Here are the top 5 myths that cause individuals and companies to be weary of social media marketing:

1. They’re afraid they’ll lose control of their brand.
2. They don’t understand it.
3. The effectiveness of social media is hard to measure.
4. They’re afraid their employees will be on Facebook and Twitter chatting all day.
5. Social Media is costly.

Ladies and Gents, don’t be afraid. We can debunk each and every one of these myths and get you on your way to social media marketing the smart way.

Fear: Losing control of your brand.

When you start a business you hope that people will hear about and discuss your brand. Word of mouth is a key to brand success, especially if you’re offering a service. Clients and the general public are going to talk about your brand; don’t you want to be part of that discussion?

If you’re involved in the dialogue you can help direct the conversation to benefit you and your company. The truth is, not being part of the banter can lead to loss of control; not the other way around. Get in there and join the discussion.

Fear: Social Media marketing is confusing.

Many companies still don’t know how to use social media effectively. It can be confusing and intimidating. It’s very easy to look at other brands and say, “they use social media so well, I could never do that!” But, you’re wrong! All it takes is a little getting used to. READ about social media techniques online; WATCH informational videos on YouTube; LISTEN to your colleagues talk about social media and pick up the tid-bits they’ve acquired along the way.

You will be shocked at how easy it is to pick up some basic skills. Hire a social media guru to get you started and after a few weeks you might find yourself confident enough to go it alone.

Fear: Social Media marketing results are hard to measure.

The idea that you can’t get an accurate read on your social media success or failure is ridiculous. The truth is, it couldn’t be easier! You can debunk this myth yourself by just searching “Twitter/Facebook/Google/etc. tools” online. There are SO MANY measurement and analytical tools floating around the web that calculate your data and spit out information instantly. Tools like Twitalyzer and Google Analytics can be hugely helpful.

Fear: Employees will be on Facebook and Twitter all day.

Face it: you’re employees are on these sites anyway, so why not use their presence to boost your brand? In fact, it would benefit you to ask them to post company updates to their Facebook and/or Twitter pages. Use your social media resources! Additionally, keeping your employees off Facebook, Twitter, YouTube, etc. is restricting them from massive amounts of information that could benefit your brand. Social media sites are the most populous and popular sites on the web. YouTube alone is the second largest search engine in the world! Everyone else on the planet is using social media; why shouldn’t your employees? All you need to do is apply some social media guidelines and/or policies to help structure their time on social media sites.

Fear: Social media is costly.

Well, this one is easy to debunk! Unless you’ve been living in a remote village you should know that social media is not only easily accessible, but it’s FREE. Think about how much you currently spend on ad banners or television ads and then compare that to the $0 that social media costs. Nice, huh?

Alright, alright! It’s not entirely free. We know time = money and social media marketing takes time. It does not, however, compare to writing those advertising checks you’ve been writing.

Last month we alerted you about the impending social media boom and encouraged you to jump on board. We did not, however, expect it to be moving along as quickly as it has been; and only 1 month into the New Year!

One of the biggest ways Americans mark the New Year is the Super Bowl. For 44 years the Super Bowl has been a tradition; changing little from year to year. This year, however, we saw drastic changes in the way that the NFL marketed the big game. They used social media outlets on a large scale to market themselves. Three major elements of their campaign this year were:

1. Using viral video and social media sites to manufacture controversy.

2. Generating buzz about, not only the Super Bowl, but sports in general with online contests and polls.

3. Taking on advertisers, like Pepsi, who are opting out of televised adverts for alternative online marketing schemes. This year’s was an online charity for positive impact called the “Pepsi Refresh Project.”

If you think the Super Bowl, one of America’s most profitable events, was taking a chance on social media marketing, you’re dreaming! The NFL knew how impactful social media marketing has been and will be in the future. They took advantage of an online phenomenon to power their corporation and lead them to even greater success.

Not convinced? Here are some facts and figures for the near future:

- Money spent on social media marketing expected to reach $3.1 Billion by 2014

- Social media markets expected to rise 34%/year over the next 5 years; faster than any other online media

- Facebook utilization is up 116% this year with over 200 million users

- Below is a chart displaying the forecasted U.S. Marketing Spending up to 2014

*All information gathered from http://www.mashable.com, http://www.clikz.com, http://www.techcrunch.com

gWave and Christie Media are hosting a Social Media Marketing workshop on Thursday February 11th in Downtown San Diego.

You will learn how to create online video buzz to build your business!

Things you will learn:

Why Should My Business Care About Video?

• What’s the video buzz about?
• How to create a compelling story
• Busting down the myths

How Do I Get Started?

• How can you leverage video?
• Programs and cameras; how simple is it?
• Video hosting sites/channels, what’s out there, what to use?

