Using social media requires a considerable time investment, typically by people whose time is quite valuable. Once time is factored into the cost of using social media — as it ought to be — not only isn’t it free to use, it’s expensive to use.
The High Cost of Using Digital Media
To say that I’m enthusiastic about using social media for branding, building a web presence, and online social networking would be an understatement. Yet, I do not contest the critics’ claims that social media is expensive. It is costly, and so are website development and search engine optimization.
Nevertheless, if executed properly according to a sound digital media plan, website development, search engine optimization and social media will be worth more than their cost in the long run.
The High Cost of Using Traditional Media
Buy traditional media and you’ll pay to reach your audience. You’ll invest time to develop your ad campaign and than pay for the price of the media on top of that. The more select your audience, the larger your audience, and the more frequently you intend to reach them, the more you’ll have to pay.
Your Giant Interactive Billboard
Last May I wrote The Long Tail and Social Media. The simple idea is that your website and social media content have value to you long after you’ve put them online. Search engines and social media channels provide you with constant exposure 24 hours per day, 365 days per year, like a giant billboard on a super highway. Your billboard, however, is interactive and could be worth a fortune to you.
Primary and Secondary Target Audience
Your primary target audience consists of your potential customers or people who care very much about your cause. Your secondary target audience is everybody else who appreciates your content or uses your website. They can spread your message or click through your ads.
The way traditional advertising is priced, it probably won’t be feasible to reach out to your secondary audience. The return on investment would be too small. However, digital media, which has little or no incremental cost, enables you to cast a wide net and reach both your primary and secondary target audiences.
Digital Media Replacing Traditional Media
So far I’ve assumed that you have a choice about digital media, but you don’t. Traditional media is declining and is gradually being replaced by its digital counterpart. The question is no longer which but when. When will you jump on the bandwagon?
Please take a minute or two to leave a comment below and to subscribe.
|Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.|
|Sharing is Caring!|