By Steve Outing
The topic is the transformation of Internet marketing. (To my news industry readers: Don’t ignore this; it applies to you, big time.) Crowther’s premise is that social media and social networks have given companies one of those rare openings to take advantage of in getting to the top of search engine rankings and driving tremendous online traffic. The window may only last a year or a year and a half, but for those willing to learn how to do social marketing — and do it properly — there’s a tremendous opportunity.
Crowther likens 2008 to what it was like in 1997, when if you knew what you were doing, it was relatively easy to get to the top spots of online visibility for whatever niche you were in.
I spent the last couple years working in social media with my start-up company, and when our initial strategy faltered, we transitioned to trying to utilize the platform we created for social media and social marketing purposes for media and brand companies. We didn’t succeed well at that, and my company died.
Perhaps my colleagues and I weren’t the most brilliant salespeople in the world, but that wasn’t the main problem. (I’ll ‘fess up to not being much of a salesperson, but that wasn’t the case with my colleagues.) What we ran into was resistance to the very notion of social networking and social media as being something companies wanted to explore. They wanted to wait and see before putting any effort or resources into social media or social marketing. (I’m generalizing, of course, but that was the response enough of the time to make me very frustrated by the resistance to what is an obvious sea change.)
I urge you to view the StomperNet video. If you don’t think it’s relevant to your media company, well, maybe you’re in the wrong business.
(Yeah, Crowther is trying to sell something: his company’s advisory services. But you can get a lot of great free information from this video and accompany free PDF report without paying him a dime. So I have no hesitation in recommending this.)