Find the audience to avoid failure

While the use of social media marketing is increasing in popularity, companies can fail at it if they do not ensure they know where their audience is, one expert has claimed.

In a post for Search Engine Watch, Liana Evans noted that frequently companies saw or heard about the latest social networking trend and jumped into it, but that this type of "knee-jerk reaction" could end up being to the "detriment" of a business.

"Social media isn't about the latest bleeding edge tools or sites. It's about starting conversations that lead to building relationships and eventually conversions," she explained.

This meant that firms needed to gain an understanding of where in social media their audience was - whether it be Twitter, Facebook or Bebo.

Ms Evans points to a recent example where Pizza Hut announced that it would be using Twitter to find an intern for the summer to run the social media account.

However, she stated that college-age students "have yet to truly appreciate Twitter" and were more likely to be found on Facebook.

Julia Smith, senior manager at the Internet Advertising Sales Houses, recently claimed that in search marketing it was "essential" that businesses knew their audience and involved a "human influence" in their marketing practices.

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