This editorial was published in the Tennessean this weekend. David Bohan, the founder of Bohan Advertising, has some interesting insights that can be easily applied to the nonprofit community:

June 15, 2008

Social media: Savvy marketers take advantage of social network sites

By DAVID BOHAN

Many business people today are following the example of their teenage children by going social online.

Use of social media is now commonplace for more than two-thirds of business professionals. Social media include a number of digital tools.

First are social networking sites. LinkedIn, Yahoo, MySpace, Facebook and Twitter lead the site parade used by professionals and organizations to stay in touch with prospects, clients and colleagues.

Other social media that can be measured – and therefore analyzed by business people – include blogs, message boards, podcasts and e-mail.

A recent study by Communispace focused on the fulfillment of social needs online. The findings suggest that businesses can create greater affinity with prospects and customers by understanding the reasons behind the popularity of social networks. Here are some of the things users like:

• People can define and redefine themselves with their profiles online.
• Social networks allow people to develop and manage their virtual reputations.
• Contact and feedback enabled by the Internet are the best ways to seek and provide help.
• Online communities are places where people find others with similar tastes and interests.
• A real community is formed when mutual interests are teamed with long-term relationships.

An example of a Nashville marketing success with social media is a project done by Cricket Communications, the cell phone company. Cricket significantly boosted its exposure in Nashville’s musician community through social networking that involved a contest for bands. That concept is growing into other markets.

Opportunities abound

Social media create some significant opportunities for businesses. An interactive agency called smashLAB in Vancouver recently published a white paper on social media. Social networking opportunities it cited included:

• Social networking helps business owners connect with their best customers.
• It gives customers a platform to communicate and a reason to become advocates for a business.
• It creates a shift from simply sending a message to engaging the recipient in conversation. The process invites discussion, and it allows users to share their experiences.
• Blogs promote customer response and help business owners gain insight.

Customer feedback, which is almost instantaneous, allows you to measure marketing’s effectiveness quickly and then to modify your tactics.

Concentrate on delivering value to interested parties without immediately concentrating on the desire to sell your product or service.

Build relationships between your company and customers by being active in the social media environment. Use social media to experiment. Ask for feedback; listen carefully.

Smart marketers are recognizing the role social media play in creating brand perception. Whether consumers simply read blogs or participate in sites, they all are part of the new social media world.

Savvy marketers are exploring this brave new world with them.