According to a study recently performed by Nielsen, 18% of searches start in social media sites, blogs, and Wikipedia, as opposed to traditional search engine result pages. This statistic is sure to rise as more and more people crave interaction online and are actively seeking conversations and information that interest them in the social media sphere.

So why is there such a rise in people searching for information on social media sites, as opposed to traditional search engines?

The raw nature of social media sites is to act as a community portal that facilitates real-time conversations. Those who search social media sites are looking to expand their search results into the realm of multimedia and results that influence conversation and do so in an extremely convenient way. They’re looking for videos, photos, instant news, opinions, updates, comments, and a place to share their ideas with others and expand their own thought processes.

How do these changes in search behavior affect your business?

First of all, it shows that your company’s participation on social media is crucial if you want prospects to find you through search.

Although websites are still extremely important in attracting clients and encouraging them to contact you or purchase from you, search is now encompassing much more than traditional business websites. This is why it’s essential for you to understand how to utilize all aspects of search when marketing and promoting your business online.

In addition to acting as a communication vehicle between you and your prospects and peers, your social media profiles also work as a way to display your company’s portfolio and establish your brand in a more interactive and social environment. If you use your website and social media profiles hand in hand, you can broaden the way people find your company and actually increase your chances of being found.

If you want your products / services to gain optimum exposure and create a demand, you must cater to every aspect of search. If your business can easily be found online, you have a much greater chance of selling to prospects than a business that only receives referrals and exposure via word of mouth.

In order to understand human nature and how it ties into communication and the speed of communication, let’s take a little trip back in time.

My goal here is to illustrate the speed, velocity, and power of social media websites and why these communication forms appeal to Internet users as opposed to lengthier forms of communication.

As you can see, human nature has not changed in our desire to increase the speed of communication. Clearly there was—and still is—a demand to simultaneously increase the speed of communication while boosting the amount of people the information reaches.

Today, everyone wants to communicate via the easiest possible form, know what’s going on in the world, and find news about topics that interest them—all in an instant. And social media is making this possible by enabling real-time communication, instant news updates, and fresh conversations.

About the author:

Michelle Salater, owner of Sumer, LLC, is an award-winning copywriter based in the Charleston area. Sumer, LLC specializes in web copywriting, and marketing and promoting websites after they launch

This is part three of a four-part write up of a presentation prepared for the women of the American Business Women of Summerville. The businesses and social media examples featured are those that I felt are most relatable and approachable.

Spirit Telecom, a telecommunications company, is a noteworthy social media case study. Spirit’s headquarters are in Columbia, SC with many other branches all over the state.

Led by Step Ahead Web Strategies, Spirit launched a “Magic Phone” Kindle giveaway in February of 2010. Using Twitter, they asked people to tweet about whom they would call if they had a magic phone.  This could be anyone, dead or alive, which solicited some very interesting replies.

The tweet also included a #hashtag (or a way to categorize tweets), a way to invite your other Twitter friends to “use” the magic phone and a link to the Sprit Web site, which featured details about the giveaway.

I like this promotion because not only was it brand consistent (a telecom company playing a phone game), but it was fun. People liked participating in the #magicphone contest because they got to play the “what if” game. I think the chance of winning a Kindle was a perk.

Since the contest, Spirit has continued to maintain their company Twitter, LinkedIn, YouTube and blog, which focuses on education and communication.

What We Can Learn From Spirit Telcom:

1. Be consistent with your brand– Using a phone game for a telecom company makes sense. When selecting your own social media tactics, strive for brand consistency.

2. Use what’s popular and what works – The Charleston Twitter community is very active and close-knit. Spirit used this to their advantage by creating a community through a popular platform.

3. People like freebies– Again, finding an incentive for people to take action is sometimes all it takes. According to the Step Ahead blog, the competition drove 4,500 hits to the Spirit Web site. Could this have been done without the allure of a freebie? Perhaps, but it’s nice to reward those loyal participants and brand evangelists.

4. Maintain regularity after a promotion – Post-contest, Spirit has maintained a significant online presence using social media platforms. This shows that they are serious about the relationships they’ve built and will continue to put the effort in to the online community, even after the promotion is complete.


About the author: Ashley Thiesen Caldwell is the founder and owner of  The Modern Connection, which is an Internet marketing business with a social media focus based out of Charleston, SC.  www.TheModernConnection.com

Twitter, YouTube, Facebook and blogs … Just when you think you’ve got it all down, along comes something else to surprise you. If you are a social media fanatic, you probably stay current on what’s new and buzzing. But if you’re a social media newbie, this post is for you.

So what exactly is social media? What’s it used for? Who uses it and why?

The short answer is that social media is a new form of media that allows people to connect with others. You can build relationships by sending out a few tweets, posting pictures on Flickr, updating your Facebook status or by writing a blog.

Individuals use social media for a wide range of reasons – keeping up to date with friends, family, favorites businesses, news and events and for entertainment purposes. With so many possibilities, social media is becoming an excellent way for businesses to reach their consumers.

Social media is quickly becoming recognized as a very powerful marketing tool. As more and more consumers are getting online and getting “social,” developing a strong Internet presence is now a necessity. In addition to a company’s Web site, social media sites are becoming a great place to get additional information.

What’s becoming the “golden ticket” to social media is the power behind a consumer endorsement. Social networking makes it easy for people to share what they like for all to see. This takes word of mouth marketing to a whole new level – one where online activity spreads like wild fire.

By the same token, when people voice their opinions, it’s usually in an honest manner. With the good will come the bad. If a service or product doesn’t live up to its hype, there’s a chance it will be broadcasted for all to see/hear.  Instead of trying to stifle consumers’ negative perceptions, a lot can be said about how a business publicly handles strife.

The power and influence of social media is growing every single day. You have the opportunity to join the bandwagon, grow your own influence … or get out of the way. The choice is yours.

About the author: Ashley Thiesen Caldwell is the founder and owner of The Modern Connection, which is an Internet marketing business with a social media focus based out of Charleston, SC. www.The Modern Connection.com