MB Attends Social Media Breakfast Ottawa 12
October 28, 2009 - Can we draw a comparison between social
media marketing and prescription medications? Krista Napier,
Senior Analyst for IDC certainly tries in her October 14th
Social Media Breakfast presentation, "Hype Vs. Reality: Where
does Canada Stand?" attended by MB Marketing and Events
Coordinator, Melissa Ray.
With her presentation focusing on how Canadians are using social
technologies, Napier begins her talk by asking, "Wouldn't it be
nice if a business knew all the potential benefits and potential
setbacks of a social media campaign, [prior to its launch]?" while
also suggesting that social media marketing might be more appealing
if its potential outcomes were summarized like prescription drug
advertisements.
Almost all drug advertisements seem to be locked into the same
script: benefits are introduced and are quickly followed by the
product's potential side effects. By seeing both the potential pros
and cons of a medication, users are able to make a more educated
decision about taking it. Similarly, if a business knew all of the
potential ups and downs of online advertising before investing
their time and money, then perhaps they might be more inclined to
implement a social media policy to help construct a social media
campaign.
"Hiring a qualified marketing agency or
social media consultant to help your business design and manage a
targeted social media plan may be one of the best ways to really
gain a foothold in today's online world," says Melissa Ray,
Marketing and Event Coordinator for Marketing Breakthroughs
Inc.
But as it stands, Napier's research reflects that the majority of
Canadian businesses still don't see the value of social media and
many perceive it as a waste of time. This may be large in
part to the fact that many companies don't know where to start when
it comes to introducing social media into their business.
With only 2.5% of businesses acting as social media innovators,
and 34% in the early majority phase, many are beginning to utilize
social media, but not nearly as many as Canadian media pushes would
like to suggest.
Contrary to popular belief, large businesses aren't even the
widest users of social media in Corporate Canada. Napier's
presentation materials show that more small businesses have been
adopting social media tools at a formal level.
"Although corporate Canada may not be buying in to the benefits of
social media just yet, the online public has," says Derek Smith, Social
Media Specialist at Marketing Breakthroughs. "Companies should
recognize that online communities are talking about them and they
need to join the conversation to stay ahead."
With security, lack of senior buy-in and fear of decreased
productivity rounding out the top reasons why more companies are
not increasing their social media involvement, Napier hopes that
continued support of social media marketing at the departmental
level will help social media practices win over Canadian
businesses.
