Facebook, Twitter, and the Non-Web Generation

I attended MeetingsTechOnline Summit 2009 (www.mtosummit.com) for my real job earlier this week in Washington, DC. The main topic of discussion throughout all the sessions and by the keynote speakers was social media, especially Facebook and Twitter. During lunch the people around my table had a very interesting discussion. Of the people sitting at my table, 3 of us, including myself were what I am going to refer to as the web generation. All under 30 and all grew up using the internet. Each of us were regular users of both Facebook and Twitter and the information presented at the conference wasn't really big news to us. What was interesting about the conversation was listening to the other 5 people at the table try and wrap their heads around these technologies. They had heard of Facebook. One of the ladies at the table even had an account that her kids helped her setup. A few of them had heard of Twitter, but didn't know what it was. The lady with the Facebook account kept calling it Tweetter. They kept asking why people would use these things, especially in a professional context.

Marketing Platform
One of the main points I tried to emphasize was the opportunity these new mediums offer as a marketing platform. With nearly 200 million users, Facebook offers unique ways for marketers to reach their audience. Marketing through Facebook is different from traditional web marketing. While you can use sponsored links, purchase ads, etc., so far those haven't shown to be particularly effective. The click-through rates for Facebook ads are actually a lot lower than other web advertisements. This doesn't mean you shouldn't pursue these methods, but what excites me about Facebook are the other ways you can reach your audience. Facebook apps, Pages, or Connect are just a few of the other programs Facebook offers that can be potentially used to build brand awareness and allow you to reach your customers in new ways.

Sense of Community
A second idea I discussed with the group at lunch was the sense of community that these social media outlets give users. This feeling of community allows potential buyers to feel like they are more that just another customer. They are someone who is engaged and involved with the companies and products they are purchasing. Twitter, for example, can help your customers stay current with new initiatives, product developments, and other announcements, without having to read a lengthy press release. You can even use Twitter to publicize the press release. Again, it is another outlet to reach those customers who are the most loyal and most interested in your products. If they have already taken the steps to follow your Twitter feed or become a fan on Facebook, this is your target demographic. You don't have to convince them about your product or service. They want you to succeed and letting them feel involved in your business further establishes that relationship.

Enhanced Communication
Finally, I talked about the new methods of communication these platforms provide. One of the people at the table asked me if this replaces email. Obviously, he was still struggling to wrap his head around the overall concept, but these tools definitely don't replace email as a form of communication. They allow you to publicize and market yourself outside of traditional methods. One idea I mentioned was setting up a quick poll type question on your product's Facebook page to gauge interest in a new feature or enhancement. This feedback from your most loyal customers is something that can be difficult to obtain through traditional means.

Not just for old classmates
Basically, what I tried to emphasize to the other people at my table was that using Facebook, Twitter, and other social media platforms isn't something that is simply for connecting with the cute girl you sat next to in high school. That might be the reason people initially sign up for these services, but once they get hooked, a new, unique opportunity for marketing and communication is opened up. As more and more people use these services, marketers and other professionals need to adapt and change their marketing strategies to include exposure in these areas.