The latest issue of B-to-B tackles the topic of social media as a revenue-generating marketing channel—more specifically, can social media be a revenue-generating marketing channel?
The article features opinions from experts on both sides. It seems the jury is still out, but nothing sums up the dilemma better than this quote from Matt Ceniceros, who runs FedEx’s Citizenship Blog:
“If you look at social media as a channel instead of a new frontier, it becomes more tangible. From a media relationship standpoint, the way we talk to print isn’t the same way we talk to broadcast, for example. As the business world becomes more sophisticated in using social media, its special way of being addressed will become more sophisticated as well.”
We couldn’t agree more.

Here’s one for the doesn’t surprise us folder: Social media usage in content marketing jumped 500 percent in two years, according to a new Junta 42 study.
Other content products that have seen the biggest increases since 2008 are blogs, online video and eBooks, followed by digital magazines, podcasts and microsites.
Does this mean your company should be using the hottest tools and ditching the least popular ones? Not at all. What it means is that there are a lot more ways to communicate with your audience these days.

Are your content marketing efforts hitting a wall? Does it seem like your e-mail blasts and newsletters disappear into cyberspace? Do your carefully crafted Tweets, status updates and posts feel like a waste of time?
The truth is converting content into cash is easy, but it takes getting into the skin of your readers and winning their trust and friendship. Here are secrets on how to do this from online business blogger Dan Ohis:

It may seem like newspapers, magazines and television stations are the experts when it comes to developing local content, but small businesses could have a corner on that market, too—if they just took advantage of it. More consumers are seeking online content about events they can attend in the community and information about local organizations—and small businesses are in the prime position to fill that niche, according this BizReport blog.
Social networks are the best way to publicize this information because they are “becoming the new search engine,” said Jon Zack, co-founder of EggZack.com, which gives businesses an online platform for creating, uploading and distributing online newsletters, event flyers and other marketing materials. Sharing content through social networks ensures that customers will hear about the event and perhaps even repost a link to the information for family and friends.

At Hammock, we know that a well-executed content marketing strategy will allow a client to influence the decision-making and buying behavior of their customers, which is why we were not surprised to read the results of the latest annual Junta 42 Content Marketing Spending Survey, showing that 59 percent of those surveyed plan to increase their spending on content marketing in 2010. For marketers, the research show that content marketing spending is growing rapidly as a portion of their overall budget—serving as 33 percent of current overall marketing budgets, compared to only 11 percent in 2008. Marketers are expected to spend those bigger budgets on social media (72 percent), enewsletters (63 percent), blogs (63 percent), whitepapers (48 percent) and article marketing (48 percent).
View the Content Marketing Spending Report.

You’ve heard it before, the people who don’t really “get” Twitter say it’s just for telling other people about what you had for lunch. But if you’re a marketer, you know Twitter is (and can be) so much more than that.
Jason Falls knows this. In a recent post on Social Media Today, he breaks down the four social media marketing styles that he’s observed using Twitter:

• The Conversationalist. Those who “use Twitter for their business, but seem more apt and willing to participate in the daily chitter-chatter…”
• The Conversational Marketer. The marketer on Twitter who “… has a more obvious, even stated, purpose for using Twitter.”
• The Salesman. Falls says this is the marketer who pushes products more than 50 percent of the time, conversing with others even less.
• The Broadcaster. Falls initially called this type of marketer the “spammer,” but notes many of them definitely have a following.

So, which marketing style do you have on Twitter?

I recently attended my first Lunch & Learn hosted by Association Media & Publishing. What a great program for association professionals! This one was covering use of social media — an important topic around here at Hammock.
One of the things that I always find most valuable at such gatherings is the questions people ask. They give you a little window into understanding the association audience they serve.
I found myself asking “How would we answer that at Hammock?” since we are using all types of social media tools as part of our content marketing strategies every day. Instead of blurting out answers there, I circulated the questions to our Internet marketing team and here’s what they said.

