The legendary Alf Kumalo captured over six decades of South African history.(Image: Mzansi Magic) Jabu Pereira, the curator of the Alf Kumalo Museum, standing next to a picture of a young Kumalo. Sibusiso Kumalo, his eldest daughter, said that she is pleased that she was able to forge a great relationship with her father towards the end of his life.(Images: Ray Maota)MEDIA CONTACTS• Jabu PereiraAlf Kumalo Museum and School ofPhotography+27 11 985 5958RELATED ARTICLES• Nikon to nurture young photographers• Photos to promote social dialogue• SA student is world photo finalist• The boy who sees in picturesRay MaotaLess than a week before the passing of one of South Africa’s longest serving photojournalists, Alf Kumalo, MediaclubSouthAfrica.com spoke to his eldest daughter Sibusiso, and the curator of the photography museum he founded.Kumalo died at age 82 at the Charlotte Maxeke hospital in Johannesburg on Sunday 21 October, after struggling with prostate cancer. He enjoyed a long and eventful career spanning over six decades, eloquently capturing South Africa’s progression from apartheid state to a democracy.Sibusiso referred to her father as a people’s person who would always tell stories – generally funny ones – about his work.“I remember him telling me how he was not allowed to take pictures during the Soweto riots of the 1980s,” she recalled, “and he learned to balance the camera on his head so, using a self-timer, he could shoot without using his hands.”Sibusiso was born in 1969 but only lived with her father for nine years until 1978 when her parents divorced.She expressed her gratitude for the time the two of them spent healing old wounds. “I am glad to have had a relationship with him where we ironed out old issues before he was on his death bed.”Tributes pour inPresident Jacob Zuma said in a statement that South Africa had lost an outstanding individual.“He was a meticulous photographer and his work will live on forever as a monument to the people’s resilience and fortitude in the face of colonial oppression and apartheid,” he said.In a tribute issued by the Nelson Mandela Centre of Memory on Monday morning, spokesperson Sello Hatang reflected on Kumalo’s career, which began in earnest in 1951 and mirrored the rise of Mandela’s own political career.“He was one of South Africa’s most eminent photographers and one who closely documented the life of Nelson Mandela both before and after his imprisonment”, Hatang said.“Bra Alf photographed many of the historic events in which Mandela played a key role, including the Treason and Rivonia trials.”From the time Mandela was sentenced in 1962 to five years in jail and then to life in 1964, he added, Kumalo continued to photograph the struggle against apartheid and, importantly, to visually record the life of Mandela’s family.Former ambassador to the UN Dumisani Kumalo, a cousin of the late photographer, told The Times newspaper that he had not been well for a while.“We lost a hero. We lost a great man and a brother and a pillar in our family,” said Kumalo.Six decades of photographyKumalo is credited with some of the country’s most captivating photography that captured numerous historic events from as early on as the 1950s.It was after he freelanced for Bantu World newspaper – which later became known as The World – and worked for Golden City Post that he began to rise to prominence, and especially during his tenure at Drum magazine in the 1960s.Kumalo entered and won his first photographic competition in 1963, and the announcement reached him while he was in London covering a Mohammad Ali fight.He had entered under his African names Mangaliso Dukuza, because he wanted the judging to be impartial and not influenced by his already-flourishing reputation.Other momentous events captured by Kumalo include the infamous student uprising of 1976, the release of Mandela from prison in 1990, negotiations at the Convention for a Democratic South Africa – often referred to in local media as the ‘Codesa talks’ – and the former president’s inauguration as South Africa’s first black head of state in 1994.A solo exhibition of his life’s work took place at the 59th session of the UN General Assembly in September 2004.In the same year Kumalo received the Order of Ikhamanga in silver for his contribution to documentary photography and journalism in the country. The award is presented by the president in recognition of South Africans who have excelled in the fields of arts, culture, literature, music, journalism or sport.His work has appeared on international publications including Britain’s Observer, the New York Times and the New York Post and Ireland’s Sunday Independent.Passing on his skillsIn 2002 Kumalo opened the doors to a school of photography, which he operated from what used to be his house in Diepkloof, for the benefit of previously disadvantaged youngsters who aspire to follow in his footsteps. There is also a museum with his works on the premises, where Jabu Perreira works as a full-time curator.“Personally I think his portraits are the best,” he told our journalist. “The good thing about Alf’s work during the apartheid era is that his talent came from inside and his subjects felt relaxed with him behind the lens.”Because of a lack of funds, the school has not been able to enrol new students for several years. It was initially funded by a grant from Movimondo, an Italian NGO involved in the field of photography.“Bra Alf would be invited to events as a VIP, but he would end up taking photos and engaging with the masses instead,” said Perreira.Kumalo’s vision for the museum, which is currently being renovated, was to create an artistic space for people who are in the arts.“We want to host film screenings, exhibitions and seminars on photography to attract an audience to the museum,” said Perreira.
