October Issue

Drawing Conclusions: Social-Media Dos and Don'ts

As more clients venture into the evolving, expanding and sometimes-unchartered world of social media, a common question we hear is, “Should our business have a social presence online just to have one, even if we don’t develop or update it?” The short answer is “no,” but let’s delve deeper into why this is not recommended.

(Rather than provide an ongoing list of social-marketing dos and don’ts, the discussion below is meant to help you draw your own conclusions about what may or may not work for your company.)

First, you need to understand that social marketing is the newest form of communicating with and receiving feedback from potential and existing customers. While lengthy lists of dos and don’ts have circulated the World Wide Web, they’re constantly being revised. That’s because social media as a marketing tool is so new, making it a work in progress. Regardless, some rules will withstand the test of time for every business, including practicing ethical behavior, using common sense and adopting guidelines for corporate communications.

>>Read the social-marketing rules for every business.

We live in an age in which the world (perhaps “World Wide Web” is a better term) is at our fingertips, breeding a culture of instant gratification, impatience and mobility. On-the-go consumers can now search, network and purchase on their mobile devices — wherever their travels take them.

In this busy world of constant consumer interaction, business leaders and marketers need to keep their pulse on everything that is happening around them, including the sentiment surrounding their brands in the digital marketplace. At 15miles — the interactive-services division of TMPDM — we understand this critical business need. That’s why we have developed an iPhone app called Social Media Pulse, which allows our clients to monitor their businesses’ pulse.

Curious what consumers are saying about your brand on Facebook and Twitter? Need to keep tabs on consumer ratings and reviews across the Internet? Social Media Pulse keeps you informed and updated about your brand 24/7 via your mobile device. This handy tool works for you, on your time.

Whether you’re riding in a taxi or enjoying five minutes between meetings, tap into Social Media Pulse whenever you feel the need to manage your brand. For more details about our exclusive iPhone app coming later this summer, contact 15miles today.

—Mike Flanagan, CEO, 15miles

Smart phones: The Minority Becomes the Majority

In last month’s StraightForward newsletter, we asked, “Do you own a smartphone, or do you plan on owning one in the next two months?” The results are in.

Thirty-seven percent of respondents said that they currently own a smart phone, whereas 27 percent plan to own one in the next two months. About 36 percent have decided that a smart phone is not an immediate need.

In the third wave of our Local Search Usage Study (2009), only 31 percent of respondents owned a smart phone. Not only does our recent poll suggest that smart-phone usage is growing, but recent research also shows that consumers are becoming more dependent on their mobile phones for various reasons. Pew Internet recently released a study, Mobile Access 2010, in which the mobile activities of all smart- and cell-phone users were studied. Previously, this study analyzed activities, such as text messaging, accessing the Internet and taking photos.

This year, however, the study expanded and more-closely examined the list of mobile activities. The results are as follows:

• Fifty-four percent have used a mobile device to send photos or videos.
• Twenty-three percent have accessed a social-networking site via a mobile device.
• Twenty percent have used a phone to watch videos.
• Fifteen percent have posted photos or videos online.
• Eleven percent have purchased a product via a mobile phone.
• Eleven percent have made a charitable donation by text message.
• Ten percent have used a mobile phone to access a status-update service (e.g., Twitter).  

Because consumers are continually finding ways to utilize their mobile phones, use of smart phones, which offer more online accessibility over standard cell phones, can only increase. And as mobile devices attain even greater affordability, the “mobile domino effect” will continue to spread.

If we take this same poll a year from now, the percentage of those who have no plans to own a smart phone will likely decrease, and those who plan to own or currently own smart phones will probably increase. Our prediction is that regular cell phones will go the way of landline phones: They’ll be available for the late adopters or for those who see no use for smart phones. But, eventually, smart-phone users will outweigh regular cell-phone users, especially as more features and upgrades get introduced to mobile devices and the mobile Internet.

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