What do marketers, CFOs, activists and treehuggers have in common? They all love social media. It’s the killer app, the great playing field leveler in this crazy Web 2.0 world.
Cost-per-click marketing rocks the casbah. You get what you pay for. Who doesn’t love that? A successful Facebook campaign can make business. It’s easy to track your ROI and you don’t need an MBA to choose some keywords and set your budget. Oh, and you can target your message with pinpoint accuracy. Are you looking for male college students between 18 and 21 who like the NFL and live in North Carolina? There are 8,460 people who fit that description on Facebook right now. You don’t need a huge budget to reach them either. Clicks start at 50 cents.
And that’s the paid aspect of social media. A successful Twitter, MySpace or Facebook viral campaign can be all profit. We’ve heard the success stories again and again. It’s all about building your friend network, creating your brand voice and giving people information they want to share.
No paper, no mailing, no footprint. We’ll a little footprint, but a whole lot smaller footprint than the old print a brochure, buy a mailing list and send it USPS method. There’s no waste in social media. Your old message is simply replaced by your new message. If you make a mistake, there are no catalogs to destroy. It takes only human resources to fix. No pixels end up in landfills.
As YouTube, Twitter, Facebook, MySpace and other social media have demonstrated time and again, the little guy and the big guy have a fairly equal chance of being the next social media zeitgeist. That’s a win-win for marketing, consumers and the planet.