View comments Chooks-to-Go 3×3 league set to kick off with 12 city-based teams The 10 most watched games all had a verified average TV audience of more than 260 million viewers. The second-highest rating was 327.5 million for Croatia’s semifinal win over England in extra time.FIFA’s research suggests most viewers also watched for longer than they did four years earlier.The number of people watching at least 30 consecutive minutes of any game in their home was almost 2.5 billion — up more than 27 percent from the same measure in 2014.South Americans were the most avid viewers despite watching fewer hours overall of a tournament where Brazil exited in the quarterfinals, and Argentina in the round of 16.FIFA said 96.6 percent of South America’s population saw at least one minute of any game. However, their 5.52 billion hours of total viewing fell 26.9 percent from the 2014 tournament where host Brazil placed fourth.ADVERTISEMENT SEA Games: Biñan football stadium stands out in preparedness, completion LATEST STORIES Is Luis Manzano planning to propose to Jessy Mendiola? Private companies step in to help SEA Games hosting PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss TS Kammuri to enter PAR possibly a day after SEA Games opening MOST READ In Europe —which provided all four semifinalists in Russia — the 2018 World Cup reached 86 percent of people watching an average of 14.6 hours.“In contrast only 38.4 percent of the Asian population were reached by World Cup coverage, reflecting relatively lower interest in the Indian subcontinent,” FIFA said.Still, almost 30 percent more viewing hours were measured in Asia, where games in Russia were played in time zones more convenient than in 2014.Sports Related Videospowered by AdSparcRead Next Changing viewing habits — and no South American team in the final — help explain a drop from the 545-million average TV audience for the Germany-Argentina final in 2014.In comparison, the 2016 European Championship final attracted a 284.4 million average audience for Portugal beating host France. The most-watched Super Bowl in the United States was 114.4 million when the New England Patriots beat the Seattle Seahawks in 2015.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSUrgent reply from Philippine football chiefFIFA said the global TV audience for the 64-match tournament in Russia averaged 191 million per game — up from 187 million for the 2014 edition in Brazil.“Each game was a global televisual event in its own right,” soccer’s governing body said, citing research by Publicis Media Sport & Entertainment. BREAKING: Corrections officer shot dead in front of Bilibid SEA Games: Biñan football stadium stands out in preparedness, completion Hotel management clarifies SEAG footballers’ kikiam breakfast issue LOOK: Joyce Pring goes public with engagement to Juancho Triviño Don’t miss out on the latest news and information. FILE – In this Sunday, July 15, 2018 file photo, people watch a giant screen during the World Cup final between France and Croatia, on the Champ de Mars next to the Eiffel Tower in Paris. FIFA says more than 3.5 billion people viewed some of the 2018 World Cup, with 1.12 billion watching at least one minute of France beating Croatia 4-2 in the final. A FIFA-commissioned review of World Cup viewing says Friday, Dec. 21 the final’s television audience was 516.6 million by the traditional measure of “global average in-home audience.” (AP Photo/Bob Edme, file)GENEVA — More than 3.5 billion people viewed some of the 2018 World Cup action, with 1.12 billion watching at least one minute of France beating Croatia 4-2 in the final, according to FIFA.A FIFA-commissioned review of World Cup viewing published Friday said the television audience for the final was 516.6 million by the traditional measure of “global average in-home audience.” More watched on digital devices and out-of-home screenings in public spaces, bars and restaurants.ADVERTISEMENT
