The deeper we (Find and Convert) dive into social media marketing, the more convinced we are it is fast becoming mainstream.  And, not participating is more dangerous than ever.

Social media isn’t just for early adopters anymore.  Consider that most searches you do in Google return traditional results PLUS a list of blogs found by Google.  What does this tell you?  It means that the blogosphere has become a viable source of answers and resources for us when we search.

The other big thing this tells us (as marketers) is that traditional SEO isn’t enough any more.  Our content must span various platforms to include blogs, social networking sites and content publishing sites.

Have you also noticed how some searches display video results too? 

What if your competitors are being found by prospective clients searching in Google but being directed to other social media destinations?  This is one reason why Google purchased YouTube (for video content) and Jaiku (for micro blogging content).  Admittedly, Jaiku hasn’t materialized yet, but it will.

I’ve noticed that the third biggest source of referral traffic to Find and Convert is from the blogosphere.  I’ve also noticed a growing trend of traffic coming to our site from Twitter, a mico blogging service. 

The other big factor that we can’t overlook is the word of mouth factor that occurs in social media destinations.  The power of word of mouth will never be diminished.  When people develop trusting relationships online, products get recommended, brands get strengthened and business happens.  The biggest risk is being absent from these conversations.  That’s where opportunity costs happen.

Marketing Sherpa has conducted much research on social media.  One of the studies they did in 2007 showed that B2B buyers seek out information on vendors in social media destination sites before making a purchase decision. 

This really levels the playing field.  It’s akin to the consumer who goes to buy a car armed with pricing details from the Internet.  The B2B buyer is now armed with information about the vendors they evaluate from social media sites.

This reminds me of the commercial with the slogan: “What’s in your wallet?  When it comes to social media marketing the question is: “Are you in the conversations?”

Tags: Marketing Sherpa, SEO, social media marketing, Twitter