The team from Beyond Search, the research arm of Arnold Information Technology, conducted a survey of business professionals, interviewed more than 30 business writers, and compiled supplementary research to provide a wealth of data about the implications of social networks for organizations and professionals. The team analyzed the information focused on social networks and distilled its research into the top ten trends leading into 2010.
Most of their research shows trends that would be relevant to larger businesses, but there are a few that pertain to small businesses including photographers. Here are a few of my thoughts and you can read the full Press Release below.
“Marketing via social networks will displace direct mail and slower, more expensive ways to build brands and identify prospects.”
This trend has already begun and will increase going forward in 2010. On the graphics side of my business I’ve certainly seen a drop in printed materials in favor of pdf documents, website updates and email campaigns with a slow adaptation of social media. Companies are finding they get much higher qualified prospects without the cost of traditional methods.
Photographers can take advantage of these same technologies and target higher qualified prospects through social networks like twitter, facebook and linkedIn. A fresh blogsite with interesting content and great portfolio images will help to draw them in. Providing relevant information via email subscription will enable you to keep in touch with prospects on a regular basis. This doesn’t mean traditional methods don’t work anymore because they do, this is just another option to explore and will cost little to try.
“Corporations will continue to invest increasing resources in social media, almost always at the expense of traditional media, despite the lack of clear direction and metrics to determine return on investment figures.”
Social media reminds me of the mid ‘90s when companies were jumping on the website bandwagon.
They were spending incredible amounts of money on sites not knowing if they would pay off, but did because everyone else was. For some visionaries, getting in early paid off big and other companies
were left behind.
Luckily the monetary investment in social media is very low and allows
even the smallest company to play on the same field. Take advantage of
this opportunity to get in early and be one of the leaders in the social
media space.
“The lack of robust, standardized metrics for social media will make it
difficult for organizations to establish and understand the true value
proposition of their social media efforts.”
This has been an ongoing problem and will continue until standards are
established. It’s very difficult for individuals and companies to
determine return on investment (ROI) with social media so it’s easy to
discount its value.
In social media, ROI means different things to different people. Some
want to see a direct increase in sales for their efforts while others
are just looking to build exposure for their brand. Trying to sell
directly through social networks is considered very negative and will be
met with much resistance. Instead, build exposure for your brand by
offering relevant information and having a dialog with prospective
clients. You’ll gain mindshare and be thought of first when it comes
time to hire a photographer.
“Social network technology will displace more expensive, traditional
methods in business processes from recruitment to direct marketing.”
Direct marketing is the key here, mailings, telephone calls, etc., no
one likes to be sold but we are more than happy to buy from someone we
trust. Social networks enable you to build relationships and trust with
sales on the backend for minimal out-of-pocket.
Social media and social networks are here to stay. It’s time to embrace
and capitalize on these new technologies to grow our businesses in 2010.
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