Google’s Matt Cutts posted a great article on his blog recently with simple and practical tips for small businesses. The video is included below. 6. Buying advertising on Google does not influence search results. 1. 7. SEO 2. . Try digg and StumbleUpon. . 3. Don’t worry that much about the Originally published Jul 10, 2008 10:41:00 AM, updated October 20 2016 Start a blog! The following are some of the simple tips made in the video. Great advice for small business marketers. The points in the video are simple, but it’s interesting because it’s straight, unfiltered advice from Google. 5. keywords meta tag Find conversations using social media Think about what people are going to type to find your site. 8. What do people search for? 4. Advertising on Google doesn’t influence rankings. Title tags matter. If something else caught you attention in the video that I haven’t mentioned, please leave a comment. The above are just some of the hilights It’s what the user first sees on Google results. Google to get traffic from Google. Google crawls your website for free. Just make sure it can find your website. Examples: What made you decide to start a small business? What were your weirdest customer experiences? You do not have to pay Use the meta description tag Participate in the conversation. Doesn’t have to be complex or fancy. Things that are interesting to you are probably interesting to your users/customers. 6 Simple SEO Tips For Small Business Topics: . It is often shown to web users when they search on Google. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
I hope that you found these tips useful. If you did, would you please retweet or “Like” this post 😉 Thanks! Topics: recent overtaking of the Guinness World Record content creation in 24 hours certainly did the job. Only hours after Figure out what distinguishes you from the competition, and make sure you share this with your audience. This will not only help you to attract a loyal following, but it will also help you because he wanted his fans to know he loved them. As a result of his continued effort to share remarkable content with the world, not only was Weezy able to maintain his fan base, but he actually increased it! that your competitors may not be focused on. 2. Never Stop Creating Content 3 Social Media Marketing Tips From Rapper Lil’ Wayne Don’t make your visitors’ experience more difficult by throwing a barrage of links and choices in front of them. Provide them with and then offer them one simple next step. WeezyThanxYou Although there are thousands of rappers in the world, Lil’ Wayne uses his uniqueness to help him stand out in the overpopulated sea of lyricists. His love of rock music, the Green Bay Packers, and his brief stint in jail are just a few of the things that Wayne uses to distinguish himself from others. Originally published Feb 17, 2011 12:00:00 PM, updated July 03 2013 Social Media start ranking for long tail keywords is the key to any inbound marketing strategy. Oreo claimed the record 1. Be Unique As an internet marketer having a social media presence isn’t enough. The social media landscape is always changing, and because of this it’s important to understand the most effective ways to utilize the tools available for your marketing efforts. Here are a couple things all internet marketers can learn from Lil’ Waynes success. valuable content Lil’ Wayne shares a lot of exclusive content with his fans on Facebook. He also makes it extremely clear to them how they can show their appreciation by including a simple “Like this post” call to action in many of his posts. By telling his fans what to do next Lil’ Wayne is making his fan’s lives simpler and helping them with the decision-making process. This works incredibly well on his Facebook Page as we can see with all of his posts including the most recent Guinness World Record post. Facebook Growing a following and attracting inbound links is a long gradual process. Don’t lose hope if you don’t see immediate results. Quality and consistency of If Lil’ Wayne hadn’t already established himself as one of social media’s elite, his most for themselves with 114,619 “Likes,” Lil’ Wayne and his fans obliterated it with a whopping 588,243. Now I know some of you are probably thinking, “well he probably just has a lot more fans than Oreo,” but that isn’t the whole story. Oreo has 16,711,040 fans on Facebook to Lil’ Waynes 20,112,726, and although this is a significant advantage, it does not completely explain why he got more than five times as many “Likes” on his post. for most “Likes” to a post on You would think that being locked up might put someone’s rap career on hold. But instead of slowing down, Lil Wayne seemed to work even harder while he was in prison. As well as continuing to write songs, he also launched a blog called Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 3. Tell Your Fans What to Do!
