later, its devastating power. Throughout this paper, Twitter the most
successful micro-blogging service will be used interchangeably with micro-blogging.
Micro-blogging shares the some common grounds with the other social media; if you
want to be followed, you have to be interesting to people. Whole Foods Market realized that
fact and since their first day on twitter, they abide by that rule. Within a week of highlighting
some fun things that were going on at specific stores, people started noticing them on twitter.
From there the market kept getting more publicity and within a year, they had over a million
followers (Cody Nolden, 2009). While Whole Foods twitters were related to their stores, the
CEO of Zappos.com took a slightly different approach. He personally drives the corporate
account and always has something interesting to say most of which are not related to work.
But most of them had one thing in common, humor. Now, Zappos has over 1.6 million
followers (Cody Nolden, 2009). Dell has a more direct approach toward its twitter. It uses the
medium to send exclusive offers to their followers. By June 2009, they made over $3,000,000
in twitter related sales (Antone Gonsalves, 2009)
Interest will get you followers, but to keep them, the personal element should be
added to the mix. JetBlue Airlines and Southwest Airlines have two things in common;
operating in the same industry and they both twitter. Both companies offer similar messages
in their twitters; however, JetBlue has 600,000 followers more than Southwest. By taking a
closer look at both channels, you will notice that over half of JetBlues messages are in fact
replies to other people where in Southwests the percentage goes way down. People tend to
feel wormer toward a personal response (Cody Nolden, 2009).
The best methodology to approach the micro-blogging differs by the industry, the
goals, and the targeted audiences and limited by creativity. A group of tourist information
enthusiasts at Coos Bay, Oregon, led by Katherine Hoppe, looked at twitter differently.
Instead of taking a direct approach, they looked at twitter as an opportunity platform. The
group kept looking around twitter hunting their towns name; looking for an opportunity to
promote it. One day, Lee Hopkins along with his friend were planning a road trip from Seattle
to San Francisco. They twittered their friends to suggest a place to stay, and one of them
suggested Coos Bay. Katherine caught the message and contacted Lee and she was successful
in persuading them to stop by the city. They stayed for a couple of days, enjoyed it, blogged
their trip, and added what became a popular series of videos for the trip.
Unfortunately, not all companies apprehend the concept of social media and microblogging. JCPenney has taken a strange twisted approach to reach people on twitter. They
stalk anyone who mentions the word shopping in an entry. They ambush the writer with a
message similar to check out JCPenney online at www.jcp.com No wonder they dont
have too many followers.
Micro-blogging has been useful to many, useless to some, and it has been disaster to
others. Twitter has a hidden ugly face too and it showed it to Horizon Realty Group a Chicago
real estate company. The story began with one of the company tenants Amanda Bonnen.
Amanda twittered to her 20 followers that the company didnt care about the mold in her
apartment. Because of the comment, the company filed a law suit against her, asking for
$50,000 in damages to their reputations. They argued that there was no mold in her
apartment. The next day, the law suit became one of the hottest topics in the whole twitter
network which mean, the comment of irritation to 20 twitterers became a hot topic to
thousands and thousands of people. Social media users do not read all the facts carefully
before flaming. Whether Horizon Realty was right or wrong, no one in the social network
would see the $50,000 as reasonable, either.
The ugly face of micro-blogging doesnt just scare, it usefulness goes beyond that
sometimes for a whole city like the city of Phoenix, AZ. One night at the city, a group of
friends found out that their car had been towed as a part of a towing scam thats been going
on for over a year and a half. The group behind the scam didnt know that this group was one
of the most active twitterers in Phoenix. As a result, within 24 hours, there has been an
investigation, and the word has reached the mayor and city council. Within 48 hours, the local
media got involved covering the story. Within 72 hours, the scam has been shutdown (Sandra

Gonzalez-Bailon, et al. 2009). So, what does the mean to businesses? Even though it makes
twitter looks scary, it should only makes companies to jump in with both feet and eyes.
Jumping in with both feet can help the company building a close relationship with the
consumers. But thats not all; they should also keep an eye on what people say about them.
Being there in the first place before disasters can help form a better response and ease
spreading it around.

8. Social Bookmarking
Social bookmarking started as a service to keep your bookmarks with you wherever you go.
Then it was morphed into a full fledged social community to share sites of interest, articles,
images, or videos. Other people can rate, tag, and comment on these bookmarks which might
seem like a social filtration for these bookmarks. The usage for these services is a straight
forward one and the easier it is you make it for visitors of your website to bookmark it, the
faster it will spread giving the interest factor existence. NBC11 in California realized the
benefit of social bookmarking so they started by adding the option to share their news on
Digg with a click of a button. Soon after, they realized also that the news with pictures are the
most submitted ones. Since the inclusion of Digg into NBC 11 website, the site traffic has
spiked (Figure 1) (Adam Singer, 2008).

Fig. 1 Traffic History for NBC11 before and after integrating Digg

9. Video Sharing
As the name implies, the websites helps their member to upload and share videos with the
community. So many people became famous overnight because of these websites. The top
most viewed video on YouTube the most popular video sharing website for 2009 was for a
48 years old Scottish lady signing in British Got Talent TV show. Now that lady signed a
contract with Sony Music and released her first album which is on number 1 spot in the top
200 Billboard list (Stan Schroeder, 2009). The business sector wasnt left behind; some
companies were able to utilize the power of these websites too. One company to make a
successful use of the video sharing is Blendtec. They introduced a serious of interesting,
funny, and low cost advertisements which immediately gone viral over the network. Because
of the series, the ads resulted in increasing the sales of the company five times (Samir
Balwani, 2009).

10. Conclusion

When traditional media giants like CNN or MSNBC jumps into the social media wagon, you
realize that it is not something to be taken lightly. Social media is here to stay; it is not a
passing event. For businesses, it is only a matter of what is the best way to take advantage of
it and there is no special formula to answer that. It is not a one size fits all thing. But it is
safe to say that the different tools of the social media can work well together and making use
of more than one tool can produce better results. For example, simple things like linking your
twitter or blog to your social network account, so that you can share your feed immediately in
your social network. Another usage would be to twitter your blog entries. In the Coos Bay
incident, mentioned earlier, the group created a Flickr a social site for sharing images
album to hold images from around their town and encouraged the people in town to post their
pictures. Social media marketing should be planned carefully, even though the financial costs
might be nominal to none, but the time consumption factor isnt to be overlooked.

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