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It’s no joke, that today’s marketer now needs to be an expert in both traditional and online marketing. By traditional marketing we mean: strategic planning, event management, lead generation (direct mail, call centers, etc.), lead management (CRM), advertising, brand management, and media/analyst relations. And by online marketing, we mean web-site management, email campaigns, online listings, search engine optimization (SEO), online events banner ads, click-through, media relations and more. So now let’s throw Social Media in the mix. What do we mean by “social media”, well let’s take all the Web 2.0 tools and technologies: blogs, wikis, bookmarks, RSS feeds, podcasts, webinars, tagging systems, micro-blogs, community management, social networking, voip, and instant messaging and provide them to marketers as new processes, tools and technology to better communicate, collaborate and connect with employees, partners, vendors and customers. So their bag of tricks just gained 1,000 kilos and became more complicated as the lines of traditional and digital marketing begin to blur. So how does a experienced marketer begin to reap the benefits of social media without getting caught in all the acronyms, definitions, technology, and wet paint of the whole Web 2.0 thing?

First, lets start by understanding that “social media” are processes and tools to aid in your marketing goals and objectives. With that understanding, we can begin to look for opportunities within your processes to apply “social media” for measurable and tangible results. Just so it’s clear, you need to map out your use of Social Media as part of your over strategy and programs. Looking for marketing opportunities to gain a clear objective or benefit from the use of social media.

Second, it’s not an “all or nothing” approach, you pick and choose the social media concepts, processes and technology that’s going to support your efforts. As good marketers, you create a marketing plan and then work the plan. Social media can be another channel to support your goals. Remember to test or pilot each new social media approach, allowing you to fine tune or tweak your programs, before you open the doors to the world. What I mean by this, for example, you want to test “podcasts” as a way to validate your expertise and generate additional leads. Pilot your podcast on a couple close partners and customers to see if you will achieve your message and motivation goals. Also ensure, you have create an opportunity for open dialogue, feedback and lead generation. Once you feel comfortable with the results then launch it to the world. It doesn’t hurt to pilot more then once, testing different messages and approaches.

Third, map your process starting with your target audience and ending with them as loyal repeat customers. Do you see any weak links, openings to competitors, opportunities to build dialogue with social media, ways to increase lead generation. Can you capture and respond to leads in real-time? Can automation simplify, support and improve productivity of your marketing efforts?
This is your opportunity to think-out-the-box, move away from traditional and think digital, the growth rate of social networking has been nothing short then a sky-rocket, (ie. Facebook, LinkedIn) how can you tap that potential? Micro-blogging the same ….(Twitter).

Fourth, a good exercise is to look at your marketing programs planned and test your communication channels….traditional, online and social. Will one work best or a combination of all three? Let’s take Media Relations for example. In traditional public relations, we write and push out to our network of reporters and publications our press release via fax. We monitor editorial calendars for opportunities to pitch our experts or a byline by phone. Then email came into being replacing the fax and we post our past press releases and published articles or stories online. Now social media comes into to play with RSS feeds, product and company blogs, communities of information we target to post on, online listings, customer reviews, fan pages, and even services brought to us looking for information, like HARO, Help A Reporter Out, populates my email box three times daily, with reporters looking for experts on various topics. (www.helpareporter.com) You get my point, media relations has evolved and your program needs to do the same to stay competitive and even outshine your competitors in your target business, trade and industrial magazines, newspapers, TV, radio, both traditional and online as well as blogs, wikis, forums, and target communities. Which as we know helps support and drive business growth.

Summary
This article was not designed to provide all the answers, but maybe allow you to start asking some of the right questions, about social media, and the benefits for marketers. To start to pilot and test ideas you have to reach, capture, sell, maintain and empower your customers. Have you built your customer base into your marketing plans? Beyond just focus groups, pilots, testing and research… How is the dialogue with your customers? Have they brought you new business?
Just a few ideas to think about.