Is your business generating the right kind of attention from customers and job applicants?
If not, says best-selling author David Meerman Scott, you're probably missing out on the advantages of social media.
In this Monster video, Scott (The New Rules of Marketing & PR, 3rd Edition, Wiley 2011) points out that in contrast to more traditional PR methods, social media allows you to own the attention your business generates.
Whether it's via video marketing, a small business blog or social media recruitment, now is the time to utilize social media to increase your company's profile.
By: David Meerman Scott
There’s basically four ways that companies can generate attention. They can buy attention -- that’s advertising; you can buy attention by advertising in a magazine or newspaper; you can advertise at trade show by renting booth space. That’s one way.
The second way you can generate attention for your business is through the media and you can try to convince the media gatekeepers, the journalists, to write or broadcast about your business.
The third way companies can generate attention is through sales people. You can have, if you have a store front, you can have sales people in your store. You can have them telephone sales knocking on doors whatever. Sales people.
The fourth way which is the one that most companies don’t pay enough attention to is that you can own attention through publishing information on the web.
You can publish an interesting blog, you can publish Youtube videos, you can have Twitter feeds, you can have e-books and white papers and photographs and charts and graphs and all kinds of other really interesting content.
We’re doing that right now, we’re creating a video here together. We’re creating a way to generate attention for our businesses by doing a video, just like we’re doing right now. Anybody can do this.
So I find that so many companies spend the majority of their time and their effort and their resources on those first three ways of generating attention which are typically off line; they buy attention through advertising, they try to get the media to talk and broadcast about them and they have direct sales efforts.
There’s nothing wrong with those things. I’m not suggesting that companies not do them. But there’s so little attention in most organization around earning people’s attention by creating really great information on the Web that then serves as inbound marketing to drive people into your business.
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