Social media becoming more important for business marketing

You may think you’ve heard all there is to say about social media, but brace yourself. If what commentators say comes true, social media will play an even greater role in our lives in the future. That can mean good things if your business is willing to take a forward position on this issue.

As I wrote in an earlier blog, what gives the loose collection of communications platforms the name social media is its social aspect: the notion that people use those tools to congregate, chat, gripe, compare notes, and otherwise socialize. Businesses that choose to participate have a chance to reach those audiences. They must engage the audience, however, not just promote to them. Traditional advertising venues – print, broadcast, direct mail, and such – still have their place. But today’s marketing is increasingly through social media channels.

A quick Internet search for “social media trends” brings up dozens of pages of articles. I chose two at random to read. Bloggers Bradley Mazeko and David Armano offer their lists of projected trends for 2012, and both predict an enhanced presence of social media as a concept. One big factor is that today’s audiences are using social media while engaged in traditional media (mostly television). Marketers should take note, and adapt their social media strategies accordingly.

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