Social Marketing Relevancy

I read an article yesterday about "online sociability fatigue." People, including 20 - 30 somethings who drove the social sites to a frenetic place, are fatigued with keeping up with it all. They are tired of the hearing about the mundane details of others' lives. From a personal perspective, I agree somewhat. Most times the details are a bit mundane, but it is my choice to comment on your new pedicure or not. And, I do like the ability to keep up with friends all at once, in one place...thank goodness gone are the days of the multiple one line emails flying in and out of my in box.

A recent survey found that 45 percent of Americans in all age groups are enthusiastic about online socialization, while 48 percent are indifferent because they are overwhelmed by it. The remaining 7 percent - those with a median age of 29 - are conflicted about staying in constant online contact. They are called the "ambivalent networkers." They won't turn off completely because they don't want to be left out of the loop or become irrelevant, but they want a break from it all.

So, let's talk relevancy. If you are using social media for your marketing (which you absolutely should and if you aren't sure why or how, call me) - make sure it is relevant.

Look at it this way....your Twitter followers and Facebook friends are like email opt-ins. They make a choice to follow you because they believe you will provide them with something of value. So, give them information of value. Send them something relevant to them, and your business. These followers and friends are your qualified and loyal consumers. If they were on your email or direct mail list, what would you send them? It is the same premise with social marketing.

Do you have a new product upgrade? Send a tweet with a link back to your website. Do you have a special promotion on Thursdays? Post it on your Facebook page. You don't have to be all gooey and philosophical - just send them something of value, of interest. Yes, it is that easy. And, it is free. No send fee. No postage. Free.