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[Panos Georgiadis]

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Στις 11 Μαρτίου 2011 1:32 μ.μ., ο χρήστης george pitoulias <
gpitoulias στο gmail.com> έγραψε:

> Τέλος πάντων, για όσους δεν το διάβασαν το άρθρο ήταν αυτό:
>
> The High Price of Free
>
> An interesting confluence occurred a couple of years ago. Just as the
> economy was siphoning away money for advertising and marketing, a promising
> class of inexpensive tools was breaking out of the cutting edge and into the
> discussion. Blogs and tweets and posts and the like held the promise of
> connecting companies with their customers and their future customers, for a
> fraction of the cost of traditional advertising. However, along the way,
> someone forgot to set the expectation that "Free" comes with a lot of added
> costs.
>
> If you're on the cusp of your first foray into anything related to Social
> Media, pay attention and factor these costs into your budget:
>
> *1) "Free" means instability*
>
> When you are paying for the services involved, you have a contract with
> certain guarantees of uptime. However, when you are building your online
> presence on someone else's platform, you run the risk of their associated
> traffic outages. A couple of months ago, I was investigating how various
> businesses were using Tumblr.com to generate their own corporate news and
> information feed. Rather, I was trying to investigate it, when I was
> suddenly unable to access their servers. Neither was anyone else, for that
> matter, for about a day-and-a-half.
>
> Recently, while setting up a Posterous site for a co-worker, we ran into a
> major outage lasting hours.
>
> If you're trying to enhance a service or a campaign, you might be able to
> survive on free providers. But you are at their mercy.
>
> *2) "Free" means no support*
>
> Facebook, Google and Twitter support more than a billion accounts among
> them. How many people are in their Support departments? Are you ready to
> spend all of your time going through self-help and FAQs and user forums to
> find answers to your questions? Be prepared to find a small community of
> people who would be willing to help, if only they knew anything themselves.
>
> Now, there are aspects of that connectivity that you can't replicate
> anywhere else. If you're going to be on Twitter and Facebook, then you're on
> their platform because they own all the connections. Just don't be surprised
> if you don't get great response times for your issues.
>
> *3) "Free" means you're volunteering your labor*
>
> Sure, there's no set-up fee and no hosting fee and no ongoing maintenance
> fee... but these social networks don't populate themselves. More importantly,
> they don't spend the time to research and discover the content you ought to
> be connecting to your customers. Most importantly, they don't know a thing
> about your strategy, your needs, or your goals.
>
> You obviously do know what all of those things are, and it makes sense that
> you would be involved in representing your organization online. But unless
> you're willing to write off all your activity as pro bono, then there is a
> cost involved.
>
> *4) "Free" means vanilla*
>
> Vanilla is a fine flavor, and it goes with almost everything.
> Unfortunately, it also goes with everything else.
>
> Prepare to spend a lot of time in figuring out how to make your social
> media destination look like everything else you own online - or be prepared
> to pay someone to do that for you. If you cut corners, you dilute your
> branding, and that isn't getting you anywhere.
>
> *5) "Free" means starting from scratch*
>
> This may be the most important. It makes no sense to be in social media for
> your business or organization if you're unwilling to put some advertising
> support behind it.
>
> Let me repeat that.
>
> *It makes no sense to be in social media for your business if you're
> unwilling to put some advertising support behind it.*
>
> Every Facebook page starts with zero fans - every Twitter account starts
> with zero Followers (and the ones you can buy are worthless to you) - and
> every blog starts with zero subscribers and no organic traffic.
>
> If you don't tell anyone you are out there, they will not find you quickly
> enough to matter.
>
> The biggest mistake in "doing social" and the number one reason social
> media underwhelms is that there's no support for it. It's as though
> companies buy into the Myth of Free, and ignore the need for any promotion
> of how they are communicating. If you're going to be on Twitter and
> Facebook, let's see the logos on your site, and on your ads, and on your
> billboards, and on your email signature, and on your letterhead...
>
> *Calculating the cost of "Free"*
>
> Now we're actually in a better position, because once you've eliminated all
> those false zeroes out of the equation, we can calculate just how much
> return on investment you will see from participating in Social Media.
>
> The best way to think about this is compared to the cost of your current
> website:
>
>    1. How much did you pay for pre-design research?
>    2. How much did you pay for design?
>    3. How much did you pay for usability studies?
>    4. How much do you pay for hosting?
>    5. How much do you pay for analytics/measurement/site-tracking?
>    6. How much do you pay for integration with marketing resources and
>    mail lists?
>    7. How much do you pay for search engine optimization?
>    8. How much do you pay to generate new content and update your site?
>
> Now, look at those costs, and think about your social media outlets as
> microsites with much smaller costs. The platforms already exist, and they do
> many of those things on the list for you (specifically #s 1, 2, 3, 4, 5, 6,
> and 7). Yes, there is skinning and additional content to deal with, but
> you're not starting from scratch.
>
> If you wanted to build a microsite that would attract 100,000 visitors in
> 90 days, how much would you spend on that page? Now, could you attract an
> analogous number of desired eyeballs to similar content through social
> media? For less?
>
> Often, the answer is yes. Even better, the answer becomes "Why not do
> both?"
>
> *The Hidden Cost of "Free"*
>
> That's the real secret of social media marketing: it's not free and it's
> never been. What it does is give you additional tools to use to achieve your
> outcome.
>
> Tagged as: advertising<http://www.socialmediaexplorer.com/tag/advertising-ads/>,
> Blogging <http://www.socialmediaexplorer.com/tag/blogging/>, cost of
> social media<http://www.socialmediaexplorer.com/tag/cost-of-social-media/>,
> free economy <http://www.socialmediaexplorer.com/tag/free-economy/>,
> Marketing <http://www.socialmediaexplorer.com/tag/marketing/>, social
> media cost factors<http://www.socialmediaexplorer.com/tag/social-media-cost-factors/>,
> Social Media Marketing<http://www.socialmediaexplorer.com/tag/social-media-marketing/>,
> social media marketing pricing<http://www.socialmediaexplorer.com/tag/social-media-marketing-pricing/>,
> social media pricing<http://www.socialmediaexplorer.com/tag/social-media-pricing/>
>
> About Ike Pigott
>
> Ike Pigott
>
> In his previous life, Ike Pigott was an Emmy-winning TV reporter, who
> turned his insider's knowledge of the news cycle into a crisis
> communications consultancy <http://positiveposition.com/>. At the American
> Red Cross <http://redcross.org/>, serving as Communication and Government
> Relations Director for five southeastern states, Ike pioneered the use of
> social media in disaster. Now -- by day -- he is a communications strategist
> for Alabama Power and a Social Media Apologist<http://occamsrazr.com/about-the-author/speaking/>;
> by night, he lurks at Occam's RazR <http://occamsrazr.com/>, where he
> writes about the overlaps and absurdities in communications, technology,
> journalism and society. Find out how you can connect with Ike<http://ikepigott.com/>or follow
> him on Twitter at @ikepigott <http://twitter.com/ikepigott>. He also
> recently won the coveted "Social Media Explorer contributing writer with the
> longest Bio" award.
>
> Other posts by Ike Pigott<http://www.socialmediaexplorer.com/author/ikepigott/>
>
>
>
> --
> Πιτούλιας Γιώργος
>
> http://blog.pitoulias.gr
>
>
>
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>
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>
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>
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>



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