As Twitter continues to roll its new “list” feature, they’re quickly becoming a popular tool for users. Not only can you create your own lists to help you keep track of groups of people you follow (although your lists can include Twitter users you don’t follow too), you can also follow the lists that others create. For example:

1. New to town? If you’re relocating, you won’t have to look very far to find great lists of city-based Twitter users. Local lists created by other Twitter users will give you a good snapshot of activity and the people to follow in your new hometown. For example: Rex and 125 other folks are followed on a Nashville list curated by Jenni Leeds. That’s 126 opportunities to make new local connections.
2. Web content. At Hammock, we’re already showing how Twitter lists can become great content on a website by creating an entire new section on SmallBusiness.com. Each day we’re featuring a list of a different city’s Twitter list using local merchants, shops, cafes and entertainment venues. It’s a great way to get a feel of small business in that town without going to the trouble of even setting up a Twitter account. (Also, you get to see Twitter-only special bargains.)
3. Local news. If you want a one-stop source for getting news from multiple sources, a simple list is all you need to create. Regina Davis keeps such a news list and with one click can be updated on the news around her.
4. Industry peers. Twitter has always been a valuable tool for staying connected to professional peers all around the country (and the globe). Linda Owens recently created a list of her counterparts from the association industry.
5. Coworkers. Rex keeps a “Hammock Inc.” list where the tweets of employees show up in one spot. It’s easy for him and others to keep up with us with just one click.
6. Experts. Over at SmallBusiness.com, we also keep a list of “influencers” in the small business world. These folks are at the top of their game when it comes to small business marketing, startup and news.
7. Humor. I’ve been included on a list of people with “cool hair” that was created by Wesley Faulkner. Now that’s just fun!

“I’ve always viewed Internet list-building a great service one person can do for someone else — and some very entertaining content,” Rex says. “For example, I have some people I turn to for curating new music I might like — who make it easy for me because they create their lists on the iTunes Store.”

Having an understanding of “list curation” as a service or personal expression can make it very easy to see how powerful Twitter Lists can be. It’s especially great for a person who doesn’t want to “tweet” but who will now be able to have a better understanding of the power of Twitter.

I just added a link to Hammock’s list of articles related to social media, magazines and everything that we love about what we do. We do this every day as a way to share articles that we think are interesting, important, informative or sometimes just plain funny as they relate to our work. It’s called bookmarking, and it’s quickly becoming a popular way to share, interact and drive traffic to your website.

An article I read last week really breaks it down.

“If you bookmark a link today and within ten days from now 1000 others also bookmark it, the bookmarking sites treat you as an authority on that particular subject because others follow whatever interests you.”

Not only does bookmarking help to make you an “authority,” it can also help add fresh content to your website. If you blog, many services like WordPress offer a plugin or widget for your bookmarks.

Delicious, Digg, Reddit and Stumbleupon are just a few of the most popular bookmarking sites. Add us to your network on Delicious. We’d love to see what you’re reading about right now!

Call it a diamond in the rough. You have a Twitter account and a Facebook account — and that’s a great start — but now what? What are you going to do with those tools to really make your social media efforts shine and meet your business goals? We’ve got four ideas to keep in mind as you continue to build and use social media as a star in your marketing arsenal.

Continuity: Continuity is not a word many of us use in everyday conversation, but it simply means the “continuous or connected whole.” Your social media efforts probably have several parts and pieces. Are you using the different parts and pieces to support the others? Are you blogging and using Twitter to share your blog posts? Are you using Twitter to update Facebook? Connecting all of the tools will provide you with the most bang for your virtual buck.

Collaboration: When you join social media groups online – from Facebook “fan” groups to industry-based community forums – you immediately connect yourself with like-minded people. Use your connections to reach out for collaboration when you need to. Perhaps you need to conduct a quick informal survey of customers, members or followers, Twitter is a great tool for getting instant feedback. If you need help with more long-term collaboration, connecting with your Facebook friends or fans might be a better route to take.

Cultivation: Of course you’re using different social media tools to tell people about your business, your association and even sometimes your personal life, but are you reaching out and showing some interest in others? Make sure that you’re making the most of these community-building tools to cultivate relationships. You never know when the friend of a friend might need your services or when a “fan” might become your most active advocate or local chapter member. Reply to others, comment on pictures and blog posts, share and re-share information that others have shared with you. After all, cultivating relationships is one of the main reasons you signed up for all this social media craziness!

Creativity: Writer’s block? Word on the tip of your tongue? What exciting place can you take a new client for lunch? The social media tools that you’re already using can provide a great place to ask questions to get your creative juices flowing again. Ask your Twitter followers for another word for “big” and I would bet you get at least a dozen answers. Ask your fans on Facebook for input on a new logo, and you’ll probably get more opinions than you care for. The creativity of your network is sure to impress you if you simply look for it.

Getting the most out of your social media efforts will take time and attention, but once you make the commitment and follow the four C’s, you’ll see how quickly you can reap the rewards that will help you meet your business goals.