As an aspiring social media marketer I find it important to try to stay on top of new tools that become available to me. I like to get in on it when it is still in its Beta stage and play around, and get familiar with it.
Today, we have social bookmarking, social networking, blogging, microblogging, and the list seem to get longer for each day. Do you have to use all of these tools in your marketing effort? Of course not. But should you? That is debatable too.
The way I see it is that is a common marketing misconception that businesses should take advantage of every tool available to them if using that tool could potentially attract new readers, visitors, or customers. While all those three things are great, and so is trying out new tools, attempting to try every tool in your marketing effort will probably end up costing you more than it will do you good, especially if you insist on always being first in.
When a new social media tool is released, early adopters rush in (myself included), but from a marketing perspective, being an early adopter is not a great move. Why? Uhm, simply because it is a NEW tool. If your customers aren’t using it, then what is the point of you using it? If your target market is not using the tool then you will spend time and effort on something that will not generate any revenue for your company. Your marketing message has to reach your actual market (one of the basic principles of marketing), something that is sometimes forgotten in the hype of social media. Basically, if you’re clients/customers are not there yet, what is the point of you being there?
My opinion is that as a social media marketer you need to stay on top of the game and be aware of all the new tools. Try them out if you can, just so you know what they are all about just in case a client would come to you asking if you could do something with that specific tool, but don’t push it onto your clients unless you are absolutely sure the target audience is already actively using the tool.