How and why social media should be part of your marketing and human-resources recruiting mix. Here are eight tips, but they come with a caveat.

It’s time-consuming, but social media should be part of your marketing and human-resources recruiting mix.

For example, social networking continued to increase in popularity with consumers in the United States, according to the Pew Research Center’s Internet and American Life Project in 2011.

Pew reported 50 percent of all U.S. adults are social networking. So are 65 percent of adult Internet users – an increase of more than 100 percent since 2008. Daily, 43 percent of adults using the Internet are also on social networking sites.

For business, the salient social networks: Google+, Facebook, Pinterest, LinkedIn and Twitter.

If you have a Web site, consider inserting the AddThis toolbar — a great vehicle as an option for your users to share your content. It provides 300+ social media options.

Social Networking Red Flag

So, social media has value.

However, beware: Despite the hoopla over social media, Web searchers stay longer.

Social networking doesn’t necessarily lead to sales, according to another Pew study.

So don’t count on social media — use it as part of your marketing mix.

User types

The second study shows three types of social media aficionados:

  • Heavy users – 26 percent of time spent
  • Medium users – 4.1 percent time spent
  • Light users – .42 percent time spent

Surprisingly, heavy users don’t necessarily consume products. Statistically, Pew reports they’re not as likely to buy products and services on the Internet. Plus, they spend less when they do.

Average spending among the three categories:

  • Heavy users – $126
  • Medium users – $212
  • Light users – $297

Strategies to capitalize

What you need to do is find the right use of social-mediums for your business, and start interacting.

Here are eight options to consider:

  1. Manage your online image and reputation
  2. Branding for repeat customers
  3. Respond to customer complaints
  4. Complement your press releases with blogs
  5. Crisis management
  6. Stage contests to attract Web traffic
  7. Publish thought-leadership commentaries
  8. Attract and recruit employees

Naturally, the latter – No.8, recruit employees – is especially viable on LinkedIn. Ask any headhunter who is concerned about competition from LinkedIn. Conversely, it’s a networking tool for job hunters, too.

From the Coach’s Corner, related information:

Social Media vs. Traditional Online Marketing – Where’s the Money? — If you think Facebook and Pinterest will generate a lot of sales for your e-commerce business, think again. For big sites, at least, social media only drives less than 1 percent of online purchases.

Understanding Customers — Social Media Humbles Companies — Marketing is the understanding of your customer for the cost-effective process of selling the right product or service at the right time and at the right price. Inexplicably, Verizon is still on the list of big companies failing to understand how poor research and judgment draws fire from their customers and social media.

Maximize Your ROI from Your Next Event with Social Media — Will you maximize the return on investment in your next event? Whether you’re a nonprofit or business, great social media strategy will promote your event and your brand. In addition, even after your event it’s possible to enhance your return from social-media investment.

8 Tips to Make Your Social Media Boost Your E-commerce — Are you just starting out using social media? Well, if used well, social media is an excellent tool to accomplish two goals – connecting with your existing customers and attracting fans for new business.

HR-Social Media Tips for Best Employee Morale, Culture — Social media affects your company’s culture – probably as much as the employees who engage in water cooler gossip. It’s true. Your company’s reputation is affected internally and externally by social-networking sites.

“Social networks aren’t about Web sites. They’re about experiences.”

Mike DiLorenzo


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.