Tom Feltenstein

Twitter, Facebook, Instant Messaging, Podcasts, and a host of other social media has infiltrated society.  People perceive that the Internet has taken over marketing and advertising, when in fact this is not the full picture. More traditional means of media such as magazines are holding their own against the wireless warrior. During Google’s 12 year reign, for instance, magazine readership has actually risen 11 percent due to online versions. Social media proves once again that there is enough room for all forms of advertising and marketing mediums.  Just as movies didn’t eliminate radio and TV didn’t oust movies, social media isn’t going to kill other forms of advertising and marketing.

You cannot assume that customers are going to behave a certain manner nor can you assume you know exactly what they want, because invariably you will be wrong. Before you jump on the social media bandwagon and eliminate other marketing efforts, take a moment and think about your customers. What is their average age? What are their interests? And which social media platform – out of the hundreds – might be best for your audience? If your target audience is over 45, they might not care as much about some social media platforms as a younger group of customers would. Research shows that people between the ages of 35-44 are more likely to use Linkedin, Digg, or Twitter than they are to use Facebook.

Lastly, I’d like to give a word of caution about starting new marketing mediums. Don’t assume because something is all the rage on TV or on the news that it directly applies in the exact same way to your market or business. This perception can cost you big bucks. To determine the best method of reaching your customers you need to research your advertising and marketing strategies and evaluate what works and what doesn’t. Ask your customers for feedback and responses. I’d love to hear your thoughts on this topic.  What tactics do you use to reach your customers? Are you using social media for your business and if so, how?