Broadcast

Broadcasting includes all the activities to get your message out, whether it is an e-mail campaign, a Facebook fan-page or a cleverly worded Blog. The popularity of the emerging media of social networks is ever increasing with Facebook now exceeding 500 million users while tried and tested media like e-mail marketing still return more than $43 for every dollar spent.

The top social media sites at present are

Facebook – 550,000,000 – Estimated Unique Monthly Visitors Most Popular

Twitter – 95,800,000 – Estimated Unique Monthly Visitors

MySpace- 80,500,000 – Estimated Unique Monthly Visitors

Linkedin – 50,000,000 – Estimated Unique Monthly Visitors

Ning – 42,000,000 – Estimated Unique Monthly Visitors

Each of the media channels has their own unique characteristics for instance, Facebook users will be more active outside office hours and businesses in the entertainment industry like restaurants and Travel agents can certainly use this channel to engage customers. Trying to hard-sell Facebook users on the latest business gadget will not only have very little chance of success but could even have a negative backlash. It’s like somebody trying to sell you Amway at a barbeque. Linkedin on the other hand is all about business and if you can find a group specifically aligned to your industry this could be a very effective channel to broadcast your message.

A common fallacy is that social media is free. Social Media still requires an investment in time and time has a value.

The following model can be used to for a social media strategy.

E-mail, social media and blogging should all be seen as an integrated collaborative opportunity. Your Facebook Page or Linkedin company profile should link to your website and visitors should be encouraged to sign up for your newsletter or Blog at every opportunity whether it is from Facebook or your blog. One channel is not more important than the other they just have different characteristics and integrating them all will create a multi-touch brand experience.