Social Media – Are You In Or Are You Dead? (Part 3)

Find the right audience and give them what they want

UGC (User generated content) is the main media channel on the world wide web that brings names like “Facebook”, “Twitter”, “LinkedIn”, and all the various social media platforms to mind. It enables users to interact with, and contribute towards the content of a website. UGC platforms are developed with the aim to generate substantial amounts of traffic and then hope to cash in by selling advertising and pursuing other revenue streams from their audiences. Think of UGC sites as on-line exhibition centres where you can attract the audience you want, and present yourself in a way that will be embraced.

Each UGC site is developed with specific demographics and psychographics in mind. Each UGC site deploys different strategies and provides different tools in order to create a specific environment that will attract a specific audience. It is therefore easy to understand that a specific UGC site will be preferred for a specific function (using the right tool for the job).

Business.com’s 2009 social media study gives a clear indication of what people demand when using social media as a business information resource. This study identified 12 on-line business information resources. Let’s call this the top 12 business information resources list. It is interesting to know that Twitter came in 10th, followed by participation in discussion on 3rd party sites in 11th place. Saved Business-related links on social bookmarking sites like Digg, Delicious and Stumbleupon came in last.

The first place on the top 12 list for business information resources goes to “Webinars and Podcasts”. 69% of correspondents indicated that they prefer to attend or participate in “Webinars” and listen to “Podcasts”.” Webinars” and “Podcasts” also took first place as the most useful social media resource for business information. It is unfortunate that only a third of the companies who are planning, developing and using social media initiatives make use of “Webinars” and “Podcasts”. Perhaps this can be ascribed to a lack of social media experience, seeing that two thirds of companies who do have social media profiles have less than two years experience in new media.

The Top 12 list of the most popular social media resources for business information:

1. Webinars and Podcasts
2. Reader user ratings & reviews for business products or services
3. Company profiles on social media sites
4. Company blogs
5. Searches for information on social media sites
6. Participation in online business communities or forums
7. Read or download business-related content on 3rd party content sharing sites
8. Ask questions on Q&A sites (Yahoo! Answers, LinkedIn, forums, etc)
9. Subscribe to RSS feeds of business-related news or information sites
10. Use Twitter to find or request business-related information
11. Participate in discussions on 3rd party sites
12. Business-related links on social bookmarking sites (Digg, Delicious, Stumbleupon, etc.)

Pierre Fourie is a leading marketing and advertising consultant based in Johannesburg South Africa. He is highly regarded for his expert knowledge on Digital Out Of Home (DOOH) systems and his ability to conceptualise and execute marketing / advertising strategies. Pierre was dubbed the “digital expert” on developing content strategies and promoting branding concepts for private digital advertising networks, including Planet Fitness Gyms and The More Golf Group. His background in the electronics engineering field of study, combined with more than 10 years experience as a business owner, entrepreneur and media expert is reflected on his personal blog: http://mediamarketingandsales.blogspot.com