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack I’d pet a million stray pit bulls before I’d eat a single pink-slimy McBite. #McDStories bit.ly/wd0BDe— Laura Goldman (@lauragoldman) February 4, 2012 The takeaway here is to consider the other ways people could possibly interpret your hashtag. A fast food chain, especially one that has experienced controversy and negativity toward its brand in the past, should understand that it probably has quite a few naysayers willing to speak out against their brand.Step 4: Promote the Hashtag by Incorporating it Into Other Marketing ChannelsA hashtag is only useful if people know about it. So to start generating conversations through your hashtag, start adding it your existing resources and channels. For instance, every time we have a webinar, we add the event hashtag to our email reminder or follow-up communication, and the presenter reminds attendees of the hashtag at the beginning of the live webinar as well. Similarly, we add the hashtag to the social media sharing links we include on landing pages.Step 5: Don’t Hijack Hashtags for Sensitive Situations As we’ve covered in a previous blog post, hijacking hashtags designed for serious and sensitive issues can lead to some pretty bad consequences. Designer Kenneth Cole, for example, tried to insert his brand into conversations about the Egypt uproar by tweeting the following: Through this tweet, Kenneth Cole tried to hijack the #Cairo hashtag in attempt to promote his spring collection. His message was received with strong public disapproval and media criticism. As David Meerman Scott says, “Don’t attempt to piggyback on news when it conveys extremely negative information, such as people’s deaths.”Below is Twitter’s official stance when it comes to hashtag abuse. As you can see, there’s more at stake than just PR backlash …”The following behaviors and others like them could cause your account to be filtered from search, or even suspended:Adding one or more topic/hashtag to an unrelated tweet in an attempt to gain attention in search.Repeatedly tweeting the same topic/hashtag without adding value to the conversation in an attempt to get the topic trending/trending higher.Tweeting about each trending topic in turn in order to drive traffic to your profile, especially when mixed with advertising.Listing the trending topics in combination with a request to be followed.Tweeting about a trending topic and posting a misleading link to something unrelated.” Hashtags Topics: Step 6: Keep it ShortBe sure to keep your hashtag short and easy to remember. Remember that Twitter users are only allotted 140 characters in each tweet, with or without a hashtag. By keeping the hashtag brief, you’ll save your audience some room to include more commentary about your content.What are some of the lessons you’ve learned from using Twitter hashtags? Share them with us in the comments! Every time we host live webinars (and as this long list suggests, that is quite often), quite a few attendees get confused about what to do with the hashtag we provide. What is it? What does it do? How do you create one? Let me explain!Click here to access a free Twitter for Businesses kit.What is a hashtag?A Twitter hashtag is simply a keyword phrase, spelled out without spaces, with a pound sign (#) in front of it. For example, #inboundchat and #ILoveChocolate are both hashtags.What does a hashtag do?A Twitter hashtag ties the conversations of different users into one stream, which you can find by searching the hastag in Twitter Search or by using a third-party monitoring tool such as HootSuite.So, if Twitter users who are not otherwise connected talk about the same topic using a specific hashtag, their tweets will appear in the same stream. In that way, Twitter hashtags solve a coordination issue and facilitate a conversation. Popular hashtagged words often become trending topics — topics so many people are talking about that they are a “trend.”Hashtags are great for centralizing conversations around live, in-person events or conferences, live webinars, or other marketing campaigns you’re running.How do you create a hashtag?Contrary to what you might think, you don’t need any tools to create a hashtag. Hashtags are simply text, and they can be placed in the beginning, middle, or end of a tweet. Just decide on the keyword you are targeting, place a pound sign in front of it, and you are all set! See the image below for an example:How to Use Hashtags on TwitterStep 1: Check If It’s NewAfter you decide on a keyword or a phrase, search for it. Visit Search.Twitter.com and enter your preferred hashtag in the search box. Did you get any results? Is someone else already using that hashtag for their event or campaign?If there is a lot of conversation around it already, you might want to revisit your decision and pick something that isn’t as frequently used. In that way, you will reduce the chances of people who are not a part of your target audience entering/diluting the conversation you want to take place.Step 2: Pick Industry or Brand KeywordsHashtags can also help communicate a message to those not actively searching for them. For example, if