The potential ROI for internet marketing is astounding. For little to no
cost, a company or individual can successfully market themselves on a
global level through hundreds of web apps, social media channels, email
marketing campaigns, and blogs (to name a few). This is an exceptional
development and one that certainly levels the playing field between
large companies and small businesses/nonprofits. The power to increase
visibility and the reach of their message or brand is exponential.
The
laws of both Moore and Metcalfe attribute to this. Moore's Law states
that every 18 months processing power doubles, while cost remains the
same. Metcalfe proposes that the value of a network grows by the value
of N squared, when N = nodes (devices or users connected to the network). Cookies (more on these later)
contribute greatly to the processing power of the internet, as networks like
Facebook become wiser about the interests of individual users, enabling
customized advertising and more direct marketing. At the same time,
however, it is important to utilize internet marketing in a strategic
manner. This is where the difference lies between personal and brand
dialogue on the web.
Over time, I have come to realize that with the
internet, sometimes "less is more." As a healthcare marketing professional, I always want to be aware of developments and understand how people are using sites -- but this doesn't mean that I jump on the band wagon and create an account for my company immediately. Sometimes, it is better to observe from a distance. Not all social sites are successful and it is important that you check out a site, before choosing to create an account. Affiliation = endorsement and in order to protect your brand, you have to implement a strategy for which sites you choose to use and scout things out in advance.
The difference between a personal account on Facebook, for example, and a brand page is substantial. Personal accounts are often used to share personal info (duh) about relationships, emotions, and daily life in a casual manner. Where this can be a very friendly, inviting approach to online interaction, it is not appropriate for a professional entity or healthcare organization. On a daily basis, I observe how my friends and family manage their personal accounts on
Facebook, Twitter, or other social networking sites. Many people do not
give much thought to how what they say on their page or sharing private information. They say what they
want, to whomever they desire and they don't worry too much about the
repercussions or how they appear to the outside world.
Professional brands cannot afford this luxury; they have a
reputation to uphold and an obligation to their clients, investors, etc. The need for careful monitoring and clear strategy is especially
true for healthcare organizations or hospitals, as they have a very high
standard to adhere to and must follow protocol to protect patient
confidentiality, in line with HIPAA. How can hospitals and healthcare orgs use social sites? I will discuss this soon in an upcoming post, but here's the short and sweet of it: healthcare orgs can use social media to share important health messages, improve visibility, market programs and services that they provide, and offer a place for dialogue. However, the web is NOT a place for medical diagnosis, clinical care or instruction. There may be some hospitals that employ secure chat rooms or LIVE interaction where patient health info is protected. Facebook is not one of these places -- yet.
Moral of the story: with the development of
so many new technologies, it seems
that the possibilities for interactive marketing are endless. A small company or program can gain a large
national presence through the internet in a very short amount of time.
Through Google and other search engines, brands can find out exactly
what their clients want and put their product right in front of the
target audience, satisfying both parties. However, without proper
application these powerful tools can do more harm than good. It is
important for a brand to set in place proper protocol for both internal
and external internet marketing policy (including one specific to social media). The brand must consider what sites or apps it chooses to use
and how these efforts will integrate into the overall marketing
strategy.
This article is the part of a series of posts that I will make throughout my graduate studies in Marketing and Communications. With a focus on both healthcare and interactive marketing, I hope to gain a better understanding for effective health messaging--which I think plays a key role in a happy, healthy society. Please leave your comments or write to me: camorous@gmail.com.
