Larry Brauner

The Case for Social Media Marketing

It is becoming increasingly more difficult and more expensive to reach potential customers using mass media. That’s one reason why so many marketers are turning to Web 2.0 social media marketing.

Not only do marketers want to reduce their advertising expense, they also want to connect more directly with people and learn how to better serve their target market.

Social media marketing is especially attractive to small business owners operating on modest budgets, since most social networking sites and other social media sites are generally free to use.

Steep Learning Curve

They read a story such as Beyond Blogs in the June 2nd issue of Business Week, and they rush off to embrace Web 2.0 social media unprepared for the steep learning curve that lies ahead.

The social media landscape is uncharted and sprawling. Social media sites are vying for your attention, and searching the Internet for advice turns up sharply conflicting recommendations.

Need for Mentor

Clearly you need a mentor, somebody smart and knowledgeable with especially strong communication skills. You should find somebody with whom you feel comfortable, because you’ll definitely be getting to know each other. Picking a mentor is difficult.

Effective Communication #1 Challenge

Once you find your mentor mastering essential social media marketing skills will be difficult. To get fully up to speed might take a year or even longer.

That is the bad news.

In my opinion, the hardest part of social media marketing training is learning effective communication, i.e., to write, speak, listen and persuade well and in a professional manner.

There are certainly plenty of technical challenges to overcome, but by far communication is the chief obstacle new social media marketers face. If you happen to have the right mix of communication skills, you’re way ahead of most newcomers.

Your mentor can teach you personal and business branding, online social networking, blogging, video marketingsocial bookmarking, SEO and other important skills. He or she can also critique your communication style, but it will be you who will connect directly with your target market and build vital business relationships.

Get Started Now and Learn as You Go

Now the good news.

You don’t have to master every skill, dot every “i” and cross every “t” before getting started.

Find a good mentor to guide you, jump in and get your feet wet. Learn by doing.

As Mike Litman always says: “You don’t have to get it right, you just have to get it going.”

Your results will serve as feedback to help you to make the necessary corrections along the way… and that is good news.

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