Dave’s Take

Lately there has been more buzz about Twitter than the plight of the U.S. economy. The MSM has beaten the tweet phenomenon to death, making it out to be just one step short of sliced bread. Celebrities are tweeting, politicians are tweeting, even people who don’t normally embrace new media (Elizabeth Taylor, Larry King, John McCain) are sharing their most inane thoughts via the tweet. Which begs the question, ”Why do we need to be alerted to someone’s mindless140 character thoughts at any time of the day or night?” Personally, I don’t really care when Ashton Kutcher is headed to the grocery store to buy salad fixin’s or what Paris Hilton’s latest buzzword is. In my opinion, only twits tweet. However, actual social networking can provide substantive advantages to the businesses that embrace it.

Before you write me off as another guy who “just doesn’t get it,” think about this: While 83% of the Internet population is using some form of social media, less than 5% actually turn to it for advice on purchasing decisions. In a new study, “How People Use Social Media” by Knowledge Networks, researchers have discovered that social media is indeed lighting a new path for friends to connect, but not one that provides any real guidance on buying products or services. Not only is twitter and it’s brethren not the go-to, one-stop shops for quick advice, but only 16% of social media users say they are more likely to buy from a firm or service that advertise on social networking sites. The overwhelming way people decide on major purchasing decisions? Word of mouth. Wow, what a concept! The good news is that these stats prove you don’t have to spend big money on social sites to be successful, just provide a relevant presence for your company or service.

Despite their apparent inability to create sales, social media outlets are on a popularity upswing and businesses that ignore them do so at their own peril. Like any other tool in the toolbox, social media outlets should be kept in your marketing mix. I advise clients to open and maintain accounts on social sites like Facebook, Likedin and Tagged. I also encourage them to post informative blogs highlighting their solutions to popular problems and concerns. While they probably won’t make the cash register ring, they will keep your business or product topical and in people’s minds, which is half the marketing battle.

So remember, to keep the buzz about your company or product fluid, invest some time and thought into social networking. Concentrate your efforts on sites that allow you to create a positive image, not just a 140-character punch line. In other words, leave the tweeting to the birds.