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Why You Need Social Media to Promote Your Brand

By Phyllis Zimbler Miller (c) 2009

If you think Twitter, Facebook, and other online social media communities are only for teens, you're missing out on valuable and free marketing platforms for your brand (book, business or product).

Further, if you're not on social media, you're risking losing your potential clients/customers to those smart business people who are utilizing social media.

Which social media platforms you focus on depends a great deal on what your brand is. Here are seven excellent reasons why you must use social media no matter what you are promoting:

Reason 1: It's the Most Cost-Effective Online Advertising
The current most popular social media platforms being used for business are free: Twitter.com, Facebook.com and LinkedIn.com. (LinkedIn does have an upgrade that costs, but it's not necessary to get this upgrade.) And this is "relationship" marketing to targeted markets. "Free" is definitely more cost-effective than spending money on online advertising techniques such as Pay Per Click or banner ads.

Reason 2: You Can Have Global Reach With Social Media
The world is now a global marketplace. Why not reach this global market? Many of the most popular social media platforms have this global reach, and you can see this clearly illustrated on Twitter. At any time of day or night you can see real-time "tweets" from people in Japan, England, the U.S., India and many other countries.

For example, if you have a book that might appeal to anyone in the world who reads in English, why limit yourself to just promoting in the U.S.? Thanks to Amazon people outside the U.S. can buy your book even if it is only available in U.S. stores.

Reason 3: You Can Attract Targeted Groups of People as Potential Clients/Customers for Your Brand
Social media enables you to join groups of people with the same interests and goals. On LinkedIn and Facebook you can join groups as varied as Children's Book Writers to eMarketing. If you choose groups to join based on your brand, you'll be putting yourself in front of the exact groups of people you want to reach as potential clients/customers. This can pay off in increased sales for you.

Reason 4: You Can Form A Community by Using the Community Aspect of Social Media
Once you are active on social media platforms and have people who are your followers (Twitter), your friends (Facebook) and/or your connections (LinkedIn), you can start groups of highly targeted interests. You can create a niche market in your brand, book or business and share your knowledge with others who join your community.
These people can become your loyal followers, friends and connections - and they can help spread your marketing message to their followers, friends and connections.

Reason 5: You Can Use Social Media to Establish Your Expertise
People like to do business with people they know, like and trust. By sharing your knowledge for free online with the people in the social media groups you belong to, you can establish yourself as an expert. This can pay off in increasing potential clients/customers' trust in you.

And you can also receive invitations for blog "interviews" or BlogTalkRadio show interviews or podcasts. And these interviews lead to more free exposure for your brand and more free exposure for your expertise.

Reason 6: You Can Use Social Media to Find Cross-Promotional Partners
Amazingly in the world of social media, people who would be considered competitors in the off-line world are teaming up to provide products and services to their combined clients/customers.

And these clients/customers are very responsive to these cross-promotions (often called joint ventures) - especially when introduced to a second expert by a first expert they already know, like and trust.

You and your cross-promotíon partner can each get access to the other person's "list" (the names of interested clients/customers collected at a website) and thus you've greatly expanded your potential client/customer pool.

Reason 7: With a Few Keystrokes You Can Announce New Updates of Your Activities
Your updates on Twitter, Facebook or LinkedIn take seconds - and you've announced to your followers, friends and connections what you're doing or what you're offering or what you're speaking on. And there are even online applications that allow you to update your status across several of your social media accounts simultaneously. So it is as easy as 1-2-3 to keep in front of your potential clients/customers.

In conclusion, once you become active yourself on social media platforms, you'll find many more reasons to promote your brand, book or business on social media in order to attract targeted potential clients/customers. And you'll look back at your pre-social media days and wonder how you ever did marketing without using online social media.