A new study by the Center for Marketing Research at the University of Massachusetts Dartmouth shows that Inc 500 companies used LinkedIn and blogging tools more in 2012 and Facebook and YouTube less. The companies also turned to Foursquare and Pinterest more often.
This is an interesting trend because the year before the companies were excited about Facebook.
Keep in mind that LinkedIn has become the business networking tool. Facebook is a great place to go if you are a B2C company or local, but if you cater to B2B businesses, then LinkedIn will be better for you, and more effective.
Of course, Inc 500 companies are not small businesses. But I think small business owners can learn from the big guys what is effective in online marketing.
Let’s start with blogging.
For a while, businesses turned away from blogging. They didn’t see the value. At that time, interest in social media was beginning to grow, so there was a natural exuberance that resulted from this new phenomenon. I think businesses have learned that social media isn’t quite the magical panacea they thought it was. In truth, social media can be effective, but it’s best used in conjunction with a well-maintained corporate blog.
The Truth About Social Media
So is social media worth it? It depends on what social media you are pursuing. Our rule of thumb is to choose the social media that is going to put you closer and more in touch with your targeted audience.
For some companies, that might be YouTube. For others, it could be Pinterest and LinkedIn.
If you go where your audience is rather than where all the other businesses are, then you’ll be much more effective in your online marketing.