someone you’re following is tweeting about an event using a hashtag, you will still be able to see their updates in your main Twitter feed without accessing the entire hashtag conversation. In other words, you’ll be able to catch a glimpse of what they’re tweeting about and quickly connect the content of the tweet to the hashtag they’re using. And if the hashtag reflects an industry or branded keyword that is interesting to you, you might be inclined to check out the rest of the conversation happening around that hashtag, a win for the marketer who created it!Step 3: Be Careful With SentimentsA lot of politicians and big brands have experienced Twitter failure by choosing hashtags that include the word “love” in them. Love is a strong word, so if you are putting it in the mouth of your followers, make sure they really love you. Otherwise, they might turn against you and cause a major PR controversy. For instance, theMitt Romney Twitter campaign that sought to wish him a happy birthday also attracted quite a lot of critical comments. If you are just starting out, pick something neutral that simply reflects your topic or campaign.Furthermore, beware hashtag campaigns that have the potential of getting abused by users. The McDonald’s #McDStories hashtag campaign, which was launched as a way to share fun stories about people’s experience at McDonald’s, is a great example of a hashtag choice gone wrong. What McDonald’s didn’t foresee was people sharing negative stories about the McDonald’s brand, and that’s exactly what happened. Anyone who searched for “McDStories” were immediately met with thousands of tweets similar to the one below, which described awful experiences users had with McDonald’s. Originally published Apr 24, 2012 9:00:00 AM, updated July 28 2017
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Well, here’s the thing: your customers probably are on social media. Can any B2B company make the case that its target audience isn’t on LinkedIn? Are there B2C companies without potential customers on Facebook? I guess it’s possible , but it certainly won’t stay that way for long. 79% of US adults use social media (if you were tuning into our webinar with Facebook today, you would have heard that very stat)! And eMarketer predicts there will be 1.43 billion worldwide social media users in 2012 . Wow.But this blog post isn’t an attempt to convince you that your future customers are using social media. It’s an attempt to convince you that there are many other reasons why social media is a crucial component of a well-rounded inbound marketing strategy — and they have nothing to do with “engaging” with your target audience.So let’s pretend that your customers aren’t on social media, or that you work for someone who thinks they aren’t and, as such, doesn’t see the point in investing in a social media marketing program . We all know how hard it is to convince non-believers of the importance of social media, so this post will serve as your guide for having that conversation. Here’s how you can make the case for social media marketing to your boss — even if he or she doesn’t believe your target audience is using social media! 1) Social Media Activity Impacts Your Organic Search Presence If you’re investing in content creation, it would be a shame not to get it any visibility in organic search. Social media plays a bigger role in the visibility of web pages in search engines every day. In fact, Google even started to incorporate Google+ status updates into its search engine results; we’ve even written an entire blog post about how to use Google+ to gain better visibility in search engines !Turns out, search engines take cues from social media activities — like when someone shares content from your website on Twitter, for example — to determine the relevancy and authority of your site. So the more people that “vote” for your content on social media, the better your search engine visibility becomes. Give them the chance to vote for it by publishing blog posts, ebooks, buying guides, case studies, testimonials, and other interesting content to your social media accounts, and reap the benefits of better search engine rankings as a result. 2) You’ll Have More Control Over Your Online Image Speaking of search engine rankings, maintaining an active social media presence for your brand lets you dominate the SERPs in another way, and to meet another end — a better reputation (or at least the appearance of one). Let’s say someone hears about your company and is curious about who you are; what you’re like; and whether you’re generally “good people.” If someone conducted a Google search on you right now, what would come up? Here’s what comes up for HubSpot , for example: Originally published Apr 26, 2012 9:00:00 AM, updated February 01 2017 Notice all those orange call-outs? Those are some of HubSpot’s social media accounts, and they appear in the top 10 results for a HubSpot query. That’s because these sites have a lot of clout with search engines, and the results are typically relevant for someone trying to learn more about a company or brand name. That also means, however, that a big review site like Yelp! (have you ever performed a search for a restaurant, for example?) is very likely to come up as another relevant, high authority site. In fact, Socialnomics reports that 25% of big brands’ search results return content from things like review sites and blogs. Wouldn’t you rather leverage the power of big social media sites like Facebook, Twitter, Google+, YouTube, Flickr, LinkedIn, etc. that you manage over third-party review sites over which you have little control? Plus, the appearance of your social media accounts will only give interested searchers access to more of your great content! 