On the contrary, the study recognizes that social media outreach IS effective for publicizing news and information about the company, as well as discounts and coupons. However, rarely did a visit to a company’s Facebook page or Twitter feed lead to actual purchases on the company website.

 Interestingly enough, the study goes on the reveal that a more traditional form of online marketing, such as email and search advertising are most effective in resulting in consumer purchases. Most consumers in the study were exposed to some form of marketing by the retailers before they made their purchase. In fact, 60% of soft goods transactions came to retail websites directly from email and search.

 What does this mean for marketing managers? Maybe reduce the amount of money your pumping into your social media campaigns and try out your old routine for good measure.

1.     Update your Resume: You’ve heard this before I’m sure- but what exactly should you do? Keeping in mind, the top 3 positions that would be a good fit for you – Please remove redundant experience- and add relevant experience. It is okay to have different versions of your resume if you are widening your search and going into slightly different industries.

2.     Explain gap in employment : If you have not worked in 6 months or have other large gaps- do say what you were doing- if you were a stay at home mom- for example- in a few lines- talk about your volunteer experience or whatever you were doing- and what skills you developed during that time.

3.     Customized Cover Letter: Every job worth having deserves an exact cover letter detailing what you have done in the past to justify your application – and how to intend to succeed at the advertised job.

4.     Post Resume on Job Sites – often: If you target certain companies- research job sites to see where that company posts its jobs the most – and post your resume there.  To be seen in the most searches by recruiters- use the terminology you see in the job posts by that company. Also log in to your account at least once a week on all major job boards. Candidates who login often show as ‘active candidates’ and recruiters are likely to call you before they call ‘passive candidates’.

5.     Social Networking: To actually achieve some results – there are some things you must do. First of all be open to receiving messages- make your profile discoverable.

6.     Post a professional picture on your professional network. Post samples or presentations or other work you are proud of (and that your previous employer has given permission to share publicly!)

7.     Everyone on LinkedIn can join 50 groups- join the biggest relevant groups- yes- join all 50 relevant groups in different categories. Recruiters are likely to be able to send you a message if they have something in common with you. Recruiters search LinkedIn for candidates and they are more likely to discover you if you are a 2^nd degree connection.

8.     Active Networking: You should know all the recruiters in the companies you are targeting. Recruiters usually list their specialties (technical, non-technical etc.). Research and find the ones relevant to your job search and send them your resume and cover letters- in addition to applying for the job online at the job board. Be targeted and deliberate in your research.

9.     Ask your co-workers, Managers, customers and Teachers/mentors for a recommendation on LinkedIn. It does help.

10.     Take deep breaths. Have faith- keep up the hard work. Send at least 10 targeted resumes everyday – but more importantly- don’t waste your time just blasting generic resumes.- target, customize, prioritize and results will follow.

Remember every job worth having is worth the effort to research and customize your cover letter and resume.

I’m always hiring for contract positions in the Seattle area. I’m also always looking for new customers who want to hire contractors for any project  or need to outsource their Market Research projects. Please contact me if I can help. Visit my Linked In page:

http://Linkedin.com/profile/annjolie

Within the last decade, social media has transformed the way with which companies interact with their consumers. For marketers, social media acts as a useful tool to replicate the psychological effects of a personal connection via the Internet. However, it has become extremely evident that there are numerous misconceptions about how companies manage social media sites. As more business is done online, companies implement social media strategies, yet tend to hide behind the emotional distance that the Web creates. Such mistakes can have a catastrophic impact on the company image that cannot be easily mended.

In our perspective, social media is part of a comprehensive marketing plan. It is an exact science that requires management, maintenance and extensive planning. In other words, managers must design work flows, publishing schedules, and outline proper etiquette for employees to follow when using the company’s social media platform. It is critical that firms make responses a central part of their social media presence. It is one of the most powerful ways to prove engagement with consumers. An area where a lot of companies fail is responding and acting on what is said to them. By showing their audience that they are listening, they are making their consumers feel important. Especially in the case of larger companies, consumers don’t expect to hear back when they post a comment, yet, when they do it can have a snowball effect of positive feedback.

Social media is sensitive, thus, close monitoring of all activity is essential. It is important that all messages posted are consistent with company values, mission statement, and service offerings. It can be used as a method of creating a community around one’s product or service that is formed through conversation. Not only does social media enable a two way dialogue, but it is also a forum for collaboration and innovation. By utilizing the channel of communication focusing on a particular product or service, managers and customers alike are able to share ideas and knowledge. All of which, can be extremely helpful when strategizing a company’s next move in the market. This contributes to the idea that, knowledge is power.

Conversely, social media is NOT a cure all or stand-alone solution and will not guarantee quarterly growth. Managers should be more focused on value added to the consumers rather than ROI. Currency in social media is valued in the content that is created, in addition to the relationships formed. Both of these elements are needed, they are not mutually exclusive. Questions managers should consider include, how many comments were left? Did consumers seem happy? How many followers do we have on Facebook? Twitter? How many links are we generated on search engines? What blogs mention us? Are we increasing our brand awareness? With that in mind, social media is not easy. Companies must understand how to reach their consumer and maintain the relationship. When consumers post negative comments about their experience with a company, respond to their concerns and address them directly. Find out what you can do to remedy the situation and how to keep them as a customer. However, Social media should not be used to push products onto consumers and should not be used as a medium for ranting. Companies should always remember, social media is not about quantity, it is about quality.

Lastly, social media is not all about the Internet. If a consumer is upset or unhappy with a company’s product or service they received, respond to their comments by offering an opportunity to hear them out on a more personal level. Offer to video chat, a phone conversation, or meeting to address their issues. It is important for companies to be able to make human connections if need be. Obviously, this type of interaction is impossible on a large scale, but as previously mentioned, when consumers receive an unexpected response, the impact can be widespread. This will not only contribute to brand image, but it will also enhance the two way dialogue with consumers.