Security Dealer & Integrator

JUL 2018

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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64 Security Dealer & Integrator / July 2018 2 Social media can be used for many different purposes Social media is a communications medium – not the message itself. So it can be used for a lot of different types of purposes, each of which has its place in helping to amplify a market- ing program. You might use a post to demon- strate thought leadership, linking back to a blog post or article that talks about an important trend of interest to the industry. A post can show brand personality, recruit talent or provide an important news update. From their perspective, your cus- tomers will see your social media presence as a channel to communicate directly with your company for ser- vice, support or answers. One of the most important ways to use social media for business is to expand the reach of your messaging with paid campaigns. is is one of the very best tactics that exists right now to reach new prospects and cre- ate awareness for your brand, and it is extremely cost-effective as well; how- ever, without a deep understanding of If you want to get on board with the new media model and start using social media as part of your marketing program – and you definitely should – there are a few things you should know before you begin. 1 Social media is only the tip of the iceberg Digital marketing programs are highly personalized, and most of the tactics in use are not openly visible the way a print or display ad would be. When you see a tweet or LinkedIn post from a company that is running a full program, you are only seeing one step in a complex integrated cam- paign. But because that is all you can see, it would be easy to think that is all that is being done. is is one reason some of the newer users of social media are discov- ering their results are not what they expected. ey think they are doing the same thing as their more success- ful competitors, but in reality they are only executing one lone tactic instead of a full program. It is only when social media is integrated with additional supporting activities that it can truly deliver on its promise. W hen social media first came along and consumer brands began using it, many in the pro security industry were skeptical. More than once I heard marketers question the likelihood of anyone inquiring about a costly and complex physical security solution via Facebook or Twitter. is mindset is changing as indus- try professionals continue to recog- nize that social media platforms can significantly improve their marketing programs and outcomes. From Cisco to IBM to Oracle, the biggest brands in the B-to-B world have embraced the power of social media, and for good reason. Strategic digital marketing programs make it possible to capital- ize on social media as an important vehicle to drive results in the form of qualified sales leads. So should you just put up a profile on Twitter, Facebook and LinkedIn and start posting? e answer is no. We see brands doing this all the time, and most are probably wondering why they are not generating leads from their efforts. e fact is, you can post on Twitter, Facebook and LinkedIn every day and never see any meaningful results. How to Leverage Social Media for Marketing Five things every business owner should know to drive new business in this digital age By Diana Wolff Your Business

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