Mediarun Search Marketing News

Website marketing: Effective use of social media depends on authenticity

February 3rd 2010

Social Media Optimisation News

Many people involved in website marketing are only just waking up to the fact that today's more-exposed digital environment brings with it dangers, as well as benefits.

Use of social media platforms such as Facebook and Twitter are an excellent way for companies to boost their online presence, in addition to allowing potential customers to put a face to the brand.

As Tim Gibbon, of the Social Media Portal, notes, use of social media allows website marketers to engage with customers "on their own level".

A recent report by 33 Digital, on the top ten issues in digital marketing in 2010, highlights the dangers those involved in website promotion face in the digital arena.

The report reveals how, with the range of channels for brand expression currently available, the danger of a potential PR disaster dramatically increase.

Speaking of the risks, Robert Proctor from Reality Digital stated that "reputation management in the online public sphere" should be a top priority for website marketers in 2010.

And, while some brands turn to outside agencies to manage their social media presence, Leon Benjamin - a social media practitioner and interim project manager - said companies must push their authenticity to develop an effective social media strategy and reduce the risk of slip-ups.

"People talk to people, not to brands," said Mr Benjamin.

"If [they] find out they're talking to an agency, your client's reputation will be severely damaged."

It perhaps goes without saying that if potential customers discover the brand they believe they are communicating with on a social media site is actually hiding behind a 'faceless' agency, issues of trust will be raised.

In addition, website marketers who use agency staff in website marketing run the risk that the person responsible for maintaining their Facebook, Twitter, or other social media site has no specialist knowledge of the brand's products and services.

Instead, companies should focus more on developing their own skills in-house, Mr Benjamin claims.