3) User-Generated Content is More Critical Than Ever Before Which brings us to user-generated content. According to eMarketer, 65% of users ages 18-24 consulted the information they found about brands on social networks when making a purchasing decision , and a whopping 2/3 of consumers use search engines when researching a purchasing decision according to eConsultancy. Sounds like there’s a good chance your audience is part of one of those groups. Social media is a great way to get that user-generated content you need out on social networks and in search engines to an audience who clearly cares about it. 4) You’ll Gain Industry Clout Okay, let’s say your customers really aren’t part of the 2/3 of consumers that care about what they read about you in search engines, and they’re not part of the 65% of millennials who care about your social media presence. There are still your colleagues, thought leaders, conference organizers, future employees, potential business partners, journalists, and marketing & PR professionals using social media on a daily basis. These power players expect to not only find you, but also learn from and communicate with you using social media. And frankly, you should expect the same from them!Use social media to make connections that could help your business, learn from people, get selected for speaking opportunities, find sponsors for your events, etc. Your activity in social media will give you the clout and visibility you need to get identified and selected for important opportunities — especially if your competitors haven’t jumped on the social media bandwagon yet. 5) Other Companies’ Customers Are on Social Media Speaking of identifying new opportunities … other companies’ customers are on social media. Could any of those business’ product or service offerings overlap with yours? Or perhaps their audience opens up another part of the market you haven’t tapped yet. It would certainly behoove you to get visibility with these companies and their networks on social media. Share their content, build relationships by interacting with them, create great content that speaks to these companies and their audiences — this will get you exposure to a whole new audience that could yield new partnerships, gain you referral business, and open up a new audience to whom you could sell!For example, let’s pretend HubSpot’s audience isn’t on social media (hah). But there are a ton of marketing agencies who have clients who would benefit from some marketing software ! If we are active on social media and engaging with those marketing agencies — sharing their content, publishing content they would like to share with their audience, and having conversations with their fans and followers — we could build a mutually beneficial relationship with the agencies, get more referral business, and tap into a whole new audience at the same time. 6) Social Media Helps Expand Your Overall Reach The agency instance we just described above is also an example of using social media to expand your overall reach . Let’s break down the importance of reach for your business in more detail, though, and explain how social media helps you achieve it.Reach is the concept that all of your fans and followers have their own fans and followers. So if one of your Twitter followers has 100 followers, shares one of your tweets with a link to your blog post in it with her 100 followers, the reach of that tweet and blog post has expanded to those 100 people — many of who don’t know you yet. So even if that one Twitter follower of yours isn’t part of your target audience, there’s a chance one of the 100 people she shared your content with are.There’s another benefit to having wide social media reach. Remember in the beginning of this post when we talked about how important social media was for your organic search presence? That’s exactly why you need a ton of social reach; even if your social media followers never convert into customers , they can still share your content and amplify how many other people see that content — an indicator to search engines that you’re important enough to rank in the top of the SERPs.This is why we at HubSpot encourage employees to be active on social media — it helps us expand our reach! Because we celebrate employees using social media, more of them tweet out our content (like this blog post, for example!) and thousands of people that aren’t HubSpot’s fans and followers yet get access to our content. In this way, every single employee of yours has the potential to bring their own book of business — even if they’re not in sales or marketing. 