There is no charge for this seminar, a light breakfast will be served. Seating is limited to the first 25 people, so RSVP soon.

Presenters:
Bekah Christie, Principal- Christie Media
Melani Gordon, Founder - gWave Consulting
Date/Time:
February 11, 2010  8:00-10:00 a.m.
Location:
Hive Haus - 770 11th Ave, San Diego, CA 92101
(corner of 11th & F.)
RSVP:
Reply by February 9, 2010 (seating is limited!)

LET US KNOW YOU’LL BE THERE! CALL: 619-894-0384 or RSVP YOUR COMMENTS BELOW

One of the largest mistakes companies who utilize social media are making is not integrating social media marketing into existing activities. What are you doing already that you can integrate social media into? Let’s get real; it’s 2010 and it’s now necessary to have a mobile device that lets you accomplish what your computer can. Think about how much more media- productive you would be if you had a mobile device that let you update Twitter, Facebook and check your e-mail while sitting in rush hour traffic or standing in line at Starbucks?

Social media can be hugely overwhelming, but now’s the time to jump right in. You can no longer afford to not participate. It’s shocking, but true; companies that do not use social media to engage the public are quickly becoming idle. Americans are largely reliant on social media to get information and updates about various industries and companies, and if you aren’t linked in you are missing out on a massive portion of your client base. Many underestimate the power social networking has to build real, working relationships with their clients.

· 60% of Americans regularly interact with companies on a social media site

· 43% of consumers say that companies should use social networks to solve the consumers’ problems

· 41% believe that companies should use social media tools to solicit feedback on products and services

Social media is still often referred to as “new media,” however it isn’t; it is media. Think about the last major news story and how you found out about it? I think it’s safe to assume that the majority of you did not read it in a newspaper. You probably got an e-mail update from an online news source or saw someone’s status or post on Facebook or Twitter. We no longer look for the news; the news finds us. (Social Media Revolution, video, YouTube.com)

Over the holiday break, I decided to turn a couple of leisure trips into business. First up, meeting with the marketing director of Diamond Peak Ski Resort. I had been monitoring them via Twitter leading up to their opening day - December 17th. Ski and snowboard fans experienced some great fun, trivia and contests. Did they work? Let’s find out.

1. First up, their “30 Day Countdown to Open Trivia Contest” that awarded one lucky winner of the trivia question of the day - Free All Day Lift Pass.

The contest ran for 30 days and increased their web traffic by 110% and a 13% increase in Facebook fans. In such a competitive landscape, Diamond Peak for sure marked this as a WIN.

2. With over 15 ski resorts in the Tahoe region, Diamond Peak gets innovative. Next up, Last Tracks Wine Tasting. The resort sales a limited amount of tickets every Saturday for those who want to enjoy the beautiful views of Lake Tahoe while tasting fine wines and tasty appetizers. Afterward, guests ski, telemark or snowboard down a freshly groomed blue corduroy run to the bottom (Ummm, I’d pay extra for that).

Why does this work? Because they took advantage of a feature that other resorts can’t compete with - The Diamond Peak Resort view of Lake Tahoe. We also spoke about a new concept “Early up powder.” Reminds me of the extended Disney Theme Park hours.

Well done!

The Marsh Café in San Francisco! They found the most unique way to display their emergence into the social media world. This summer they put up a sign that read “Foursquare mayor drinks for free” in order to promote Foursquare. Foursquare is a location-based social network that helps people connect with anyone (you don’t even have to know them) using GPS via a mobile device. Since the promotion, business for The Marsh Café has been in demand, they have had to hire more staff as well as extend their hours of operation to meet the needs of their new consumers.

Cari Turley, the manager of The Marsh Café, an active social media user worked with Denis Crowley, co-founder of Foursquare, to develop a box application that would promote The Marsh Café on the social media site itself. With the excellent strategic plan to promote a new social media site, The Marsh Café in return got a lot of media coverage which brought attention to their business. Hi-five to the Marsh Cafe!

It is obvious that people around the world are spending more and more time online, making social media properties a valuable asset to any industry. With the holiday season rolling in, shoppers everywhere are resulting to social media as a shopping aid. Deloitte’s 24th Annual Holiday Survey of retail spending and trends confirms that social media and mobile phones are key influencers this holiday season.

How you may ask? Take a look at these stats!

-    17%  of all consumers are planning on using social media during their holiday shopping

-    60% of those consumers are planning on using social media to find discounts, coupons, and sale information

-    53% of all consumers are planning on using social media to research gift ideas for family and friends

Age is no factor when it comes to social media. From those consumers who are planning on using social media as a shopping assistant – more than half are in the age group of 18-29, 33% are in the age group of 30-44, and 12% are in the age group of 45-60. With the internet being a top shopping destination for all ages; 22% of consumers are planning on shopping primarily online this holiday season with 44% of the shoppers planning on using coupons obtained online at local stores.