7) It May Cost Less to Generate Customers on Social Media One way you should be measuring the effectiveness of your marketing is based on the cost to acquire leads and customers, and how much those leads and customer are worth to your business. While this may not be the case for every business, the following scenario is an important one to consider.Let’s say your social media investment only generates 1 new customer per month. Take some time to look at the cost associated with generating that one new customer compared to other marketing channels. Your cost of customer acquisition (COCA) for email marketing , for example, may be much higher than your COCA for social media — email marketing might require expensive software, more staff to manage it, and content creation man hours while your social media marketing program could be executable with no software investment and just a couple dedicated man hours per week.Email marketing may generate more customers than social media marketing; you need to solve for both volume and efficiency, so both would still be crucial components of your marketing strategy. But this is why social media often gets a bad rap. Marketers often focus on fluffy engagement metrics like comments and likes, and neglect to consider the end goal of all of their marketing efforts — customer acquisition. 8) Social Media Amplifies the Effectiveness of Your Other Marketing Efforts Even if you don’t rely on social media solely to generate leads and customers, using it will help your other marketing initiatives be more effective. In fact, social media helps just about everything: organic search, email marketing, blogging, even online and offline events. For example, you can add social sharing buttons to your emails and blog posts to encourage content sharing and expand your reach. Or you could use social media to generate buzz for an in-person event — it’s common for live events (and webinars, too!) to make use of a hashtag to encourage participation and get more people talking about your company and your content.We’ve written an entire post about how to integrate your marketing if you’re interested in learning more about the tactics, but it’s no coincidence that social media makes quite a few appearances on that list. 9) By the Time You’re Ready, It Might Be Too Late Okay, maybe you’re not ready to use social media today. But it would be short-sighted to think your audience will never be on social media (see Sarah Palin’s predicament to the right), or that you won’t want to use it more actively in the future. That’s why it’s a good idea to secure your social media account names now, and have enough activity on those accounts so that emerging businesses with the same name can’t petition the social networks to take over your name. Or worse — claim the name before you had the chance to grab it. 10) Your “Irrelevant” Social Media Audience Could Turn Into Your Target Audience People change, man. The audience you build on social media will go through several career changes, industry shifts, acquire new hobbies, make new friends, change religions or political leanings, have children, get divorced, retire … you get the point.Alternately, you could change. Your business may expand product and service offerings, identify an opportunity in an emerging industry, or maybe you’re just so good at your job that you nurture your social media leads into wanting your product or service.In any event, if even one of these changes takes place, wouldn’t it be great to already have your social media audience built instead of starting from scratch? If baking soda was invented in 2012, Arm & Hammer would be glad to have a social media following beyond just bakers, as people have discovered that it can be used for many other applications — from science experiments, to personal hygiene, to cleaning, and more. Why do you think it’s important to be on social media, regardless of how much of your target audience is? Image credit: Elsie esq. Social Media Marketing Topics:
(Click on the visual for a full-sized version.) Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 26, 2012 12:30:00 PM, updated March 21 2013 Inbound Marketing Topics: Marketing has come a long way. It used to be that we marketers had to rely on interruptive, outbound media like TV advertisements, billboards, cold calling, direct mail, and spammy email blasts to deliver our marketing messages.But the times … they’ve been a-changin’. With the evolution of the internet and other technologies to help consumers block out marketing messages that annoy and interrupt, those outbound strategies have lost their effectiveness. So today, savvy marketers rely on permissive, inbound techniques like remarkable content, search engine optimization, social media, and targeted email marketing to attract, nurture, and covert qualified prospects into customers. The result — and upside — of all this rapid change? Marketing that people actually love.And to illustrate exactly what we mean, we’ve whipped up this new visual. Check it out! Are you creating marketing that people love? Now’s as good a time as any to get started!