With the current economic downfall, social media is a key factor to attract those consumers who are planning on using the internet as a shopping aid. How will you market your business this holiday season?

September 22, 2009 - San Diego, CA

Maximizing the effectiveness of your marketing efforts is always important to the success of your business.

You will learn:

How to Develop a Killer Marketing Plan:

•    5 minute marketing planning, just the essentials
•    Time-tested marketing principles, such as repetition and testing and measuring
•    The AIDA Attention, Interest, Desire, Action principle
•    How to critique your own ad material

How to Develop Your Own Social Media Plan:

•    Your digital identity, building your brand socially
•    Engaging your community, building relationships
•    Social media tools, terms and trends
•    Best practices and case studies

There is no charge for this seminar, a light breakfast will be served. Seating is limited to the first 25 people, so RSVP soon.

Presenters:
Annita McDonald, Principle/Licensed Business Coach - ActionCOACH
Melanie Gordon, Founder - gWave Consulting
Date/Time:
September 22, 2009  7:30 - 9:30am
Location:
Hive Haus - 770 11th Ave, San Diego, CA 92101
(corner of 11th & F.) map
RSVP:
Reply by September 18, 2009 (Seating is limited)

LET US KNOW YOU’LL BE THERE! CALL: 619-894-0384 or EMAIL US

Basically if you haven’t been living under a rock for the last decade, you’ve been able to watch the slow progression of the social democracy of media. As access to the Internet continues to grow, the world has seen profound change. It’s easy to see the revolutionary advances in online technology mainly through Social Media and Web 2.0 programs. As a result the general public, or more importantly for businesses consumers have been given unheard of freedom in distribution of information and human interaction through a variety of mediums. The last ten years have been about the redistribution of influence and authority. Some of the most noted traditional media sources can no longer compete with the influence and power of many bloggers.

Social media has turned the average consumer into an authority, brand ambassador, and critic. This trend has many traditional businesses fearful and unwilling to interact with consumers. Others are rushing to create accounts on Twitter and Facebook but don’t know what to do with them.

3 important tips to get involved with online audiences:

1. Be a trendsetter or a tastemaker

Now that social media has changed the authority of media from a top down approach to an equal playing field businesses need to start earning their brand authority online. If your company has all the credibility of a big name brand, that doesn’t mean an online community will respect or acknowledge that. In order to be successful companies need to work towards providing value to their consumers through beneficial content for their consumers. Great examples include Dell Outlet which promotes new products and deals and Southwest Airlines which features last minute deals on flights.

2. Listen to your audience

In order to be truly effective online businesses need to start learning and being open to more proactive communication through Social Media channels. Just because someone writes a negative review of your business on a website like Yelp.com doesn’t mean you can afford to not acknowledge or deal with an issue. Think of Social Media as a chance to deal with issues your company may be facing and an opportunity to grow your business to it’s potential.

3. Be attentive and committed

You can’t expect to build an online community overnight and the long term investment in effective Social Media management often leaves many companies unwilling to use the medium. What companies need to realize is that while it’s easy to write off Social Media, the Internet has provided them with an opportunity for free Public Relations, Promotion, and Market Research. Try asking your Twitter or Facebook followers for advice or commentary and you’ll see just how effective Social Media can be.

With more and more tools being created to measure marketing metrics it’s becoming easier for businesses to dive into the world of Social Media. While the use of Social Media may not be apparent for all industries it can be used to build awareness of any brand. When creating an online voice ask yourself what you can provide and not what you want from your consumers. These tips should help guide you in the right direction.

Here are 3 twitter tools to get you started:

Twitpic: Share photos online through your Twitter account. Try adding pictures of new products or report from any conventions or seminars you may be attending.

Twitter Grader: Measure the reach of your followers online. This tool judges users based on the number of updates posted, number of followers, and other variables to create a profile of a Twitter account’s power.

Tweet Later: Create timed Twitter posts in advance or send direct messages to followers automatically with this powerful tool.

I had the chance to see Gary live at SXSW 2009. His panel was titled Video Blogging: Turning Wine into Gold. If you haven’t had the pleasure of hearing who Gary is - this will be a great intro video for you.

Caution, adult language.

Watch Gary Vaynerchuk of Wine Library TV at SXSW. Gary discusses his knowledge and expertise about video blogging and self branding in the ever growing world of online video blogging.

These are the best highlights in a 10 minute reel.